MKT304 Chap 1

B

"The 4As" stands for: A. Association for Awareness of Advertising and Action. B. American Association of Advertising Agencies. C. Asian Association for Advertising Agencies. D. Advertising aimed at Americans, Africans and Asians. E. Advertising Agencies Association of America.

C

To respond to media fragmentation, marketers are moving away from mass marketing and engaging in: A. mass media communication. B. television advertising. C. micromarketing. D. mass production. E. relationship management.

B

Traditionally, _____ has been the cornerstone of brand-building efforts. A. interactive media B. mass-media advertising C. public relations D. product placement E. personal selling

A

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm's lending offices. Their reports were released to the news media. This is an example of: A. public relations. B. advertising. C. media-selling. D. sales promotion. E. cause marketing.

D

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of: A. sales detraction. B. negative advertising. C. cause selling. D. negative publicity. E. neutral publicity.

D

A marketing plan usually includes: A. a corporate mission statement. B. job descriptions and job specifications. C. a media schedule. D. a detailed situation analysis. E. sales and market forecasts.

B

A review of a movie in Newsweek magazine or on the Good Morning America television show is an example of: A. personal selling. B. publicity/public relations. C. direct marketing. D. advertising. E. media-selling.

C

A used bookstore that runs an ad which announces a "12-hour, everything must go" sale is using: A. homogeneous marketing. B. direct-response advertising. C. a direct-action promotion. D. an indirect-response advertising. E. bait and switch advertising.

D

According to the IMC planning model, A. promotional mix elements share a set of objectives and a strategy for meeting these objectives. B. objectives and strategies for each promotional mix element are based on advertising goals. C. budgeting is done only for advertising. D. it is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives. E. the internal and external situation analysis is done after the budget is determined.

C

According to the planning model, the most involved and detailed step of the promotional planning process is: A. reviewing the marketing plan and situation analysis. B. determining the promotional budget. C. developing the integrated marketing communications (IMC) program. D. monitoring, evaluating, and controlling the promotional program. E. determining the media strategy.

C

Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising. A. retail B. direct-response C. business-to-business D. direct - mail E. primary-demand

D

Advertising done by Target, Kohl's, and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising. A. trade B. facultative C. cooperative D. direct-action E. direct-response

D

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising. A. primary demand B. trade C. consumer D. national E. retail

A

Advertising is defined as any: A. paid forms of nonpersonal communication about a good, service, or company. B. any communication about a good, service, or company. C. any communication that moves a product from one level to another level of the distribution channel. D. personal communication from a company's representative to prospective buyers. E. nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.

E

Advocates of integrated marketing communications argue that: A. firms should communicate with its customers primarily through media advertising. B. nonpersonal communications is more effective than personal communications. C. package design is the most important way of communicating with customers. D. firms should communicate with its customers primarily through one-on-one communication techniques. E. firms should develop a total marketing communications strategy.

B

Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of: A. trade advertising. B. primary-demand advertising. C. secondary-demand advertising. D. retail advertising. E. professional advertising.

E

An article in Financial Times announced that Puma had developed the Thrift shoe, based on its award-winning design. The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S. According to the article, each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of: A. sales promotion. B. advertising. C. personal selling. D. sponsorship. E. publicity.

D

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product. A. a marketing plan B. competition C. mass customization D. brand identity E. market segments

C

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Which marketing strategy was Arm & Hammer implementing? A. Mass customization B. Exchange C. Integrated marketing communications D. Buzz marketing E. Relationship marketing

B

Because of the perceived objectivity of the source, which of the elements of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Packaging D. Sales promotion E. Direct marketing

C

Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of? A. National advertising B. Trade advertising C. Retail advertising D. Primary-demand advertising E. Direct response advertising

C

Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does Bradford Exchange depend upon? A. Advertising B. Sale promotion C. Direct marketing D. Publicity E. Pricing

C

British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores. A. the marketing mix B. sales promotion activities C. integrated marketing communications D. the 4As E. relationship marketing

D

Business-to-business marketers who sell expensive, risky, and often complex products rely most heavily on which of the following promotional tools? A. Print advertising B. Coupons C. Direct mail D. Personal selling E. Pricing

A

Chicken of the Sea includes coupons in their magazine advertisements. This is an example of: A. consumer-oriented sales promotion. B. direct-response advertising campaign. C. primary-demand advertising campaign. D. trade-oriented sales promotion. E. service-oriented sales promotion.

A

Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'? A. Advertising B. Direct marketing C. Personal selling D. Sales promotion E. Publicity

A

Coldwater Creek is a retailer that uses its website to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium. A. interactive B. indirect C. primary-demand D. print E. traditional

C

DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of: A. business-to-business advertising. B. trade advertising. C. professional advertising. D. primary-demand advertising. E. direct action advertising.

B

Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. functional inducement. D. telemarketing. E. integrated promotions.

C

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion? A. IMC puts more emphasis on advertising and less on sales promotion. B. IMC puts more emphasis on sales promotion and less on advertising. C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. E. IMC predominately makes use of mass media communications in order to attract and retain customers.

C

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n): A. alternative approach for each media method. B. support system for production differentiation. C. total marketing communications strategy. D. reduced emphasis on information advertising and increased emphasis on persuasive marketing. E. different marketing mix for the same product in different countries.

E

Joy calls a Samsung store in order to find out about the new Samsung Wave S8500. The customer service department personnel of Samsung emails him the entire product details in a very organized manner along with the price of the product and other special specifications as requested by Joy. Which type or category of touch point has been discussed here? A. Company created touch point B. Intrinsic touch point C. Extrinsic touch point D. Unexpected touch point E. Customer-initiated touch point

C

Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Kerry is engaged in: A. survey research strategies. B. account-client articulation agreements. C. integrated marketing communications management. D. derived demand analysis. E. efficient synergy management.

A

One of the major tools of direct marketing is ______ advertising, where a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. A. direct-response B. primary-demand C. business-to-business D. trade E. selective-demand

B

One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized. B. credibility. C. negligible variable costs. D. tangibility. E. ability to be closely controlled and monitored by the organization that is being publicized.

C

Price, product, place and promotion together form the: A. value. B. promotional mix. C. marketing mix. D. integrated marketing communication. E. distribution channel.

B

Primary-demand advertising is designed to: A. draw particular attention to a particular branded item. B. stimulate demand for a general product class or industry. C. help launch a specific line extension. D. compare two or more competitors in a real world situation. E. create a market share gain for the industry leader.

A

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing.

B

Product, price, promotion, and _____ are the 4Ps of the marketing mix. A. people B. place C. package D. print E. privilege

D

Retail/Local advertising often takes the form of: A. trade advertising. B. selective-demand advertising. C. bait and switch advertising. D. direct-action advertising. E. indirect response advertising.

B

Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. functional inducement. D. direct marketing. E. integrated promotions.

A

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. direct marketing incentives. D. public relations. E. strategic promotions

E

Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of _____ marketing. A. trade B. direct C. direct action D. professional E. interactive

A

Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of? A. National advertising B. Primary demand advertising C. Trade advertising D. Business-to-business advertising E. Professional advertising

B

Terms such as new advertising, orchestration, and seamless communication have been used to describe: A. the marketing mix. B. integrated marketing communications. C. the promotion mix. D. relationship marketing. E. the 4 A's.

C

The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of? A. National advertising B. Professional advertising C. Primary-demand advertising D. Selective-demand advertising E. Trade advertising

B

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A. promotional plan B. marketing plan C. communications plan D. marketing audit E. situation analysis

A

The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you can use to order the radio/CD player, a toll-free number you can call to place an order, and a website to place orders. This ad is an example of _____ advertising. A. direct-response B. primary-demand C. business-to-business D. trade E. secondary demand

D

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: A. the marketing mix. B. marketing strategy tools. C. persuasive marketing mix. D. the promotional mix. E. public relations.

D

The best-known and most widely discussed form of promotion is: A. personal selling. B. sales promotion. C. direct marketing. D. advertising. E. publicity/public relations.

C

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers. A. the marketing mix B. exchange C. integrated marketing communications D. the promotional mix E. relationship marketing

A

The development of the advertising message that the marketer wants to convey to its target audience is called _____, and the determination of which communications channels to use to deliver the message is _____. A. creative strategy; media strategy B. media strategy; message strategy C. the marketing program; the communications program D. the Five Cs; the 4 Ms E. message strategy; channel strategy

E

The final stage of the IMC planning model is: A. budget determination. B. the development of the media strategy. C. analysis of communication process. D. integrating creative strategies. E. monitoring, evaluation, and control.

C

The first step in the IMC planning process is: A. the situation analysis. B. budget determination. C. a review of the marketing plan. D. specification of communications objectives. E. development of the promotional mix strategies.

A

The goal of an integrated marketing communications program is to: A. have all of a company's marketing and promotional activities project a consistent unified image to its customers. B. control all facets of a product's distribution. C. communicate with customers primarily through advertising. D. have complete control over all the channel partners in the distribution channel. E. create a brand image so strong that it destroys all of its competition.

E

The promotional mix element that allows for the most immediate and precise feedback from the customer is: A. advertising. B. sales promotion. C. public relations. D. publicity. E. personal selling.

C

The second stage of the IMC planning process is the: A. development of a mission statement. B. development of marketing job descriptions. C. promotional analysis. D. development of an advertising plan. E. preparation of a marketing plan.

E

What is the major advantage of personal selling over advertising as a communication method? A. Personal selling generates more sales per dollar invested. B. Personal selling improves the image of the firm. C. Personal selling activates the receiver's selective processes, and advertising does not. D. Personal selling results in sales responses that are more difficult to measure than those of advertising. E. Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.

A

What is the next stage in the IMC planning process, once marketing and communication objectives have been set? A. Budget determination B. Implementation of those objectives C. Media selection scheduling D. Recruitment of marketing and promotion personnel E. Development of the IMC program

D

When an organization systematically plans and distributes information in an attempt to control and manage the nature of the publicity it receives and its image, it is engaging in a function known as: A. image management. B. advertising. C. integrated marketing. D. public relations. E. sales promotion.

B

When the individual voted off of The Survivor, a reality series, appears on David Letterman as a guest to discuss the series and his or her role in the series, it is an example of _____ for the CBS television show. A. advertising B. publicity C. sales promotion D. personal selling E. direct marketing

A

Which of the following best describes selective-demand advertising? A. Advertisement of 'Complan' that compares its benefits against its competitor 'Bournvita'. B. Beef council stimulating the demand for beef through an ad. C. Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers. D. Lufthansa ad that appears in the newspapers all across the country. E. Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.

A

Which of the following is NOT an element of the traditional promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion E. Public relations

A

Which of the following is a characteristic of advertising as a form of promotion? A. Low cost per contact B. Non-paid form of promotion C. The sponsor or advertiser is not identified D. Immediate feedback and capability to close sales E. Makes use of non-traditional media

D

Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu, and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. Ken and Maggie gave their son an MP3 player for his birthday. D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge. E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

E

Which of the following is an example of retail advertising? A. Advertisement of a health drink 'Complan' that compares its benefits against its competitor 'Bournvita'. B. Beef council stimulating the demand for beef through an ad. C. Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers. D. Lufthansa ad that appears in the newspapers all across the country. E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San DiegO

C

Which of the following is an example of trade advertising? A. Advertisement of a health drink i.e. 'Complan' that specifies the benefits of drinking it. B. The Silk Federation of Asia advertising the importance of silk and the various purposes that it could be used for. C. Advertisement of Coca-Cola placed in Progressive grocer, a magazine to promote Coca-Cola to food store managers. D. SouthWest Airlines ads that appears in the newspapers all across the country. E. Ad for a 3 day discount in a restaurant located in a remote area in San Diego which appears in the local newspaper.

C

Which of the following is true about advertising? A. It attempts to create a personal relationship with the customers. B. The nature and purpose of advertising is usually the same across various industries. C. It is a valuable tool for building company and brand image. D. Advertising is used only for the promotion of mass consumer products. E. One disadvantage of advertising is that it gets too personal with consumers.

D

Which of the following is true about integrated marketing communication (IMC)? A. It is a tactical integration of various communication activities. B. Audience does not form an important part of the IMC process. C. Employees are not seen as an important part of the IMC process. D. IMC is viewed as on ongoing strategic business process. E. IMC simply involves bundling promotional mix elements together.

C

Which of the following is true about public relations? A. It is another name for publicity. B. It is narrower in perspective than publicity. C. Publicity is a tool used for public relations. D. It uses a variety of tools such as sponsorship, publicity, special events etc. except advertising. E. It is a tool for publicity.

C

Which of the following is true about retail advertising? A. It is done by large companies on a nationwide basis or in most regions of the country. B. It takes the form of direct-response advertising. C. It is done to build store traffic and sales. D. It designed to stimulate demand for the general product class or entire industry. E. It is targeted to marketing channel members such as wholesalers, distributors, and retailers.

C

Which of the following is true about the Internet media? A. It is considered as traditional media. B. It essentially allows for one-way communication. C. It enables marketers to gather valuable personal information from customers and prospects. D. The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion. E. One major disadvantage of Internet media is that it cannot be integrated with other media programs.

C

Which of the following statements about publicity and public relations is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is the only tool used in a firm's public relations efforts. C. Publicity is one of the most important communication techniques used in public relations. D. Publicity has more of a long term, on-going purpose than public relations. E. Publicity and public relations are synonyms for each other.

B

Which of the following statements accurately describe how mass communication differs from personal communication? A. To reach a large audience, interpersonal communication is faster. B. Interpersonal communication messages are more easily adapted to the receiver. C. Mass communication has a greater ability to attract attention. D. Cost per individual reached tends to be higher with mass communication. E. Feedback tends to be more accurate with mass communication

C

Which of the following statements describe a disadvantage of publicity? A. Publicity is expensive to implement. B. Publicity has relatively low credibility. C. Publicity is not always under the control of the organization that reaps the negative and positive benefits from it. D. Publicity is not useful with a market segmentation strategy. E. Publicity makes a market aggregation strategy ineffective.

C

Which of the following statements describe the difference between publicity and advertising? A. Advertising is done by manufacturers, and publicity is done by retailers. B. Advertising is personal, and publicity is nonpersonal in nature. C. Advertising is paid for by the sponsoring organization, and publicity is not. D. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. E. Advertising typically utilizes mass media, and publicity does not.

C

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations E. Personal selling

A

Which of the following statements is true about direct marketing? A. Traditionally, it has not been considered an element of the promotional mix. B. It is synonymous with direct mail. C. Indirect-response advertising is considered as one of its major tools. D. It is seldom, if ever, used by companies that have an external sales force. E. It does not exist beyond direct mail and mail-order catalogs.

C

Which of the following statements is true about marketing? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. Successful companies recognize that creating and delivering value to their customers is extremely important. D. Though marketing plays an important role in developing relationships with customers, it cannot do much to maintain them. E. By definition, a marketing transaction has to involve the exchange of money.

D

Which of the following touch points relate to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization? A. Company created touch point B. Intrinsic touch point C. Extrinsic touch point D. Unexpected touch point E. Customer initiated touch point

A

Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand? A. Advertising B. Personal selling C. Sales promotion D. Coupons E. Door-to-door selling

D

Which the following is NOT possible through the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback E. Control of message content and media placement

B

_____ advertising focuses on creating demand for a specific company's brand. A. Primary-demand B. Selective-demand C. Trade D. Secondary-demand E. Industrial

D

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. A. Trade B. Professional C. Direct response D. Retail E. National

D

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A. Professional B. Primary demand C. Retail D. Business-to-Business E. Direct-response

D

_____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A. National B. Selective-demand C. Professional D. Trade E. Retail

A

_____ are interactions that occur with a company or brand during the process of buying or using the product or service. A. Intrinsic touch points B. Company created touch points C. Sales promotions D. Extrinsic touch points E. Seamless communications

C

_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc. A. Distributive touch points B. Public relations C. Company created touch points D. Intrinsic touch points E. Extrinsic touch points

C

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Marketing Mix B. Promotion C. Integrated Marketing Communications D. Mass media advertising E. Mass marketing

D

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums. A. Direct marketing B. Advertising C. Public relations D. Sales promotion E. Brand equity

B

_____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. A. Marketing mix B. Integrated marketing communications C. Relationship marketing D. Sales promotion E. Mass media advertising

D

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. Marketing mix B. Buzz marketing C. Exchange D. Integrated marketing communications E. Promotional planning

E

_____ is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. A. Advertising B. Sales promotion C. Direct marketing D. Interactive marketing E. Personal selling

E

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Advertising B. Direct mail C. Public relations D. Sales promotion E. Personal selling

C

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct marketing D. Publicity E. Public relations

C

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads. A. Advertising B. Buzz marketing C. Telemarketing D. Direct response marketing E. Door-to-door selling

A

_____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication. A. Advertising B. Personal selling C. The promotional mix D. Publicity E. Sales promotion

D

_____ is the customer's perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it. A. Cost efficiency B. Information C. Range D. Value E. Exposure

D

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Direct marketing B. Publicity C. Corporate affairs D. Public relations E. Sales promotion

B

_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. A. Integrated advertising marketing B. Integrated marketing communications management C. Market auditing D. Situation analysis E. Communications process accounting

B

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. A. Touch point B. Brand identity C. Marketing mix D. Customization E. Interactive marketing

B

_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales, market share, and profitability. A. Communication objectives B. Marketing objectives C. Advertising platforms D. Segmentation approaches E. External analysis factors

A

_____ refer to what the firm seeks to accomplish with its promotional program and are often stated in terms of the nature of the message to be communicated. A. Communication objectives B. Sales quotas C. Advertising platforms D. Shaping goals E. External analysis factors

D

_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. A. Marketing mix B. Promotion C. Moment of truth D. Touch point E. Brand equity

A

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix. A. Communication objectives B. Sales objectives C. Marketing objectives D. Promotional objectives E. Production objectives

D

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Organizational communication D. Promotion E. Marketing