Enter Category Name
_____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.
A) Transaction marketing
B) Public relations
C) Online advertising
D) IMC
*D) IMC
Because of the _____ model, marketers may experience negative publicity if their product endorser is involved in controversy.
A) celebrity expertise
B) meaning transfer
C) celebrity popularity
D) endorsement shift
B) meaning transfer
Which of the following is NOT a good example of a communications objective?
A) To create awareness of the attributes of a brand or product
B) To create a favourable attitude about a product
C) To develop consumers' intentions to purchase a product
D) To increase sales volume
*D) To increase sales volume
At the beginning of summer when the weather begins to get hot, the makers of Kool-Aid beverages wish to ensure that moms will stock up on their kids' favourite flavours. They should use a(n) ______ appeal.
A) emotional
B) teaser
C) reminder
D) rational
C) reminder
Brand recall is often referred to as:
A) unaided brand awareness
B) product demand
C) message acceptance
D) product knowledge
A) unaided brand awareness
The major problem with the _____ budgeting method is that cause and effect may be reversed.
A) percentage of sales
B) objective and task method
C) competitive parity
D) rapidly diminishing returns
A) percentage of sales
Organizations often involve themselves in sponsorship activities to signal that they are socially responsible. This is especially effective when positioning:
A) competitively inferior brands
B) consumer services
C) corporate brands
D) business-to-business products
C) corporate brands
The _____ the brand share, the _____ the frequency level required.
A) lower; higher
B) higher; lower
C) lower; lower
D) higher; higher
B) higher; lower
When Philadelphia cream cheese educated consumers on how to use their product in baking or cooking, it partitioned the market according to:
A) end benefit
B) product category
C) brand name
D) usage situation
D) usage situation
Which of the following is an example of an advantage associated with product placement?
A) High absolute cost
B) Negative public reaction
C) Maintaining existing loyalty of current customers
D) Lack of control
C) Maintaining existing loyalty of current customers