Multiple Choice 101. Your marketing communications mix includes mail, telepho

Multiple Choice

101. Your marketing communications mix includes mail, telephone, fax, e-mail, or the Internet to communicate directly with specific customers and prospects. Which of the eight major modes of communication are you using?

a. sales promotions

b. advertising

c. direct marketing

d. personal selling

e. events and experiences

102. If a consumer has an equally strong, favorable, and unique brand association of Subaru with the concepts “outdoors,” “active,” and rugged” because of exposure to a TV ad that shows the car driving over rugged terrain at different times of the year, the impact in terms of Subaru’s brand equity should be ________.

a. identical

b. confusing

c. heightened

d. long lasting

e. none of the above

103. In the process of buying a new car, a consumer might talk to others, research the car on the Internet, visit showrooms, and buy magazines dedicated to the automobile industry. Where would you start in developing your marketing communication planning?

a. Appoint an ad agency.

b. Conduct an audit of all the potential interactions the target market has with the brand.

c. Create message strategy.

d. Create the creative strategy.

e. None of the above

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