Chapter 11 Multiple-Choice Questions

Chapter 11 Multiple-Choice Questions

Configuring the Marketing Communications Mix
. This form of marketing communications tool was once formally referred to as a 'non-personal form of communication, where a clearly identifiable sponsor pays for a message to be transmitted through media. This is referred to as:

. Packaging and point of purchase display are categorised within what media?

. The use of entertainment material delivered through paid or owned media and which features a single company or brand is referred to as:

. Although the content and quality can be controlled as direct mail, response rates of this medium are lower because of the lack of a personal address mechanism. This media format is known as:

. Users are able to create content and become more involved with a brand through:

. A commercial activity, whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources is referred to as:

. This is a marketing communication tool that uses non-personal media to create and sustain a personal and intermediary free communication with customers, potential customers, and other significant stakeholders:

. This is the planned and deliberate use of brands within films, television and other entertainment vehicles with a view to developing awareness and brand values.

. These are events when groups of sellers meet collectively with the key purpose of attracting buyers:

. This is a marketing communications activity concerned with providing support for the sales force and merchandising personnel:

. For a long time, commercial media have been used to convey messages designed to develop consumers' attitudes and feelings towards brands. This is referred to as:

. POEM reflects the increasing scope of contemporary media and the range of media opportunities to engage audiences. What does POEM stand for?

. ______________ are characterized by the provision of a contact mechanism, such as a telephone number or web address, and increasingly through search activities on the Internet. These mechanisms enable receivers to respond to messages.

. This marketing and communication tool offers a direct inducement or an incentive to encourage customers to buy a product/service:

. This is the use of inter-personal communications with the aim of developing positive feelings and stimulating behaviour.

. This is a marketing communication tool that uses non-personal media to create and sustain a personal and intermediary free communication with customers, potential customers and other significant stakeholders.

. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others:

. A means of orchestrating the tools of the marketing communications mix, so that audiences perceive a single, consistent, unified message whenever they have contact with a brand, is referred to as:

. What type of media helps advertisers demonstrate the benefits of using a particular product and can bring life and energy to an advertiser's message?

. ___________ refers to the use of entertainment material which features a single company or brand.

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