To stimulate interest and persuade consumers to

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72. To stimulate interest and persuade consumers to further investigate a firm's product or service, marketing communications include: A. facts designed to shift consumers from feeling to thinking. B. awareness-building messages. C. as much in-depth information as possible. D. subliminal encoding devices. E. information about attributes that are of particular interes 73. Many retailers advertise using traditional media, suggesting that consumers learn more about the marketer's products at their Websites. In the AIDA model, the traditional media are used to create __________, while the Websites are used to create __________. 74. If the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from: 75. Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to:
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76. If marketing communications are effective, they will: A. result in purchases b consumers receiving communications. B. offset any negative publicity the firm may have received C. minimize the number of communication channels used D. generate interest in the product in over half the consum E. include all steps of the AIDA model with equal weighting 77. One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication. 78. Reaching the right audience with marketing communication is becoming more difficult because:
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79. The goal of any marketing communication is to:
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