Exam 12: Old and New Media: From One-To-Many to Many-To-Many

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends,neighbors,and acquaintances?

With which type of marketing communication does the marketer have the greatest level of control over the message?

In the communication model,the message is the actual communication that bounces back from the receiver to the sender.

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

A newspaper article discussed a lawsuit in which independent video stores accused Blockbuster of engaging in an illegal conspiracy to drive them out of business.What promotion element would Blockbuster most likely use to improve its corporate image,which has been tarnished by these accusations?

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple,repetitive advertising in a variety of media.

Allyson Godwin plans on setting up a small business where she will offer quilting lessons,sell material and quilting kits that she will create,and market her own creations.Last year her quilting skills earned her $2,000.She estimates that quilting as a full-time business will earn $10,000 during her first year.She has budgeted five percent of her sales estimate to be spent on promotion.What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Today's consumers are increasingly getting information from one another rather than from the original source.This new communication landscape is referred to as ________.

An avatar is a ________.

Vitamin drinks are in the growth stage of their product life cycle.This means that promotion for vitamin drinks most likely focuses on ________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Only small companies with limited promotional budgets have successfully used viral marketing.

Which of the following is NOT true about the message in the communication model?

The communication model acknowledges that messages can be blocked by ________,which is anything that interferes with effective communication.

Discuss how marketers can use virtual worlds to convey marketing communications.

Through word-of-mouth communication,consumers look to each other for product information and recommendations.

As a part of IMC,marketers do which of the following?

A company is implementing ________ when it airs a television commercial to millions.

Which of the following is NOT a traditional form of marketing communication?

The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals.