Chapter 17 - Marketing Communication

Which of the following methods of promotions has the most potential for good and for harm?

Social media

The process of destroying a target's reputation through PR is called:

All of these answers -Negative public relations -Dark campaign -Smear campaign

What is the cheapest method of word of mouth promotion?

Brand advocates

Before deciding on using the sampling technique for new product introduction, marketers should:

Define the objectives of the sampling program

Assuming you own a small business with a low budget for advertising. What type of agency might you employ?

Design-only agency

What is it called when a product or brand is embedded in entertainment?

Guerrilla advertising

If a company is not a pioneer what type of growth strategy should it consider?

It depends on the firm and the industry

Having a formalized sales process is important because:

It mitigates risk for both buyer and seller

In comparing pull vs. push marketing, push marketing is better because:

It reaches a wider range of consumers

Niche marketing is fundamentally different than most other forms of advertising because:

It targets a specific group

Typical punishment for false advertising is:

None. The goal is to prevent, not punish

Suppose your role at an insurance firm is to enlist 100 individuals per year in health insurance. You would most likely be classified as a(n):

Order-getter

Media relations can best be explained as:

The relationship that a company or organization develops with journalists

According to most sales theory, salespeople are taught to view targets as:

Prospective customers

Newspaper and magazine articles/reports, TVs and radio presentations are all examples of what type of promotion?

Public relations