Marketing Chapter 14 Practice

Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor? A. Sales promotion B. Advertising C. Personal selling D. Direct and digital marketing E. Public relations

B

​__________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Advertising B. Direct and digital marketing C. Public relations D. Sales promotion E. Personal selling

B

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________. A. atmospheres B. television C. personal influence D. company websites E. grand openings

C

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the​ result? A. Affordable B. Promotion mix C. ​Percentage-of-sales D. ​Competitive-parity E. ​Objective-and-task

C

Which promotional tool includes​ presentations, trade​ shows, and incentive​ programs? A. Sales promotion B. Public relations C. Personal selling D. Direct and digital marketing E. Advertising

C

​__________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service. A. Direct and digital marketing B. Public relations C. Sales promotion D. Advertising E. Personal selling

C

At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions? A. Personal selling B. Sales promotion C. Public relations D. Advertising E. Direct and digital marketing

A

In the communication​ process, putting thought into symbolic form is called​ __________. A. encoding B. noise C. distortion D. media E. decoding

A

Which method for setting the total promotion budget is the most difficult to​ use? A. The​ objective-and-task method B. The​ competitive-parity method C. The​ percentage-of-sales method D. The affordable method E. The push strategy

A

Which of the following is true of marketing strategies that are being developed in the new marketing communications​ model? A. They are more​ targeted, social, and engaging B. They use very little alternative media C. They rely more on​ mass-media marketing techniques D. They target much larger customer segments E. They include a greater number of print media ads

A

Word-of-mouth influence and buzz marketing are both examples of​ __________. A. personal communication channels B. message source C. opinion marketing D. nonpersonal communication channels E. message format

A

In the content of a​ message, marketers often use​ __________ appeals such as​ joy, love,​ humor, fear, and guilt. A. rational B. emotional C. moral D. ​one-sided argument E. ​word-of-mouth

B

Many marketers today​ create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as​ __________. A. brand managers B. content marketing managers C. social media specialists D. IMC experts E. communications specialists

B

One reason there is a need for integrated marketing communications is that​ __________. A. companies often integrate their various communication channels B. consumers​ don't distinguish between content sources the way marketers do C. messages from companies come from a single source D. consumers today distinguish​ brand-related content from different sources E. communication channels today are less fragmented than in the past

B

Using a push​ strategy, a firm directs its promotional efforts toward​ __________. A. final consumers B. channel members C. employees D. competitors E. the government

B

What are the major factors identified in the text that are changing​ today's marketing communications​ landscape? A. Digital​ technologies, mass​ media, and marketing strategy B. ​Consumers, marketing​ strategy, and digital technologies C. ​Email, social​ media, and blogs D. Television​ programming, email, and mass media E. ​Consumers, marketing​ budgets, and digital technologies

B

Which of these communications strategies carries the highest potential​ risk? A. Using personal selling as one of your tactics B. Using a celebrity to deliver a message C. Using Facebook to advertise D. Giving away free samples E. Pushing messages via Twitter or Instagram

B

Developing effective marketing communications starts with​ __________. A. collecting feedback B. determining the communication objectives C. identifying the​ consumer's buyer readiness stage D. identifying the target audience E. designing a message

D

Specific promotional tools used in​ __________ include​ stories, sponsorships,​ events, and web pages. A. advertising B. personal selling C. sales promotion D. public relations E. direct and digital marketing

D

​__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A. Event marketing B. Opinion leader marketing C. Celebrity marketing D. Buzz marketing E. Email marketing

D

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? A. Personal selling B. Direct and digital marketing C. Public relations D. Sales promotion E. Advertising

E

Nonpersonal communication channels include​ __________. A. major​ media, Internet​ chat, and events B. major​ media, events, and buzz marketing C. major​ media, atmospheres, and Internet chat D. major​ media, email, and events E. major​ media, atmospheres, and events

E

What is the goal of integrated marketing​ communications? A. To allow different company departments to send different brand messages B. To deliver different brand messages over different communication channels C. To deliver a hodgepodge of brand content to consumers D. To only use newer digital technologies to communicate with consumers E. To deliver​ clear, consistent, and compelling company and brand messages

E

Which of the following statements regarding advertising in the new marketing communications model is​ correct? A. Advertisers are spending more on television broadcast media. B. Advertisers are using more traditional mass media because costs have declined and audience size has increased. C. Advertisers are using less targeted media to reach consumers. D. Advertising spending in​ magazines, radio, and newspapers has increased. E. Advertisers are shifting toward digital media.

E

Which of the following statements regarding the changing communications landscape is​ correct? A. Marketers today are shifting their efforts to mass marketing. B. In terms of​ communication, today's consumers are less empowered. C. The digital age has had little impact on marketing communications. D. More than​ ever, consumers are relying on marketers for information. E. The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining.

E