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

Marketers for Alive!,a new sports energy drink,have hired teams of college students to encourage friends and classmates on campus to try the new product.The students have been directed by Alive! to promote the new drink without revealing that they are contracting with the company.Alive! is most likely to be accused of which of the following unethical marketing strategies?

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

Viral marketing primarily uses which of the following communication channels?

Which of the following refers to Internet-based platforms that allow users to create their own content and share it with others who access these sites?

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Which method of setting an advertising budget is based on analyzing competitors' spending?

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

The idea of buzz isn't really new,but the magnifying effect that technology has on the spread of buzz is new.

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

The series of stages through which a marketer attempts to guide a consumer is called the ________.

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

After determining its communication objectives,the company's next step in developing a promotional plan is to ________.

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as ________.

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

Which of the following is typically true during the growth stage of the product life cycle?

Which of the following is NOT a step in developing a promotional plan?

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?