Marketers use corporate blogs to a create positive

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Marketers use corporate blogs to: A. create positive word of mouth. B. build customer loyalty. C. gather feedback. D. respond directly to customers. E. all of these. A blog contains periodic posts on a common web page. It can be used for all of the purposes listed, as a way to communicate with customers. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 101. (p. 347) A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. A. corporat e blog B. faxed newsletter C. Super Bowl ad D. full-page ad in selected newspapers E. public relations campaign A blog contains periodic posts on a common web page. It can be used for all of the purposes listed, as a way to communicate with customers.
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AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: An Integrated Marketing Communication Strategy 102. (p. 348) Firms can use __________ to bring customers together to share experiences around the products. A. surv eys B. social media C. consumer outlets D. brand associations E. public relations Social media is media content distributed through social interaction--for example, Youtube, Facebook, and Twitter. Firms can use these sites to engage their customers in a proactive dialogue with other customers. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 103. (p. 350) The goals of IMC need to: All IMC goals should be explicitly defined and measured so that success can be evaluated. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-04 Explain the various ways used to allocate the IMC budget. Topic: Planning For and Measuring IMC Success 104. (p. 350) Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term
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goals for her firm's IMC efforts, her goals are likely
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