Exam 12: Marketing Communications

Ket Inc., a producer of refined cooking oil, largely focuses its communication efforts on wholesalers, retailers, and distributors.Which of the following strategies has Ket adopted?

Sam's Ice Creams receives requests for additional information on their website.These requests are known as _____.

An organization engages in personal selling to promote its industrial products.This is an example of inbound marketing.

Traditional marketing communications like TV and radio advertising fall under the category called Outbound marketing.

The Globe and Mail uses which online tools to stay competitive in the marketplace?

For consumers, modern communications lines are blurred between reality, entertainment, self-expression and marketing messages.

Public relations is a communications tool that seeks to influence the opinions and attitudes of target groups.

Pay-per-click advertising is also referred to as _____.

Describe the offline and online approaches of direct response marketing.

By offering its consumers free samples of coffee, which of the following tools is Latte, Inc.using to drive its customers through the customer advocacy funnel?

_____ reaches consumers while they are in transit and is about an organization, good, service, or idea by an identified sponsor.

_____ is a communications tool that provides short-term incentives to generate interest in a product or cause and encourages purchase or support.

Describe how "connected" consumers have changed the way marketers communicate.

A local bank is looking to recruit people for different vacancies across its branches in Canada.The bank's advertising budget is low and it wants to convey detailed information about the job to the applicants.Which of the following media is most suitable to promote the recruitment initiative?

Nelly's, a brand that offers its customers cosmetics with 100 percent natural ingredients, has established itself through word-of-mouth marketing.Most of its new customers become aware of the brand through recommendations from existing customers.On its 10^thanniversary, it offers to its members discounts on the newly launched range of cosmetics.Nelly's is most likely in the _____ stage of the customer advocacy funnel.

Advertisers do not have control over messaging in advertising.

For Canadians, time spent on digital media is increasing while time spent on traditional forms of media is decreasing.

_____ is the resultant request of direct response for additional information.

Which of the following communication strategies is Latte, Inc.adopting for its new Arabica coffee?

Froys is a new brand of potato chips from a large manufacturer.The company wants to take the product to a wide audience through advertising.It also wants to make the brand name and logo highly visible to the public.It plans to shoot a video advertisement to fulfill these objectives.Which of the following media is most suited to advertise Froys?