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