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| Chapter 17
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| Concept Check Quiz
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| Multiple Choice Questions
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This activity contains 11 questions.
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A program designed to promote or protect a company's image or its individual products is called _____.
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_____ 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.
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_____ involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
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A[n] _____ appeal elaborates on product or service attributes or beliefs.
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A[n] _____ appeal elaborates on non-product-related benefit or image.
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_____ channels involve two or more persons communicating directly face-to-face, person-to-audience, over the telephone, or through e-mail.
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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
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Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is called the _____ method.
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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.
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_____ 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.
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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.
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Answer choices in this exercise appear in a different order each time the page is loaded.