Exam 16: Customer Communication

Roseberry,Inc.,an American producer of snack foods,introduces a new brand of cookies and snacks called TasteyBites.The firm negotiates with several retailers and wholesalers to stock TasteyBites range of cookies and snacks,as well as promote them through in-store marketing activities.However,the firm does not directly market its products to end consumers.In this example,Roseberry,Inc.uses which of the following promotional strategies?

In ________,behaviorally targeted ads follow users even as they move on to other Web sites.

Which of the following is an advantage of using newspapers as an advertising media?

Companies rely on public relations to build a favorable corporate image and foster positive relations with their many stakeholders,including communities,investors,industry analysts,government agencies,and activists.Compare and contrast the use of traditional press releases and social media releases in public relations' efforts to reach those stakeholders.

In the commercial for their new asthma drug,CHL Pharmaceuticals suggests that viewers should consult with their doctors for more information about the medication.In this example,CHL Pharmaceuticals uses which of the following strategies?

E-Shopper is an online retailer of books,movies,music,games,electronics,toys,apparel and general home items.The firm tracks the online activities of website visitors: such as the links that their website visitors click on,the searches they make,and the things that they interact with.Based on this information,they serve up ads based on what the website visitor appears to be interested in.In this example,E-Shopper uses which of the following promotional strategies?

The new social model of customer communication is unidirectional and intrusive.

Institutional advertising refers to advertising that presents a company's opinions on public issues such as education or health care.

One of the most significant changes that the social communication model has brought to marketing is that companies now have far less control of their messages.

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.

Reminder advertising tells past customers that a product is still available or a company is ready to serve their needs.

Discounts or other financial considerations offered by producers to wholesalers and retailers are termed as ________.

________ involves ads with graphical content served up on web pages based on some knowledge of an individual's interests or behaviors.

With rebates,companies offer partial reimbursement of the price as a purchase incentive.

Six months after you bought a new car,you receive a letter from the manufacturer telling you about a special price being offered by the dealer for an oil change.This is an example of "reminder advertising."

________ refer(s)to printed or electronic certificates that offer discounts on particular items and is/are redeemed at the time of purchase.

Which of the following statements is TRUE about direct marketing?

Brand communities refer to formal or informal groups of people united by their interest in and ownership of particular products.

FunLearning,Inc.is an American manufacturer of science kits and build-it toys for children between 3 and 12 years of age.The firm uses organic and eco-friendly policies.It invests a lot of money in advertisements aimed at increasing its brand awareness.The advertisements encourage customers to ask local retailers for FunLearning toys.In this example,FunLearning,Inc.uses which of the following promotional strategies?

The social communication model is limited to the consumer sector.