[MKT 201] Chapter 14 - DSM

__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. a) Sales promotion b) Personal selling c) Public relations d) Advertising e) Direct and digital marketing

a) Sales promotion

Which method for setting the total budget for advertising is the most difficult to use? a) The objective-and-task method b) The competitive-parity method c) The affordable method d) The percentage-of-sales method e) The push strategy

a) The objective-and-task method

The first step in developing an effective marketing communications program is to __________. a) identify the target audience b) determine the communication objectives c) identify the consumer's buyer readiness stage d) collect feedback e) design a message

a) identify the target audience

A company wants 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) Advertising c) Sales promotion d) Direct and digital marketing e) Public relations

b) Advertising

What is the goal of integrated marketing communications? a) To build a hodgepodge of brand content to consumers b) To allow different company departments to send different brand messages c) To build clear, consistent, and compelling company and brand messages d) To use only newer digital technologies to communicate with consumers e) To build different brand messages over different communication channels

c) To build clear, consistent, and compelling company and brand messages

One reason there is a need for integrated marketing communication sis that __________. a) consumers can easily distinguish brand content from different sources b) messages from companies come from a single source c) consumers don't distinguish between content sources the way marketers do d) communication channels today are less fragmented than in the past e) companies often integrate their various communication channels

c) consumers don't distinguish between content sources the way marketers do

Specific promotional tools used in __________ include direct mail, catalogs, online and social media, mobile marketing, and more. a) advertising b) public relations c) direct and digital marketing d) personal selling e) sales promotion

c) direct and digital marketing

Nonpersonal communication channels include __________. a) major media, atmosphere, and Internet chat b) major media, Internet chat, and events c) major media, atmospheres, and events d) major media, events, and buzz marketing e) major media, e-mail, and events

c) major media, atmospheres, and events

Specific promotional tools used in __________ include press releases, sponsorships, events, and Web pages. a) personal selling b) direct and digital marketing c) public relations d) advertising e) sales promotion

c) public relations

__________ is the promotion mix tool that consists of any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. a) Personal selling b) Direct and digital marketing c) Public relations d) Advertising e) Sales promotion

d) Advertising

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

d) The dominance of television, magazines, newspapers, and other traditional mass media is declining.

In the content of a message, marketers often use __________ appeals such as job, love, humor, fear, and guilt. a) moral b) rational c) word-of-mouth d) emotional e) one-sided argument

d) emotional

Which of the following statements is true regarding advertising in the new marketing communications model? a) Advertisers are using more traditional mass media because costs have declined and audience size has increased. b) Advertisers are using less targeted media to reach consumers. c) Advertisers are spending more on television broadcast media. d) Adverting spending in magazines, radio, and newspapers has increased. e) Advertisers are shifting toward digital media.

e) Advertisers are shifting toward digital media.

Which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? a) Sales promotion b) Public relations c) Advertising d) Direct and digital marketing e) Personal selling

e) Personal selling

One framework for designing an effective message is the AIDA model. In the AIDA model, __________. a) attention leads to interest, which hopefully leads to discussion and then action b) attention leads to interest, which hopefully leads to desire and then assimilation c) advertising leads to interest, which hopefully leads to desire and then action d) advertising leads to interest, which hopefully leads to desire and then attention e) attention leads to interest, which hopefully leads to desire and then action

e) attention leads to interest, which hopefully leads to desire and then action

Using a push strategy, a firm directs its promotional efforts toward __________. a) final consumers b) the government c) suppliers d) competitors e) channel members

e) channel members