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Business
Quiz 8 :
Integrated Marketing Communications
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Which of the following strategic goals of marketing communication is most likely to stimulate trial purchases of new products and brands by customers?
Free
Multiple Choice
Answer:
Answer:
A
Explanation:Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases.
_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.
Free
Multiple Choice
Answer:
Answer:
D
Explanation:Identifying prospects is becoming an increasingly important goal of marketing communications because modern technology makes information gathering much more practical, even in large consumer markets.
All of the following are important goals of marketing communications EXCEPT:
Free
Multiple Choice
Answer:
Answer:
D
Explanation:Strategic goals of marketing communication are to: create awareness about the product, build positive images, identify prospects, build channel relationships, and retain customers.
Producers help retailers who carry their brands by all of the following ways EXCEPT:
Multiple Choice
Answer:
Which of the following is NOT true of the strategic goal of retaining customers?
Multiple Choice
Answer:
Which of the following refers to the combination and types of nonpersonal and personal communication that the organization puts forth during a specified period?
Multiple Choice
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Which of the following products is most likely to contain short-run incentives in its promotion mix?
Multiple Choice
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If a product is a new complex technology that requires a great deal of explanation,its promotional mix will most likely:
Multiple Choice
Answer:
A paid form of nonpersonal communication,about an organization,its products,or its activities that is transmitted through a mass medium to a target audience is called:
Multiple Choice
Answer:
Which of the following is a paid form of nonpersonal communication that uses media such as outdoor displays,car cards,or directories to reach out to a target audience?
Multiple Choice
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The nonpersonal promotional effort for a new breakfast cereal is least likely to rely on:
Multiple Choice
Answer:
Which of the following elements of the promotional mix are coupons,sweepstakes,refunds,and displays examples of?
Multiple Choice
Answer:
An activity or material that offers customers or resellers a direct inducement for purchasing a product is called:
Multiple Choice
Answer:
Which of the following is a nonpersonal form of communication that seeks to influence the attitudes,feelings,and opinions of customers,noncustomers,stockholders,suppliers,employees,and political bodies about the organization?
Multiple Choice
Answer:
A nonpaid form of nonpersonal communication about an organization and its products that is transmitted through a mass medium in the form of a news story is referred to as:
Multiple Choice
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The promotional mix of a new complex technology is most likely to focus on:
Multiple Choice
Answer:
The marketing department of Cool-down,Inc.,noticed that customers are not buying as many bottles of Cool-down soft drink in December as they usually do in July.Cool-down decided to offer coupons and refunds.It also planned a sweepstake.Which of the following elements of the promotional mix is Cool-down trying to use?
Multiple Choice
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Fashion Inc.,a designer clothing company,jointly develops its advertisement plans and sales promotions to create a consistent message for its customers.Fashion Inc.is using:
Multiple Choice
Answer:
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