Exam 16: Customer Communication

A television commercial promoting a new range of naturally-flavoured ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.

Luminescent Inc.manufactures and sells products related to surfing,skateboarding,and snowboarding.During Christmas,the firm gave free sports bottles with a Luminescent logo to all its customers,with the aim of keeping the firm's name in front of customers for a long period of time.This is an example of ________ advertising.

One of the most significant changes that the social communication model has brought to marketing is that companies now have far less control of their messages.

With a push strategy,the producer appeals directly to end customers.

Discuss the three trends that are likely to shape advertising media in the coming years.

Targeted display advertising allows customers or website visitors to opt-in to mailing lists.

The government agency that has the authority to impose penalties against advertisers who violate federal standards for truthful advertising is the ________.

A promotional strategy that directly stimulates consumer demand via advertising and other communication efforts is known as ________.

Joseph is a new sales agent at Clevenger & Co.,a firm that sells life and health insurance plans.Joseph is asked to generate a list of individuals in a specific neighborhood who might need insurance services,and then shortlist those individuals who are likely to have the available money to purchase the firm's insurance plans.In this example,the task given to Joseph is termed as ________.

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.

A promotional strategy that focuses on intermediaries is termed as ________.

If a company asks its customers or website visitors to opt-in to its mailing lists,it is using ________.

Discounts or other financial considerations offered by producers to wholesalers and retailers are termed as ________.

National Do Not Call Registry gives individuals the opportunity to have their numbers removed from telemarketers' lists.

Advertising or display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions are called ________.

TechSmart Inc.,a software solutions firm,runs full-page advertisements in the newspaper and commercials emphasizing the firm's commitment to employment generation,affirmative action,and multiculturalism.The aim of the promotional strategy is to create goodwill and build a positive image for the firm.In this example,TechSmart Inc.uses ________ advertising.

An in-person or online gathering of media representatives at which companies announce new information is called a ________.

Bell Laboratories,a pharmaceutical company,launches a new,over-the-counter drug for pain relief.The firm supplies the new drug to pharmacies and physicians at a discounted rate to encourage the retailers to carry the new product.In this example,Bell Laboratories uses which of the following promotional strategies?

Compare and contrast viral marketing with conversation marketing.