Exam 12: Marketing Communications

Meg & Mason, a newly launched women's clothing brand, creates videos and ads online to attract customers to its website.Which of the following stages of customer advocacy is Meg & Mason in?

A non-profit organization decides to organize a marathon in the city of Quebec to create awareness of cancer.The organization's main aim is to appeal to the local audience for participation in the marathon.The organization has a small budget and little time to appeal to the audience, and wants to minimize avoidance of the message.Which of the following media will be best suited for this organization?

Which type of marketing does a company use to connect to its customers when they are interested in a product or service?

A company sends its customers e-mails informing them about newly launched products, as well as offers available for members.Many customers reply to the e-mail, seeking further information about the products and membership.This is an example of _____.

Consumers in Canada are among the most connected digitally in the world.

There is a changing landscape in terms of media and how consumers are interacting with marketing communications.What change has happened to make it easier for a company to have a two-way communication with the consumer?

Marketers tailor how they are spending their advertising dollars.What is the largest recipient of advertising dollars in Canada?

Murphy's Irish Stout created an app, When It Rains It Pours for rewarding loyal customers in Cork, Ireland.This exemplifies the use of _____ marketing.

Loyalty programs are continuity programs that reward customers for ongoing purchases with _____.

Display ads are commonly called banner ads.

_____ provide(s) marketers with expertise on how best to communicate messages to their audiences.

_____ refers to the use of online ads with graphics that are placed on websites.

_____ refers to short-term marketing tools used to encourage immediate purchase by end users.

Drobo Biscuits usually have biscuit packets with 10, 20, and 50 biscuits.In order to boost the company's sales, the company introduces biscuit packs that have 20 percent extra content.The company also mentions this in its package with great prominence.Identify the promotional tool that the company is using in this case.

There are two approaches to marketing communications.They are ______.

_____ provide marketers with expertise on how best to communicate messages to their audiences.

What are the different marketing communication tools?

_____ refers to the creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response.

Owned media refers to free publicity secured through unpaid media mentions and consumer word-of-mouth.

Shane uses his smart phone to receive promotional information from his bank.Smartphone penetration has reached ____.