Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization.

Companies such as Edison Nation and the Big Idea Group have sprung up to tap into ________ possibilities, often combining its own design, branding, engineering, and sales teams with online participants, forming a community for devising new products.

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

The brand promise for ________ is “the product you buy is of highest esteem, based on its timeliness, elegant design and the high quality, which is derived from the excellence of our craftsmen.”

Which of the following represents an aspect of the Empathy dimension of SERVQUAL?

Rolex calls itself the “Official Timekeeper” of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex’s sponsorship deal with these events?

The offer strategy has five elements: the product, the offer, the medium, the distribution method, and the ________.

When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.

In its focus on bottom-line financial value, the ________ approach often overlooks the “option value” of brands and their potential to affect future revenues and costs.