general business data bank

101.
Marketing
communications are the means by which firms attempt to inform, persuade, and
remind consumers—directly or indirectly—about the products and brands that they
sell. List the eight major modes of communication that make up the marketing
communications mix.

.

102.
Explain the elements of the
macromodel of communication process and list the nine elements contained.

103.
For a
buyer with high involvement with a product category who perceives high
differentiation within it, describe the six elements of the
hierarchy-of-effects model.

104.
There
are eight steps in developing effective communications. List these steps in their order of flow.

105.
Formulating the communications
to achieve the desired response will require solving the problems of message
strategy and creative strategy among others.
Define and then describe the differences between these two strategies.

106.
A
spokesperson’s credibility is very important to his or her effectiveness as a
message source. What factors underlie
source credibility and what makes for the most highly credible source?

107.
Explain
the principle of congruity as it pertains to message sources. And what happens when a person holds one
attitude toward the source and the opposite toward the message.

108.
Many
companies set promotion expenditures at a specified percentage of sales or of
the sales price. What are the advantages
and disadvantages of this method?

.

109.
Why do
companies use sales promotion tools, and what three distinctive benefits do
these tools offer?

110.
Communication
tools vary in cost-effectiveness at different stages of buyer readiness. Discuss which communication tools are most
cost-effective at the five stages of buyer readiness.