Chapter 9 Multiple choice questions

Chapter 9 Multiple choice questions

. This form of marketing communications tool is referred to as 'a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future'. This is referred to as:

. ____________ is very effective at delivering messages to target audiences as it allows for explanation in a way that most other media cannot.

. The use of entertainment material delivered through paid or owned media and which features a single company or brand is referred to as:

. Although the content and quality can be as controlled as direct mail, response rates of this medium are lower because of the lack of a personal address mechanism. This media format is known as:

. The development of social media has enabled individuals to communicate with organizations, communities, friends, and family. The content of the message can be about brands, experiences, or events, and is developed and shared by individuals. This is referred to as:

. A commercial activity, whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources is referred to as:

. This is a marketing communication tool that uses non-personal media to create and sustain a personal and intermediary free communication with customers, potential customers, and other significant stakeholders:

. This includes advertisements that contain 'call-to-response' mechanisms such as telephone numbers, website addresses, email and postal addresses:

. These are events when groups of sellers meet collectively with the key purpose of attracting buyers:

. This is a marketing communications activity concerned with providing support for the sales force and merchandising personnel:

. For a long time commercial media have been used to convey messages designed to develop consumers' attitudes and feelings towards brands. This is referred to as:

. _______________ have become increasingly necessary as the incidence of crises has increased. This appears to be due to an increasing number of simple managerial mistakes, incorrect decision making, technology failures, and uncontrollable events in the external environment.

. ____________ is also a form of sponsorship and represents a relationship between film/TV producers and managers of brands. Through this arrangement, brand managers are able, for a fee, to present their brands 'naturally' within a film or entertainment event. Such placement is designed to increase brand awareness, develop positive brand attitudes, and possibly lead to purchase activity.

. This marketing and communication tool offers a direct inducement or an incentive to encourage customers to buy a product/service:

. This is the use of inter-personal communications with the aim of developing positive feelings and stimulating behaviour.

. ________________is used to influence the way an organization is perceived by various groups of stakeholders.

. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others:

. A means of orchestrating the tools of the marketing communications mix, so that audiences perceive a single, consistent, unified message whenever they have contact with a brand, is referred to as:

. What type of media helps advertisers demonstrate the benefits of using a particular product and can bring life and energy to an advertiser's message?

. What type of media has the primary objective to get the attention of shoppers and to stimulate them to make a purchase? (Examples include point-of-purchase displays and packaging.)

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