MIE Final Exam Chapter 16
__________ 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
