TRUE A database of customer behavior can be the basis for planning future

True a database of customer behavior can be the basis

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TRUEA database of customer behavior can be the basis for planning future marketing and communications activities, especially if the database contains information on customer demographics, psychographics, purchase data, and attitudes.AACSB: AnalyticAccessibility: Keyboard NavigationArens - Chapter 07 #17Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 07-03 Show what makes IMC planning different from traditional methods.Topic: Using IMC to Make Relationships Work18.According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop consumer conviction. FALSEThe advertising pyramid shows some of the tasks advertising can perform. Obviously, before your product is introduced, prospective customers are completely unaware of it. Your first communication objective therefore is to create awareness—to acquaint people with the company, product, service, and/or brand.AACSB: AnalyticAccessibility: Keyboard NavigationArens - Chapter 07 #18Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 07-04 Explain how to establish specific; realistic; and measurable advertising objectives.Topic: The Advertising Plan19.The advertising pyramid reflects the traditional mass-marketing approach. TRUEThe advertising pyramid reflects the traditional mass marketing monologue. The advertiser talks and the customers listen.AACSB: AnalyticAccessibility: Keyboard NavigationArens - Chapter 07 #19Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 07-04 Explain how to establish specific; realistic; and measurable advertising objectives.Topic: The Advertising Plan20.A creative strategy is a written statement that serves as the creative team's guide for producing an ad. TRUEThe creative strategy is a guide for those developing the advertising. At a minimum, the creative strategy defines the target audience, restates the objective of the advertising, specifies the key benefits to be communicated, and offers support for those benefits.AACSB: AnalyticAccessibility: Keyboard NavigationArens - Chapter 07 #20Blooms: UnderstandDifficulty: 1 EasyLearning Objective: 07-04 Explain how to establish specific; realistic; and measurable advertising objectives.Topic: The Advertising Plan
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21.The two main components of an advertising strategy are the segmentation strategy and the message strategy. FALSEAdvertising strategy consists of two sub strategies: the creative strategy and the media strategy.AACSB: AnalyticAccessibility: Keyboard NavigationArens - Chapter 07 #21Blooms: UnderstandDifficulty: 1 EasyLearning Objective: 07-04 Explain how to establish specific; realistic; and measurable advertising objectives.Topic: The Advertising Plan22.In consumer goods marketing, increases in market share are closely related to increases in marketing budgets.
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  • Fall '08
  • ATKIN
  • Marketing, AACSB, Keyboard Navigation

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