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

Which of the following best explains why a forty-year-old woman and a fifteen-year-old boy would interpret an ad for an age-minimizing makeup differently?

In one section of the Sunday newspaper there are four-color,magazine-style advertisements for different stores.Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week.How are these magazine-style advertisements the implementation of sale promotions?

Which promotional mix strategy directs marketing efforts toward final consumers?

Companies rely on either a push strategy or a pull strategy,seldom using both throughout a product's life cycle.

________ components of the promotion mix do not seek a short-term increase in sales.Instead,with these communication activities,the company tries to maintain a positive image of an organization and its products.

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

Advertising has some shortcomings.What is NOT one of them?

Tired Toes is a new line of foot care products.The company's marketing team wants to help build buzz for the line by creating a brand community.The marketing team should use social networks to achieve this objective.

According to the communication model,________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

The communications model is an effective way to look at traditional marketing communications,but not new buzz building activities.

Explain how new social media formats have democratized marketing messages.

Which of the following is NOT a form of one-to-one marketing?

A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats.It is the first product of its type to enter the marketplace.What promotional mix would the company most likely use with this new product? Why?

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price,and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

In 2001,IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system.This is an example of buzz marketing.

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

Which of the following statements about advertising is true?

Which of the following types of communication programs is typically the most difficult to evaluate?

The concept of ________ marketing communication suggests that the company must blend the marketing communication forms carefully to make sure the message is consistent,clear,and compelling.