Q7
The plot is one of the classic elements of effective storytelling in marketing communications. An effective plot hooks the audience right away through the elicitation of which two emotions? Joy and surprise.
To measure the effectiveness of marketing communications, marketers assess message delivery. Two common message delivery metrics that measure how much of the target market is exposed to the advertisement and the number of times they are exposed are: Effective reach and frequency
In the six Ms model of marketing communications, strategic intent refers to: Mission and market.
In determining the effectiveness of sales promotions, which of the following metrics is NOT used by marketers? Website bounce rate.
When marketers use communications tools such as Facebook-sponsored ads and Amazon's product suggestions, which of the following types of marketing are they using? Customized Marketing
Many marketers sell the same products to both consumers (B2C) and businesses (B2B). For example, bath and bedroom linens are needed by hotels as well as homeowners. Assume a maker of sheets and towels is trying to make a sale to a hotel DMU (decision-making unit). Compared to the decision-making process (DMP) used by its B2C customers, the hotel's DMP is likely to involve all of the following EXCEPT:
More price sensitivity.
The goal of cluster analysis is to group customers and determine the number of groups, or clusters, so that the: distance between two customers in a cluster is minimized.
In Dove's Real Beauty rebranding to replace women's notion of beauty (thin, white, and blonde) with women who are healthy, realistic, and have high self-esteem, the company used a variety of marketing communications vehicles-billboards, TV advertising, YouTube videos, print ads, and so on, to promote its
message. At the same time, consumers also weighed in via blogs and parody videos, newspaper columnists wrote about the campaign, and TV talk shows devoted entire programs to the subject. This is an illustration of a brand's value claims and position being: co-created
Nestlé introduced Butterfinger Peanut Butter Cups, and sales in the peanut butter chocolate candy category increased. This is an example of: category size impact.
All of the following are examples of expansion of the existing product line of Coca-Cola EXCEPT: coca-
cola freestyle vending machine.
Starbucks offers a variety of types of coffee to its customers at various price points based on the quality of the coffee beans and where the coffee is grown. This is an example of: good/better/best strat.
All of the following are price indicators of customer price sensitivity EXCEPT: performance as expected
Soft power helps to build a constructive relationship among distribution channel members. One source of soft power is trust, which is: having confidence in another party's integrity and reliability through their history of dealing with each other.
Step 2 in building a distribution channel is "[s]tart with the perspective of the end users and identify customer needs." For the Beta Company in the Supplemental Reading, which need is a latent need? Education about economic benefits
Which of the following is an analysis that the channel steward needs to perform when constructing a channel value chain? Customer wants and needs and company’s supply chain capabilities.
