Question 1

2pts

Social media is a crucial part of the retailer's IMC mix for all of the following reasons EXCEPT:

Group of answer choices

the firm can optimize their message for the channel.

social media supports two-way communication between the consumer and the firm.

retail marketers can enjoy the broadest reach of consumers with social media.

Flag question: Question 2

Question 2

2pts

A case study is presented by the author to show how Coca-Cola is an example of effective customer communication due to:

Group of answer choices

its advertising is used to promote specific taste and nutritional benefits.

its advertising uses a call to action to get consumers to buy now.

its advertising is used to establish an emotional connection to get attention.

Flag question: Question 3

Question 3

2pts

The definition of brand equity is:

Group of answer choices

the investments made on behalf of the brand.

the real assets associated with the brand.

the intrinsic value a brand has.

Flag question: Question 4

Question 4

2pts

An appreciation of consumers' ________ is central to an IMC strategy.

Group of answer choices

shopping habits and internet usage.

attention span and media savvy.

active and passive media consumption.

Flag question: Question 5

Question 5

2pts

Firms and brands can now use new media to:

Group of answer choices

create parallel sales promotion events to attract more consumers.

offer more compelling advertising using TV and radio.

establish two-way interaction direct to consumers individually.

Flag question: Question 6

Question 6

2pts

To encourage new customers or new products a traditional or new media use case would be:

Group of answer choices

rebates.

BOGO.

bonus or trial packs.

Flag question: Question 7

Question 7

2pts

Brand equity when viewed from a qualitative perspective refers to:

Group of answer choices

revenue.

profit margins.

prestige.

Flag question: Question 8

Question 8

2pts

The meaning of Search Engine Optimization (SEO) is:

Group of answer choices

paid advertising to prioritize a firm's visibility from an internet search results.

search engines like Google and Bing being included in every web page.

web development and optimization to ensure online visibility of a firm's website.

Flag question: Question 9

Question 9

2pts

Retail marketers find SEO and SEM important only when:

Group of answer choices

blogging sites are negative.

independent sites have a large web following.

the owned platforms are current with meaningful content.

Flag question: Question 10

Question 10

2pts

Effective communication with customers involves all of the following EXCEPT:

Group of answer choices

offer a reason to act now..

provide information.

create demand.