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Exam 12: Marketing Communications

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Question 1

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Explain the concept of public relations.

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Public relations is a communications too...

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Question 2

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_____ is the resultant visit of a direct response to a location or website.

A) Lead generation
B) Trade promotion
C) Traffic generation
D) Word-of-mouth

E) C) and D)
F) None of the above

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Question 3

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Laila purchases groceries from FoodMart.FoodMart offers her a membership card, which entitles Laila to coupons, lucky draws, and discounts on her continued purchases at FoodMart.Which of the following tools is FoodMart using to drive the customer through the customer advocacy funnel?

The CRTC regulates the broadcast and telecommunications industries in Canada.

_____ is an effective medium for quickly building awareness and interest in a product and is also an excellent reminder for current products.

Advergaming refers to the use of video ads on the Internet.

_____ are price reductions supplied via mail in exchange for proof-of-purchase.

_____ media refers to the media time purchased so that messages can be disseminated through channels that are controlled by others.

_____ involves the two-way flow of communication between a buyer and seller, often face-to-face, or facilitated through communication devices, to influence an individual or group purchase-decision.

A push strategy is when marketers focus communication efforts on ultimate consumers.

An owner operated restaurant is looking to improve their lunch business.Which advertising choice is most appropriate?

A company that focuses on connecting with customers using social media is using an Outbound approach.

Describe event marketing using an example.

Grap Breakfast Cereals pays a reality television show involving children to display its product on the show.This is an example of _____.

A consumer company sells discount tickets along with the products that they sell.Customers are offered price reductions in exchange for the tickets for subsequent purchases.Identify the promotional tool that the company is using in this case.

Explain outbound and inbound marketing.

A software development company publishes company information through its brochures, newsletters, and videos.Which of the following public relations tools is being used by the company in this case?

The first step in the marketing communications process is to identify the target audience.

_____ is a marketing communications tool designed to communicate with consumers one-on-one and to elicit a direct action either online or offline.

Sam's Ice Creams conducts a contest that is linked to holiday celebrations to promote its new flavours.Which form of marketing has Sam's adopted?