Reading Check - Chapters 14-15

________ includes sales presentations, trade shows, and incentive programs.

Personal selling

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

Persuasive advertising

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

Public relations

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Sales promotion

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

advertising

The main block of text in a print ad is referred to as the ________.

copy

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

corporate identity

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

decoding

Which of the following is one of the five major promotion tools?

direct and digital marketing

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

frequency

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community?

investor relations management

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

lobbying

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

media

A(n) ________ is a set of symbols that the sender transmits.

message

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

public relations

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

A product in the maturity stage will most likely require ________ advertising.

reminder

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

the promotion mix

Which of the following is NOT a major public relations tool?

tv commercial