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Exam 12: Old and New Media: From One-To-Many to Many-To-Many

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Question 1

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As a part of IMC,marketers do which of the following?

A) use only one or two elements of the promotion mix at a time
B) identify what information customers want and how,when,and where they want it
C) focus on one-to-one marketing to the exclusion of mass marketing
D) focus on increasing profit margins rather than lifetime value of a customer
E) produce promotions in-house instead of using outside agencies

F) A) and B)
G) C) and D)

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Question 2

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Discuss how marketers can use virtual worlds to convey marketing communications.

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Virtual worlds allow users to hang out i...

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Question 3

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Allyson Godwin plans on setting up a small business where she will offer quilting lessons,sell material and quilting kits that she will create,and market her own creations.Last year her quilting skills earned her $2,000.She estimates that quilting as a full-time business will earn $10,000 during her first year.She has budgeted five percent of her sales estimate to be spent on promotion.What promotion method is Godwin using? What are the advantages and disadvantages of this method?

The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals.

In the communication model,the message is the actual communication that bounces back from the receiver to the sender.

Today's consumers are increasingly getting information from one another rather than from the original source.This new communication landscape is referred to as ________.

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

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple,repetitive advertising in a variety of media.

An avatar is a ________.

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends,neighbors,and acquaintances?

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.

Which of the following is NOT true about the message in the communication model?

Only small companies with limited promotional budgets have successfully used viral marketing.

Through word-of-mouth communication,consumers look to each other for product information and recommendations.

With which type of marketing communication does the marketer have the greatest level of control over the message?

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Which of the following is NOT a traditional form of marketing communication?

A newspaper article discussed a lawsuit in which independent video stores accused Blockbuster of engaging in an illegal conspiracy to drive them out of business.What promotion element would Blockbuster most likely use to improve its corporate image,which has been tarnished by these accusations?

Vitamin drinks are in the growth stage of their product life cycle.This means that promotion for vitamin drinks most likely focuses on ________.

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