Final MKT310

a company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. which element of the promotional mix should the company use?

advertising

which of the following tools can be used as both consumer and trade promotions?

contests, premiums, and displays

developing effective marketing communications starts with

identifying the target audience

_____advertising is more suitable for mature products

reminder

which of the following statements is true regarding sellers and their use of direct and digital marketing?

sellers have opportunities to engage in real-time marketing

marketing management must first ___ when developing an advertising program

set advertising objectives

which of the following statements regarding the changing communications landscapes is correct?

the dominance of television, magazines, newspapers and other traditional mass media is declining

the reason for considering public relations, which has a greater impact at a much lower cost the ad, include

the possibility of stories to be picked up by different media

what is the goal of integrated marketing communications?

to build clear, consistent, and compelling company and brand messages

advertising objective can be classified based on their primary purpose. what are the 3 purposes??

to inform, persuade, or remind

in the content of a message, marketers often use__ appeals such as joy, love, humor, fear and guilt.

emotional

which of the following statements about setting an advertising budget is correct?

new products typically need relatively large advertising budgets to build awareness to gain consumer trial

which of the following statements regarding catalog marketing is correct

printed catalogs can drive online and mobile sales