Outline the steps in developing effective marketing communications
What will be an ideal response?
In preparing marketing communications, the marketer's first task is to identify the target audience and its characteristics. Next, the marketer has to determine the communication objectives and define the response sought, whether it is awareness, knowledge, liking, preference, conviction, or purchase. Then a message should be constructed with an effective content and structure. Media must be selected, both for personal and nonpersonal communication. The marketer should find highly credible sources to deliver messages. Finally, the communicator must collect feedback by watching how much of the market becomes aware, tries the product, and is satisfied in the process.
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The newest online technology for banner advertising is:
A) automated exchange systems that provide precise targeting of ads to specific consumers B) embedded widgets that access dynamic content C) media/video ads capable of being downloaded by consumers D) search ads that can be displayed on cell phones
Customers who view a service as homogeneous ________
A) only patronize a preferred service provider B) judge services on the basis of the providers C) care less about the provider than about the price D) pick a service provider based on functional attributes E) opt for the service with the highest price, irrespective of quality
Culture plays a significant role in the disciplines of
A. leadership, accounting, finance, marketing, human resources, and production. B. all foreign businesses but not businesses of the home country. C. marketing and human resources, but not production, finance, and accounting. D. marketing, but not finance, because it is quantitative.
Distinguish between wisdom and knowledge.
What will be an ideal response?