Exam 10: Marketing Communications, social Media, and Customer Response

Which of the following communications are primarily intended to stimulate potential customers to contact the company,visit the company web site,obtain a free sample,and buy the company's product?

Which of the following is a performance metric used to measure brand-image communications?

Consumer response to advertising costs is measured as total revenue.

A push marketing strategy differs from a pull marketing strategy in that a push marketing strategy ________.

Kristy's Decorations Inc.is a firm that manufactures and sells Halloween decorations in Oakland.The firm starts heavily advertising its products during September and October,and sets up temporary shops in various neighborhoods during this period.After Halloween is over,the firm does not direct any messages to its target customers till the next year.In this example,Kristy's Decorations Inc.uses which of the following marketing communications strategies?

A firm finds that 50% of the target market is exposed to a marketing communication,40% of that group is aware of the offering,80% understand the message.WIthin that group,60% intends to purchase,and 70% of that group actually does purchase.The customer response index is 6.7%.What is the difference in the value of the customer response index if 80% of the group intends to purchase and 60% of that group actually does purchase?

In television advertising,the combined impact of message frequency and reach produces an index called ________.

Push communications are directed at channel intermediaries.

A gross rating point equals ________.

Which of the following is an approach to message reinforcement that maintains awareness,reduces copy wear-out,and is cost-efficient?

Which of the following message frequency strategies would be appropriate for seasonal products,political candidates,and special events where the goal is to steadily increase message awareness over a relatively short period of time with no concern about message awareness decay after the messages stop?

Which of the following statements is true about trade promotions?

Ad copy can best attract customers when it is based on customer needs and situations that are familiar to customers.

A television advertisement achieves 200 GRPs over a 4-week exposure period.The advertisement is run in alternating 4-week periods in which during the intervening 4-week period no messages are run.This is an example of which of the following approaches to message reinforcement?

What is pulsing? What are the advantages of pulsing?

The idea that the advertising effort made in a given period will produce some additional sales response in subsequent sales periods is known as the ________.

Target market reach is the total number of customers who purchase a product as a result of a marketing message.

Which of the following is true about a pull communication strategy?

Calculate the advertising elasticity if a company has a 1.3% change in sales and a 5.2% change in ad expenses.

MINI-CASE Vincent & Rankine is a company that spends billions of dollars annually on marketing communications,primarily because they have many brand offerings in several product categories.Some of these expenditures are used on marketing communications targeted at end-user consumers of their brand,and other expenditures are used on marketing communications targeted at intermediaries in the channel of distribution. -Mini-Case Question.Since many of Vincent & Rankine's consumer products are products used every day to satisfy customer needs,the company advertises frequently.However,the cost of advertising has increased dramatically over the years and V&R is concerned about the potential for copy wear-out and customer irritation due to overexposure.The company decides to address this situation by using alternating exposure periods.The firm advertises its products over a 4-week exposure,and runs its advertisements in alternating 4-week periods.In this example,Vincent & Rankine uses which of the following strategies?