Exam 15: Marketing Communications

Dernz Inc.,a food manufacturing company,markets tomato ketchup globally.As its consumers are well aware of the uses of ketchup,the company does not have to generate product awareness.The company,however,wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup.In this scenario,Dernz Inc.must employ _____.

_____ seeks to convert an existing need into a want or to stimulate interest in a new product.

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Earned media is a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services.

_____ is the process by which meanings are exchanged or shared through a common set of symbols.

Advent Automobiles Inc.launches a new sport utility vehicle (SUV).It develops a marketing message and places advertisements in leading newspapers and on social media sites to inform consumers about the new SUV and its various features.In the context of the communication process,Advent Automobiles Inc.is the _____.

Which of the following statements is true of sales promotions?

Noise refers to anything that interferes with,distorts,or slows down the transmission of information.

A benefit of advertising is that:

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series received wide coverage in newspapers and on television,which created awareness about Wild Plus and led to a large viewership.Wild Plus engaged in:

As receivers in the communication process,marketers:

Which of the following is a characteristic of the elements of a promotional mix?

Owned media is often used as another term for content marketing.

_____ is designed to stimulate a purchase or an action.

_____ is a promotional element with a very low cost per contact.

A proper promotional mix is one that:

Personal selling is not required when buyers are well informed and geographically dispersed.

To increase its revenue,Sky Airlines,an airline company,decides to promote well-known companies in its in-flight magazine.These companies would pay a fixed price to Sky Airlines to print their promotional messages in the in-flight magazine.In the context of the promotional mix,the in-flight magazine is being used for _____.