In place of traditional media, marketers are using ______ to engage smaller customer segments with more personalized, interactive content. mass media channels a broad selection of more specialized and highly targeted media traditional print media generic advertising platforms

a broad selection of more specialized and highly targeted media

What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? Lower customer engagement A communications hodgepodge for consumers Decreased brand recognition Increased advertising costs

A communications hodgepodge for consumers

Marketing Communications: Customer Engagement and Promotional Strategies

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Business - Advertising

georgepetenjk Created by 10 mon ago

Cards in this deck(23)

Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships?

Stories, sponsorships, events, and webpages are promotional tools used in which of the following marketing strategies?

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships?

________ are short-term incentives to encourage the purchase or sale of a product or service.

The goal of integrated marketing communications is to deliver clear, consistent, and compelling messages about the organization and its brands. What is this goal?

In place of traditional media, marketers are using ______ to engage smaller customer segments with more personalized, interactive content.

What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?

In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members?

________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.

The goal of a push strategy is to ______.

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that ______.

________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.

Which advertising objective is best suited to maintaining customer relationships and for more mature products?

What is the goal of advertising in the context of moving consumers through the buying process?

Which of the following accurately represents the three characteristics of advertising appeals?

What are the two major elements in developing advertising strategy?

Which of the statements is TRUE regarding media and message decisions in advertising?

Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment?

Which of the following statements about public relations is correct?

________ is used to build and maintain national or local community relationships and is one of the functions of public relations.

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?

Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts?

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