ESLSCA MARKETING 1 1)The most highly credible source would score high on at least two of the three dimensions—expertise, trustworthiness, and likability

ESLSCA

MARKETING 1

1)The most highly credible source would score high on at least two of the three dimensions—expertise, trustworthiness, and likability.

2.  Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

3.  Although personal communication is often more effective than mass communication, mass media might be the major means of stimulating personal communication.

4. The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

5. The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost, selling price, and profit per unit.

6. The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

7. Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

8. Advertising allows the buyer to receive and compare the messages of various competitors.

9. In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

10. Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

11. In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.