Use the Following to Answer the Questions

question 174

Multiple Choice

Use the following to answer the questions.
The manufacturers of Whizz,a new laundry detergent,are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines,coupons,public relations,sales promotion,and viral marketing.They are not sure when to use each of these methods however,and have asked for your advice.
-Refer to Scenario 16.2.Since Whizz is a new product,which of the following promotional methods would you least recommend?

• A) magazine ads.
• B) viral marketing.
• C) television commercials.
• D) a price-reduction sales promotion.
• E) public relations.

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Definitions:

Client Satisfaction

The measure of how products or services supplied by a company meet or surpass customer expectations.

Informal Feedback

The casual and spontaneous comments about performance, often given in day-to-day interactions, not part of a structured evaluation.

Delphi Technique

The Delphi Technique is a structured communication method originally developed as a systematic, interactive forecasting method which relies on a panel of experts.

Employee Morale

The overall outlook, attitude, satisfaction, and confidence that employees feel at work.