Which of these promotional methods involve face to face communication with the customers?

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Chapter 17

Concept Check Quiz

Multiple Choice Questions

This activity contains 11 questions.

	A program designed to promote or protect a company's image or its individual products is called _____.

	_____ involves the use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.

	_____ involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.

	A(n) _____ appeal elaborates on product or service attributes or beliefs.

	A(n) _____ appeal elaborates on non-product-related benefit or image.

	_____ channels involve two or more persons communicating directly face-to-face, person-to-audience, over the telephone, or through e-mail.

	One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favourable, and unique brand association the impact in terms of brand equity should be

	Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is called the _____ method.

	The advantages to using _____ as a communications tool are: 1. It can be customized; 2. It is up-to-date; and 3. It is interactive.

	_____ is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

	Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels to achieve maximum impact and increase message ________ and impact.

Answer choices in this exercise appear in a different order each time the page is loaded.