Exam 16: Customer Communication

Matrix Electronics Inc.is a manufacturer of flash equipment for photography.The firm has a discussion forum in its official website aimed at facilitating customers and other audiences to connect with the company and with each other.Matrix Electronics Inc.often invites professional photographers to join these discussion threads,to enable budding photographers to better their craft.In this example,Matrix Electronics Inc.uses ________.

Advertising or display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions are called ________.

The AIDA model,a classic approach to promotional communication,consists of four steps: stimulating Anxiety,encouraging Introspection,increasing Determination,and promoting Activity.

Comparative advertising is useful whenever a company believes it has some specific product strengths that are important to customers.

Compare and contrast the advantages and disadvantages of newspapers as advertising media,with that of television.

Luminescent,Inc.manufactures and sells products related to surfing,skateboarding,and snowboarding.During Christmas,the firm gave free sports bottles with a Luminescent logo to all its customers,with the aim of keeping the firm's name in front of customers for a long period of time.This is an example of ________ advertising.

The chief downside of trade allowances is that they can create the controversial practice of forward buying,in which customers load up on merchandise while the price is low.

Free or bargain-priced items offered to encourage consumers to buy a product are termed as ________.

Compare and contrast trade promotions with consumer promotions.

Myers and Co.,a firm that manufactures fire alarm systems for organizational customers,uses statistics,product testing reports,and other quality assurance certificates to convince corporate clients of the effectiveness of their products.In this example,Myers and Co.uses advertising appeal based on ________.

Sales promotion consists of two basic categories: consumer promotion and trade promotion.

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.

Compare and contrast personal selling with consultative selling.

Compare and contrast institutional advertising with advocacy advertising.

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

The process of finding and qualifying potential customers is known as ________.

Compare and contrast viral marketing with conversation marketing.

Compare and contrast the conventional promotion model with the new social model of customer communication.

One of the biggest disadvantages to advertising in newspapers is declining readership in many cities.

Discuss the three trends that are likely to shape advertising media in the coming years.