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