IBM 307 Qz 1 – Flashcards
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Increased usage of micro-marketing means:
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focus more on individuals and micro-segments
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In IMC, a contact point is best described as
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places where customers may interact with or acquire additional information about a firm
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Alternative interactive marketing techniques are designed to
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connect the potential consumers to a product or brand and not just simply purchases
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The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to
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alternative communication venues and methods
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Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality
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True
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Examples of communication noise except:
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analyzing a magazine advertisement
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Which is an example of feedback in a marketing channel?
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purchases, inquiries, complaints, questions, visits to the store, and hits on a Web site
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A brand manager is the individual who oversees a line of products on behalf of an advertising agency
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false
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A consumer sees a billboard while driving. The billboard is a
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Transmission Device
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Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, the individuals in the group identified are
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receivers
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In the marketing mix, where does integrated marketing communications belong
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promotion
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In Dr. Philip Kotler's defintion of MARKETING, the "P" in CCDVTP stands for
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profit
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The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.
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true
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Traditionally, promotions included the following, except
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package design
