The value of customer retention has been compared to a(n) _____.
a. clogged drain
b. leaky bucket
c. sand castle
d. ice sculpture
e. bee hive
Question 2A key characteristic of integrated marketing communications is the building of relationships with customers. Which of the following is NOT a benefit of building relationships?
a. repeat purchases
b. loyalty toward a brand
c. enduring links between a brand and its customers
d. greater profitability
e. huge acquisition costs
Question 3Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?
a. positioning statement
b. contact point
c. relationship statement
d. creative brief
e. creative platform
Question 4Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Karen is writing a _____.
a. relationship statement
b. creative brief
c. positioning statement
d. contact brief
e. touchpoint
Question 5What does the phrase speak with a single voice mean?
a. Carefully select those tools that are most appropriate for the communications objective at hand.
b. Reach the target audience efficiently and effectively using touchpoints that fit the audience.
c. Successful marketing communications requires building relationships between brands and their consumers/customers.
d. All marketing communication elements should use the same endorser so that consumers do not get confused.
e. Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.
Question 6Publicity and advertising are alike in that both _____.
a. are paid for by the company
b. usually come in the form of news items or editorial comments about a company's products or services
c. attempt to stimulate short-term buyer behavior
d. are nonpersonal communication
e. All of these are correct.
Question 7Which of the following promotional mix elements consists of activities that attempt to stimulate short-term buyer behavior?
a. sales promotion
b. advertising
c. publicity
d. personal selling
e. All of these are correct.
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