SOLVED

71) In which phase of the product life cycle are sales driven by the loyalty of a small group of customers? A) growth B) introduction C) awareness D) maturity E) decline 72) In the AIDA model, the D stands for ________. A) demand B) desire C) data D) do-it-yourself E) decoding 73) Which of the following types of communication programs is typically the easiest to evaluate? A) public relations B) word of mouth marketing C) personal sales D) sales promotion E) advertising 74) Which of the following types of communication programs is typically the most difficult to evaluate? A) public relations B) online advertising C) personal sales D) sales promotion E) advertising 75) Which of the following is a benefit of multichannel promotional strategies that blend traditional promotional activities with online buzz building activities? A) Online buzz building activities are clearly effective. B) Marketers have more opportunities to convert customers. C) Marketers can more easily control the brand message. D) It is easy to measure the results of online buzz building activities. E) Budgeting for mutlichannel strategies is more straightforward than for single channel strategies. 76) Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its Web site, and its retail outlets. Delia’s works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia’s is using ________. A) viral marketing B) stealth marketing C) integrated marketing communication D) word of mouth marketing E) database marketing 77) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company. A) public relations message B) touchpoint C) advertisement D) logo E) media vehicle 78) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) sourcing B) encoding C) feedback D) decoding E) messaging 79) In terms of the communication model, the animated M&M candies in television commercials ________. A) are representatives of the source B) are feedback mechanisms C) are the medium D) introduce noise E) encode the message 80) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the source of this ad is ________. A) Melina Kanakaredes B) Ladies’ Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals