Chapter 12 Warm Up
Which of the following statements is true regarding the promotion mix? a. Public relations includes press releases, sponsorships, events, and Web pages b. Advertising is a personal form of marketing communication. c. Sales promotions are long-term incentives to encourage the purchase or sale of a product or service. d. Direct and digital marketing cannot be used to target individual consumers. e. Personal selling is not used to engage customers.
a. Public relations includes press releases, sponsorships, events, and Web pages.
What are the four important decisions made when developing an advertising program? List them in order. a. Setting advertising objectives, setting the advertising budget, developing advertising strategy, and evaluating advertising effectiveness b. Setting advertising objectives, setting the advertising budget, determining the impact on sales and profits, and determining the return on investment c. Setting advertising objectives, setting the advertising budget, developing message strategy, and determining media timing d. Setting the advertising budget, setting advertising objectives, developing advertising strategy, and evaluating advertising effectiveness e. Developing message strategy, developing message execution, selecting media, and determining media timing
a. Setting advertising objectives, setting the advertising budget, developing advertising strategy, and evaluating advertising effectiveness
What are the five promotion mix tools used by marketers to communicate customer value? a. Advertising, public relations, personal selling, sales promotion, and telemarketing b. Television advertising, radio advertising, online advertising, social media advertising, and outdoor advertising c. Advertising, business to business selling, personal selling, sales promotion, and direct and digital marketing d. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing e. Product, price, place, promotion, and advertising
d. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
Integrated marketing communications must deliver company and brand messages that are _____________. a. unique, current, and consistent b. clear, compelling, and controversial c. relevant, humorous, and exciting d. clear, consistent, and compelling e. informative, persuasive, and distinct
d. clear, consistent, and compelling
Which of the following statements is correct regarding marketing communications today? a. Consumers have changed very little in the past fifty years. b. Digital technologies have not yet had an impact on marketing communications. c. Television advertising is growing rapidly. d. Marketers are shifting toward mass marketing communication strategies. e. New media formats have allowed marketers to reach smaller communities of consumers in more engaging ways.
e. New media formats have allowed marketers to reach smaller communities of consumers in more engaging ways
In developing advertising strategies, marketers must make decisions regarding _____________. a. objectives and media b. budget and audience c. budget and message d. audience and media e. organizing the advertising function; adaption to international markets
e. Organizing the advertising function; adaption to international markets
____________________ is used by companies to build good relations with consumers, investors, the media, and their communities. a. Sales promotions b. Personal selling c. Telemarketing d. Advertising e Public relations
e. Public relations
Which of the following statements about public relations is correct? a. The impact of public relations on public awareness comes at a much higher cost than advertising. b. Public relations is not used to engage consumers. c. It is difficult to integrate public relations into social media. d. Public relations is used only to promote products. e. The lines between advertising and public relations are becoming more blurred.
e. The lines between advertising and public relations are becoming more blurred