_____ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations
Answer: D
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Marketing Management Chapter 17
- Luke is considering the various options available to him to promote an energy-drink, Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?
- Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?
- Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?
- Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?
- Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.
- Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?
- Which of the following circumstances are best suited for the use of personal selling?
- Which of the following statements is true of the role of advertising in business markets?
- Which of the following marketing communications tools is most effective at the later stages of the buying process?
- Janet is a marketing manager with a Injoos, a company that manufactures packaged fruit juices. Knowing that there exist several other companies in the market that offer similar products, Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?
- Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
- Which of the following benefits is offered by sales promotion tools?
- Marketing communications budgets tend to be higher when ________.
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?
- Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?
- Which of the following statements is true of the two-step approach to mass communications?
- Which of the following is a form of mass communications channel?
- Personal influence in marketing communications carries great weight when ________.
- Which of the following is a form of earned media for marketing communication messages?
- Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?
- Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?