Ch 12 Quiz

which of the following statements is correct regarding the use of advertising as a promotional tool? a. advertising allows marketers to communicate with buyers in a personal way b. advertising can reach masses of people only if they are geographically concentrated c. consumers tend to view advertised products as more legitimate d. advertising reaches many people slowly e. the cost per exposure of advertising is high

c

generally, ___________ is a company's most expensive promotional tool. a. sales promotion b. personal selling c. public relations d. direct and digital marketing e. advertising

b

specific promotional tools used in _________- include direct mail, catalogs, online and social media, mobile marketing, and more. a. advertising b. direct and digital marketing c. personal selling d. sales promotion e. public relations

b

logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool? a. news b. public service activities c. written materials d. corporate identity materials e. special events

d

in the promotion mix, _________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. a. advertising b. personal selling. c. public relations d. crowdsourcing e. sales promotion

a

specific promotional tools used in __________ include press releases, sponsorships, events, and web pages a. public relations b. sales promotion c. personal selling d. advertising e. direct and digital marketing

a

the public relations function of _______ is used to build and maintain national or local community relationships. a. public affairs b. development c. lobbying d. press relations e. investor relations

a

what are the two major elements in developing advertising strategy? a. creating advertising messages and selecting advertising media b. creating advertising messages and setting the advertising budget c. creating advertising messages and selecting advertising agencies d. determining the advertising budged and evaluating results e. determining the target audience and selecting advertising media

a

what is the goal of a pull strategy? a. to build consumer demand b. to build trade demand c. to give channel members incentives to carry the product d. to increase sales calls to distributros e. to save money by only focuing on consumers

a

when advertisers determine the qualitative value of message exposure through a given medium, they are assessing ______. a. media impact b. impressions c. reach d. engagement e. frequency

a

which advertising objective is best suited to building selective demand? a. persuasive b. humorous c. attack d. reminder e. informative

a

which of the following statements regarding the changing communications landscape is correct? a. the dominance of television, magazines, newspapers and other traditional mass media is declining. b. the digital age has had little impact on marketing communications c. more than ever, consumers are relying on marketers for information d. in terms of communication, today's consumers are less empowered e. marketers today are shifting their efforts to mass marketing

a

_________ advertising is utilized most often by mature, well-known brands. a. reminder b. informative c. persuasive d. comparative e. attack

a

advertising appeals should have three characteristics. these characteristics are: a. to be meaningful, to be believable, and to be distinctive b. to be meaningful, to be distinctive, and to use scientific evidence c. to be meaningful, to be believable, and to use scientific evidence d. to be believable, to be distinctive and to be consumer generated e. to be meaningful, to be believable, and to be humorous

a

companies who primarily direct their promotional activities to channel members are using a(n) _____ strategy. a. push b. integrated c. product d. pull e. sales force

a

_________ is a short-term incentive to encourage the purchase or sale of a produce or service. a. public relations b. direct and digital marketing c. sales promotion d. advertising e. personal selling

c

which advertising objective is used heavily when introducing a new product category? a. comparative b. persuasive c. informative d. reminder e. attack

c

which of the following statements about public relations is correct? a. public relations is only used to promote products b. the impact of public relations on public awareness comes at a much higher cost than advertising c. the liens between advertising and public relations are becoming more and more blurred. d. trade associations do not use public relations e. public relations cannot be used to engage consumers

c

which promotional tool engages directly with carefully targeting individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? a. personally selling b. sales promotion c. direct and digital marketing d. public relations e. advertising

c

one popular method of branded entertainment is __________, which embeds brands as props within other programming, for example, television shows and movies. a. native advertising b. advertisement c. webisodes d. product placement e. vital marketing

d

what is the goal of integrated marketing communications? a. to integrate communications via online and mobile technologies b. to have different media carry different messages about a brand c. to maximize return on investment d. to deliver clear, consistent, and compelling messages about the orgization and its brand e. to lower overall marketing expenditures

d

which promotional tool is best suited to deliver a personalized and immediate message to a specific customers or customer community? a. public relations b. advertising c. sales promotion d. direct marketing e. personal selling

d

working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? a. investor relations b. public affairs c. press relations d. development e. lobbying

d

one reason integrated marketing communications is necessary is _______. a. consumers can easily distinguish brand content from different sources b. communication channels today are less fragmented than in the past c. companies have always integrated their various communication channels d. messages from companies come from a single source e. consumers don't distinguish between content sources the way marketers do

e

the _______ message execution style shows one or more "typical" people using the product in a normal setting. a. fantasy b. mood or image c. lifestyle d. scientific evidence e. slice of life

e