Question Stems for Module 15: Integrated Marketing Communications - Prof. Myron Glassman, Study notes of Principles of Marketing

Download Question Stems for Module 15: Integrated Marketing Communications - Prof. Myron Glassman and more Study notes Principles of Marketing in PDF only on Docsity! Question Stems for Module 15: Integrated Marketing Communications Strategy 1. Which of the following is/are goals of advertising = STIMULTE DEMAND OR ENHANCE IMAGE 2. Which of the following is/are goals of public relations = ENHANCE COMPANY IMAGE 3. If you wanted to reach lots of geographically dispersed potential customers for just pennies per person, you would use = ADVERTISING 4. Which of the following is considered a "rifle with a scope" = PERSONAL SELLING 5. Which of the following is considered a "cup of coffee" or "energy drink" = SALES PROMOTION; too much is bad. 6. The primary purpose of personal selling is to = MAKE A SALE or Stimulate demand 7. Which of the following can be used to enhance a firm's image = PUBLIC RELATIONS & SALES PROMOTION 8. In the discussion of buying a Maytag refrigerator, the $50 bonus was part a pull strategy = FALSE; PUSH STRATEGY 9. A focus group can be used to develop a "shared field of experience" = TRUE 10. Which of the following types of messages improves the salesman's credibility = TWO-SIDED 11. Rational messages are based on which characteristics = PRODUCT FEATURES & BENEFITS 12. Which type of advertising message is most powerful = comparative is appealing to analytical. (he didn’t really say?) 13. Which communication feedback method is most closely associated with demand based communication = SALES, INQUIRIES 14. Which method is most closely associated with getting feedback about a firm's image related communication efforts = SURVEYS 15. Selecting the right salesman is crucial because he plays a role in two steps in the communication process = SOURCE of message & MEDIUM 16. The criticism that marketing causes an obsession with material possessions is not valid = FALSE 17. If we go back to the 1950s or earlier, the criticism that marketing causes an obsession with material possessions was not really valid = FALSE 18. Which criticisms about promotion are valid = CREATES OBSESSION WITH MATERIAL POSSESSIONS. & CAUSES EXCESSIVELY HIGH EXPECTATIONS 19. A shared field of experiences, important in making sure the advertising message is understood by the audience, can be increased by: UNDERSTANDING TARGET MARKET/Thinking like target market 20. Advertising messages that focus on the lower levels of Maslow's hierarchy of needs are RATIONAL messages 21. As discussed, the promotion mix has two main goals. They are STIMULATE DEMAND FOR PRODUCT and ENHANCE COMPANY IMAGE