Transcript slide 2 ©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter Fourteen
Communicating Customer Value:
Integrated Marketing
Communications Strategy
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 1
_____ refers to short-term incentives provided to
encourage the purchase or sale of a product or a
service.
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 2
_____ refers to short-term incentives provided to
encourage the purchase or sale of a product or a
service.
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 3
What is the function of public relations?
1. Building up a good corporate image
2. Building a direct connection with customer
3. Obtaining immediate customer response
4. Making sales
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 4
What is the function of public relations?
1. Building up a good corporate image
2. Building a direct connection with customer
3. Obtaining immediate customer response
4. Making sales
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 5
Which of the following includes the use of
catalogs, telephone marketing, kiosks, the
Internet, mobile marketing?
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 6
Which of the following includes the use of
catalogs, telephone marketing, kiosks, the
Internet, mobile marketing?
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 7
_____ refers to any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 8
_____ refers to any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 9
Which of the following are the two major
communication tools of the communications
process?
1. The senders and the receivers
2. The message and the media
3. Encoding and noise
4. The media and encoding
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 10
Which of the following are the two major
communication tools of the communications
process?
1. The senders and the receivers
2. The message and the media
3. Encoding and noise
4. The media and encoding
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 11
Burger King’s ad agency assembles words, sounds,
and illustrations into an ad that conveys the
intended message. This is an example of _____.
1. decoding
2. media
3. encoding
4. noise
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 12
Burger King’s ad agency assembles words, sounds,
and illustrations into an ad that conveys the
intended message. This is an example of _____.
1. decoding
2. media
3. encoding
4. noise
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 13
The unplanned static or distortion during the
communication process, is known as ____.
1. tolerance
2. feedback
3. message
4. noise
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 14
The unplanned static or distortion during the
communication process, is known as ____.
1. tolerance
2. feedback
3. message
4. noise
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 15
Choose the correct sequence of the buyerreadiness stages.
1. Awareness, knowledge, liking, preference,
conviction, purchase
2. Awareness, liking, knowledge, conviction,
preference, purchase
3. Awareness, liking, conviction, preference,
knowledge, purchase
4. Awareness, conviction, preference, liking,
knowledge, purchase
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 16
Choose the correct sequence of the buyerreadiness stages.
1. Awareness, knowledge, liking, preference,
conviction, purchase
2. Awareness, liking, knowledge, conviction,
preference, purchase
3. Awareness, liking, conviction, preference,
knowledge, purchase
4. Awareness, conviction, preference, liking,
knowledge, purchase
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 17
An ad showing men surprising the women they
love with diamond jewelry exhibits _____ appeal.
1. moral
2. emotional
3. rational
4. fear
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 18
An ad showing men surprising the women they
love with diamond jewelry exhibits _____ appeal.
1. moral
2. emotional
3. rational
4. fear
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 19
Which method for setting the promotional budget
begins with total revenues, deducts operating
expenses and capital outlays, and then devotes
some portion of the remaining funds to
advertising?
1. Percentage-of-sales method
2. Competitive-parity method
3. Affordable method
4. Objective-and-task method
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 20
Which method for setting the promotional budget
begins with total revenues, deducts operating
expenses and capital outlays, and then devotes
some portion of the remaining funds to
advertising?
1. Percentage-of-sales method
2. Competitive-parity method
3. Affordable method
4. Objective-and-task method
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 21
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permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
©2012 Pearson Education, Inc. publishing as Prentice Hall.
Chapter 14 - slide 22