MARKETING COMMUNICATIONS （MAN2094）教学：Answers mcq week9.pdfVIP

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is: A. the source B. the message C. behavior D. retention E. destination A commercial that begins, Is it just forgetfulness or Alzheimers disease? and then lists the warning signs of Alzheimers is stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimers. The advertising is using a _____ to arouse interest. A. primacy effect B. recency effect C. sleeper effect D. credibility effect E. compliance hierarchy Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The mass market has become fragmented. B. The explosion of new technologies has given consumers greater control over the communication process. C. The use of the Internet and electronic commerce is growing. D. New global markets are emerging. E. All of the above explain the increasing reliance on integrated marketing communications. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. A. Integrated marketing communications B. Marketing C. Advertising D. Sales promotion E. Exchange communications The increased usage of relationship marketing is due to the fact: A. customers have become less demanding B. customers want products and services that are mass-produced rather than tailored to their specific needs and wants C. retaining customers is generally more cost effective than acquiring new ones D. it is very costly to prevent customer defections E. most international customers already use relationship marketing ) ________ i