【正文】 . Consumers are weling personal munications even if unsolicited. Answer: False Page: 551 Level of difficulty: Medium86. Mass munications affect personal attitudes and behavior through a twostep process. Answer: True Page: 552 Level of difficulty: Medium87. The influence of mass media on public opinion is as direct, powerful, and automatic as supposed. Answer: False Page: 552 Level of difficulty: Medium88. The twostep flow confirms the notion that consumption styles are primarily influenced by the “trickledown” or “trickleup” effect from mass media. Answer: False Page: 552 Level of difficulty: Medium89. The percentageofsales method of setting promotional expenditures calculates spending dollars based upon a percentage of last years total sales. Answer: False Page: 553 Level of difficulty: Easy90. The objectiveandtask method calls upon marketers to develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. Answer: True Page: 554 Level of difficulty: Medium91. In deciding on the marketing munications mix, panies must allocate the budget over the six major modes of munication. Answer: True Page: 554 Level of difficulty: Easy92. Advertising can be used to build up a longterm image for a product or trigger quick sales. Answer: True Page: 555 Level of difficulty: Easy93. The “pervasiveness of advertising permits the seller to repeat a message many times. It also allows the buyer to receive and pare the messages of various petitors. Answer: True Page: 555 Level of difficulty: Medium94. Companies must consider several factors in developing their munications mix: the type of product market, consumer readiness to make a purchase, and stage in the product’s life cycle. Also, the pany’s must account for its market rank. Answer: True Page: 556 Level of difficulty: Medium95. In measuring munication results, senior managers want to know the outes and revenues from their munications investments. Answer: True Page: 557 Level of difficulty: Medium96. Integrated marketing munications is a concept of marketing munications planning that recognizes the added value of a prehensive plan. Answer: True Page: 558 Level of difficulty: Easy97. The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches. Answer: False Page: 559 Level of difficulty: Medium 98. Integrated marketing munications can produce stronger message consistency and greater sales impact. Answer: True Page: 561 Level of difficulty: Easy99. In assessing the collective impact of an IMC program, the overriding goal is to create the most effective munications program possible. Answer: True Page: 562 Level of difficulty: Easy100. Marketing munications perform many functions for consumers such as being told or shown how and why a product is used, by what kind of person, and where and when. Answer: True Page: 536 Level of difficulty: Easy Essay 101. Marketing munications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell. The marketing munications mix consists of six major modes of munication. List and briefly explain each. Suggested Answer: These six are: (1) advertising, (2) sales promotion, (3) events and experiences, (4) public relations and publicity, (5) direct marketing, and (6) personal selling. Page: 536 Level of difficulty: Medium102. Marketing munication activities contribute to brand equity in many ways. Briefly list the six elements of the marketing munications mix and tell how these affect brand equity. Suggested Answer: As Figure shows, marketing munications activities contribute to brand equity by creating awareness of the brand。 linking the right associations to the brand image in consumers’ memory。 eliciting positive brand judgments or feelings。 and/or facilitating a stronger consumerbrand connection. Every brand contact delivers an impression that can strengthen or weaken a customer’s view of the pany. The elements of the marketing munications mix are advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Page: 537 Level of difficulty: Hard103. Explain the elements of the macromodel of munication process and list the nine elements contained. Suggested Answer: The macromodel of the munication process first lists the two major parties in a munication—sender and receiver. Followed by the major munication tool—message and media. Four elements represent major munication functions—encoding, decoding, response, and feedback. The last element in the system is noise (random and peting message that may interfere with the intended munication). See Figure . Page: 539 Level of difficulty: Hard104. Micromodels of marketing munications concentrate on consumers’ specific responses to munications. There are four classic response hierarchy models. List each model and outline their processes from the cognitive stage, affective stage, and behavior stage.Suggested Answer: The four classic hierarchy models are AIDA, hierarchyofeffects, innovationadoption model, and munications model. In the AIDA model, the first stage is attention, followed by interest, then by desire, and finally by action. In the hierarchyofeffects model, first is awareness, then knowledge, and liking, followed by preference, conviction, and finally purchase. In the innovationadoption model first is awareness, then interest, evaluation, trial, and finally adoption. In the munications model, first is exposure, then reception, cognitive response, attitude, intention, and finally behavior. Page: 540 Level of difficulty: Hard 105. There