Topic communicating with consumers 9 p 340 top of

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Topic: Communicating with Consumers 9. (p. 340) "Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them. FALSE "Top-of-mind awareness" means that the consumer mentions the brand name first when asked about a product. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 10. (p. 340) Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action. TRUE Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 11. (p. 343) Public relations is the component of IMC that has received the greatest increase in aggregate spending. FALSE Direct marketing has received the greatest increase in aggregate spending recently. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 12. (p. 345) Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones. TRUE
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This is the definition of mobile marketing. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 13. (p. 350) Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable. FALSE All IMC goals should be explicitly defined and measurable. 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 14. (p. 351) It may take several exposures to marketing communications before consumers are moved to buy. TRUE A single exposure is often not enough to move someone to take action. Marketers measure the frequency of exposure for this reason. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success 15. (p. 343) Personal selling can only be successful through the use of print, newspapers, and radio. FALSE Personal Selling is the two-way flow of communication between buyer and a seller that is designed to influence the buyer's purchase decision. Print, newspapers, and radio are one- way media. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels.
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