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Contemporary Marketing Study Set 4
Quiz 14: Integrated Marketing Communications, Advertising, and Digital Communications
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Question 261
Essay
Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks of using a guerrilla marketing strategy?
Question 262
Essay
Define nonpersonal selling. Discuss advertising as a type of nonpersonal selling.
Question 263
Essay
Discuss sponsorship and why it is an attractive alternative to traditional advertising.
Question 264
Essay
Discuss fear and humour as types of advertising appeals. Give examples of advertisements that make use of either or both types of appeals.
Question 265
True/False
Click-throughs measure the number of times a viewer sees an ad.
Question 266
Essay
Compare and contrast marketing public relations with nonmarketing public relations.
Question 267
Essay
What is an advertising campaign? How do you think current technology might help a marketer with the success of an advertising campaign?
Question 268
Essay
It stimulates the receiver's needs and suggests an appropriate method of satisfying them.
Question 269
Essay
Discuss product advertising, institutional advertising, and corporate advertising.
Question 270
Essay
How does publicity differ from public relations? List the advantages and disadvantages of both.
Question 271
Essay
Discuss the transmission process for marketing messages. How can noise interfere with the transmission?
Question 272
True/False
The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.