Exam 10: Creating Customer Dialogue

PR:

Budgeting that begins with the manager setting a total communications budget and then allocating the budget to the various forms of communication is:

Compared to other areas,the goals of integrated communications are much easier to measure accurately.

The attempt to define the product's image/meaning in the mind of a prospect is called:

The _____ model describes the information processing stages through which a target must pass prior to purchase.

In the business area,unlike the final consumer market,sugging is considered to be appropriate and ethical.

Sugging:

The hierarchy-of-effects model focuses upon building a synergistic combination of communication equipment and assets.

_____ goals are set for those communications that are intended to cause the receiver to do something.

The only action goal of interest to the marketer is that of sales results.

All of the following statements about telemarketing are true EXCEPT it:

In the CRM process,implementing the communication strategy involves:

This is initiated by the marketer and can be used to set appointments for field salespeople,invite prospects to visit the trade show booth,renew memberships and other actions.

All of the following are advantages associated with the objective-and-task approach EXCEPT:

Write a short note on the hierarchy-of-effects model and its various stages?

In _____ the marketer may bid on key search terms and thereby have its firm name appear when a potential customer searches using that term.

A product's position is determined by:

In terms of business marketing,securing 300 visitors to a trade show booth who bring coupons from a direct mail campaign best illustrates:

Personal selling allows messages to be "tailored" to each individual buyer,but at a higher relative cost to advertising.

New firms and financially weak firms are most likely to use: