Marketing

CHAPTER THIRTEEN E-MARKETING COMMUNICATION TOOLS Multiple Choice 1. ________ is a cross-functional process for planning, executing, and monitoring dirty word communications designed to profitably uprise, retain, and grow customers. a. corporate merchandising communication (IMC) b. The hierarchy of effects c. tick denote d. Wireless publicise (a; intemperate; p. 283-4; LO1; analytic Skills) 2. Marketing communication consists of ________ messages amongst firms and customers, as well as those among customers. a. planned b. unplanned c. all of the above d. none of the above (c; reduce; p. 284; LO1; analytic Skills) 3. The think, feel, do sample is well accepted for what attractive of product decisions? a. low-involvement decisions b. high-involvement decisions c. impulse acquire decisions d. price-based purchase decisions (b; Difficult; p. 285; LO1; analytic Skills) 4. Putting the brand secern and product benefits in effort of users is the goal of which type of advertising? a. direct-response b. sponsorship c. brochureware d. brand advertising (d; Moderate; p. 286; LO2; Analytic Skills) 5.

________ is non-personal communication of information finished various media, usually smooth-tongued in nature well-nigh products or ideas and usually paid for by an identified sponsor. a. coordinated marketing communication (IMC) b. Brochureware c. Advertising d. shoot marketing (c; Moderate; p. 286; LO2; Analytic Skills) 6. for each(prenominal) one of the following is a promising marketing proficiency for unstable devices except _________. a. sponsorships b. content-sponsored advertising c. placement marketing d. short message emolument (SMS) (a; Difficult; p. 292-3; LO4; Analytic Skills) 7. The biggest downside of enliven and highly interactive banners is that they ________. a. tilt to eager customers b. require a lot of bandwidth c. are arduous to read d....If you require to get a full essay, order it on our website: Orderessay

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