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

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

Which of the following statements about the competitive-parity method of budgeting is true?

A ________ is a loyal customer who works for a brand for free.

Which of the following is a benefit of multichannel promotional strategies that blend traditional promotional activities with online buzz building activities?

When FedEx communicates with its target markets through the use of a print medium such as Newsweek magazine,it is using which element of the promotion mix?

Which of the following is NOT an element of the promotion mix?

In the AIDA model,the D stands for ________.

In terms of the communication model,________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Every point of contact a company or brand has with a consumer is called a(n)________.

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding,as defined by the communication model.

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement.The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products.This is an example of ________.

A newspaper article announced that VoiceStream Wireless,the nation's sixth-largest wireless carrier,was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones.Of which element of the promotion mix is this an example?

What are the four objectives a message should ideally accomplish each time a promotion mix is designed?

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model.What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Which of the following is NOT one of the four main roles performed by marketing communication?

Viral marketing is most closely related to which of the following?