Exam 9: Promoting the Interactive Service Experience

What is the relationship between integrated marketing communication and the promotional mix?

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -____________________ refers to the pursuit of a single positioning concept for an organization or its products,which is achieved by planning,coordinating,and unifying all its communication efforts.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -______________________ refers to making the service more concrete.

Service marketers should consider using integrated marketing communication when they want to produce a consistent image of their service offerings.

Service organizations are shifting their promotion strategies and budgets towards more online advertising.

Can the promotional mix elements be interchanged to accomplish the service organization's promotional objectives? Explain your answer.

It is not yet possible to utilize social media to advertise service products.

Word-of-mouth communication is often perceived as not being very credible by customers.

A vividness strategy is an advertising approach that attempts to tangibilize the intangible.

Which of the following is NOT an element of the services promotional mix?

A free sample is an example of

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -________________ uses concrete language,tangible objects,and dramatization techniques to tangibilize the intangible.

Service marketers are doing a good job of harnessing the potential of IMC.

Organizations that rely heavily on sales promotions run the risk of creating a circumstance in which some customers will use its services only when a sales promotion is offered.

Which of the following approaches is not intended to establish a strong link between an organization's name and the service offering through interactive imagery?

Describe the primary function(s)of promotion.

Describe the guidelines for developing effective service advertisements.

When developing service advertisements,service organizations need not consider the possibility of advertising to their employees.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -The best _____________ that a service organization can receive comes from its customers.

Advertising does not play a key role in supporting the other promotional tools.