MIE Final Exam Chapter 16

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​__________ is a promotional technique involving consumer interactions initiated by businesses in order to establish communication within a group of prospective consumers.

Conversation marketing

To develop effective communications using social​ media, it is vital to establish a strategy that does which of the​ following?

Develops a​ cost-effective media mix.

The first step in personal​ selling, which is the process of finding and qualifying potential​ consumers, is called​ ________.

prospecting

Which type of sales promotion involves endorsing products by establishing specific locations where consumers can more easily obtain those products and make purchasing​ decisions?

​Point-of-purchase displays

What is the goal of direct​ marketing?

Generating sales immediately

​______ strives to establish favor and to form a preferred image for a​ business, instead of endorsing certain products.

Institutional advertising

​_____ involves organizing and assimilating messaging and marketing attempts with consumers to ensure increased productivity and effectiveness.

Integrated marketing communications

Which of the following encompasses a collection of​ print, broadcast,​ online, and other media which are utilized for promotional messaging​ purposes?

Media mix

Which of the following describes a technique that involves inspiring intermediaries to encourage consumers to purchase certain​ products?

Push strategy

When considering advertising​ appeal, which approach works best on audiences that have low levels of emotional or intellectual engagement with the​ purchase?

Sex


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