When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?
A. developing brand awareness
B. building customer traffic
C. enhancing purchase actions
D. establishing product category
E. enhancing firm image
查看答案
Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?
A. comparative-parity method
B. objective-and-task method
C. affordable method
D. competitive-parity method
E. percentage-of-sales method
Creative strategies refer to the ________.
A. way marketers translate their messages into a specific communication
B. amount of creative content in a communications message
C. degree of innovation involved in the marketing of a product
D. novelty of a marketing communication
E. type of medium used to deliver a marketing communication
A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.
A. aesthetic
B. informational
C. bandwagon
D. emotional
E. transformational
Which of the following ads depict a transformational appeal?
A. Thompson Water Seal can withstand intense rain, snow, and heat.
B. DIRECTV offers better HD options than cable or other satellite operators.
C. NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's.
D. Pringles advertised "Once You Pop, the Fun Don't Stop" for years.
Excedrin stops the toughest headache pain.
微信支付 
支付宝支付