Exam 10: One to Many to Many to Many: Traditional and New Media

Virtually everything an organization says and does is a form of marketing communication.

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.

________ 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.

Buzz that comes from a deliberate buzz marketing campaign is called ________, while buzz that occurs without a deliberate campaign from the marketer is called ________.

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

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

Which promotional mix strategy directs marketing efforts toward final consumers?

Explain how companies identify and use brand ambassadors and brand evangelists.

Which of the following is the last step in the hierarchy of effects?

Which promotional mix strategy directs marketing efforts toward market channel members?

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

Which of the following is the nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor using the mass media?

Which of the following specifies that a source, message, medium, and receiver are the elements necessary for communication to occur?

A company is implementing ________ when it airs a television commercial to millions.

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

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

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.

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

Buzz works best when companies put paid consumers in charge of creating their own messages.