Generally speaking, a company's marketing channel objectives are influenced by the level of customer service sought, the nature of the company, its products, its marketing intermediaries, its competitors, and the environment.
a. True
b. False
Answer: True
MKT101
- Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.
- A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.
- An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.
- Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
- "Buy it now" is the message of ________.
- ______ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
- Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
- In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness.
- A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________.
- In the AIDA model, the D stands for ________.
- A marketer is making decisions about the headline, copy, illustration, and colors for a print ad. The marketer is making decisions about the ________.
- Nonpersonal communication channels include major media, ________, and events.
- Today, marketers are moving toward viewing communications as managing the ________ over time.
- Using integrated marketing communications, the communications process should start with ________.
- The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.
- In the communication process, the reaction of the receiver after being exposed to a message is called the ________.
- All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?
- Companies often fail to integrate their various communications to consumers because ________.
- More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
- Integrated marketing communications produces better communications ________ and greater ________ impact.
- Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?
- Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
- Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts.
- Which of the following is NOT a factor in the changes occurring in today's marketing communications?
- Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?