MKTG Ch 12 Quiz
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? A. Mixed communications messaging and higher costs B. The inability to use mass and traditional media C. Better targeting but at a higher cost per consumer D. A communications hodgepodge for consumers E. Greater efficiency but less control over marketing messaging
A communications hodgepodge for consumers
_____________________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product. A. Personal selling B. A push strategy C. Integrated communications D. A pull strategy E. Product communications
A pull strategy
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. Integrated communications B. Product communications C. A pull strategy D. A push strategy E. A personal selling strategy
A push strategy
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships? A. Public relations B. Sales promotion C. Personal selling D. Direct and digital marketing E. Advertising
Personal selling
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Reminder B. Informative C. Persuasive D. Attack E. Comparative
Persuasive
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Investor relations B. Lobbying C. Development D. Public affairs E. Press relations
Public affairs
Which advertising objective is best suited to maintaining customer relationships and for more mature products? A. Informative B. Reminder C. Attack D. Humorous E. Persuasive
Reminder
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions should be closely coordinated. B. Media and message decisions are independent of each other. C. Message decisions are now more important than media decisions. D. Media and message decisions have no relationship to budgeting. E. Media and message decisions have no impact on results.
A. Media and message decisions should be closely coordinated.
What are the two major elements in developing advertising strategy? A. Creating advertising messages and setting the advertising budget B. Creating advertising messages and selecting advertising media C. Creating advertising messages and selecting advertising agencies D. Determining the advertising budget and determining ROI E. Determining the target audience and selecting advertising media
Creating advertising messages and selecting advertising media
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Public affairs B. Investor relations C. Lobbying D. Press relations E. Development
Development
_______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Sales promotion B. Advertising C. Personal selling D. Public relations E. Direct and digital marketing
Direct and digital marketing
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment? A. Defining reach B. Evaluation C. Impact D. Engagement goals E. Frequency
Evaluation
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR should be planned first, then advertising second. B. PR should have a separate budget from marketing communications. C. PR is now the more dominant media than other forms. D. PR should be blended smoothly with promotion activities. E. PR has no value within a social media context.
PR should be blended smoothly with promotion activities
Which of the following statements about public relations is correct? A. The lines between advertising and public relations are becoming more blurred. B. The impact of public relations on public awareness comes at a much higher cost than advertising. C. Public relations is only used to promote products. D. Public relations cannot be used to engage consumers. E. Trade associations do not use public relations.
The lines between advertising and public relations are becoming more blurred.
Which of the following accurately represents the three characteristics of advertising appeals? A. To be meaningful, to be distinctive, and to use persuasive claims B. To be believable, to be distinctive, and to be ethical C. To be meaningful, to be believable, and to generate revenue D. To be meaningful, to be believable, and to be memorable E. To be meaningful, to be believable, and to be distinctive
To be meaningful, to be believable, and to be distinctive
What is the goal of advertising? A. To create interest and consumer hype B. To help move consumers through the buying process C. To create consumer communities D. To provide feedback on products and services E. To define a product's value
To help move consumers through the buying process
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. less social media and more traditional but targeted media B. increased amounts of public relations, trade shows, special events, and social media C. a broad selection of more specialized and highly targeted media D. more integrated social media E. narrow but highly targeted media
a broad selection of more specialized and highly targeted media
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _________________________. A. companies fail to integrate brand messages and positioning. B. consumers don't distinguish between content sources the way marketers do. C. companies fail to integrate their various communication channels. D. consumers may believe similar brands are all the same. E. companies do not target successfully or efficiently.
consumers don't distinguish between content sources the way marketers do.
The goal of integrated marketing communications is to __________________________________. A. lower overall marketing expenditures while delivering increased results B. have different media carry different messages about a brand in an integrated way C. deliver clear, consistent, and compelling messages about the organization and its brands D. integrate communications via online and mobile technologies at a lower cost per impression E. maximize return on investment with increased revenue across all brands
deliver clear, consistent, and compelling messages about the organization and its brands
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. direct and digital marketing B. sales promotion C. sales presentations D. public relations E. personal selling
direct and digital marketing
The goal of a push strategy is to _____________________________. A. save money by only focusing on consumers B. build trade demand C. induce channel members to carry and promote the product D. increase sales calls to distributors E. give channel members additional media incentives to carry the product
induce channel members to carry and promote the product
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Personal and direct selling mix B. Promotion mix C. Marketing mix D. Advertising and public relations mix E. Direct and digital marketing mix
marketing mix
Press releases, sponsorships, events, and web pages are promotional tools used in _____________. A. personal selling B. sales promotion C. advertising D. direct and digital marketing E. public relations
public relations