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Question
An apology strategy to manage a negative publicity situation should include each of the following elements except:A) names of individuals who were responsible for wrong behavior.
B) rejection of the inappropriate behavior.
C) approval of the appropriate behavior.
D) offer of compensation or penance to correct the wrong.
Answer
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Related questions
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An advertising account executive is the person who actually develops and produces the advertisement.
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Within an advertising agency, the voice of the consumer is represented by the:
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B) creative.
C) account planner.
D) media planner.
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The key go-between for the advertising agency and a client company is usually the:
A) account executive.
B) creative.
C) account planner.
D) traffic manager.
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The first step in the IMC planning process is:
A) communications research.
B) defining the firm's target market.
C) an analysis of the product positioning.
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Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.
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Successful global integrated marketing communication campaigns include all of the following tactics except:
A) a standardization approach.
B) understand the international market.
C) create a borderless marketing plan.
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Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
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The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.
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A) flighting
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The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
A) marketing dollars may not be spent efficiently.
B) there is little flexibility in how marketing dollars can be spent.
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One of the problems with the percentage of sales budgeting method is:
A) deciding on the percentage level.
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All of the following are methods of determining marketing communications budgets except:
A) objective and task.
B) payout planning.
C) sales-response analysis.
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A) post-hoc analysis.
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C) benchmark measure.
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The product positioning strategy based on how a product is used is the ________ positioning approach.
A) product attributes
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When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
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A) industry.
B) business size.
C) geographic location.
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The most common method of segmenting business markets by industry is to use:
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B) geographic location.
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