ch.12 mkt quiz

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members?

a push trategy

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that​ ______________

consumers dont distinguish between content sources the way marketers do

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?

evaluation

the goal of a strategy is to __________?

include channel members to carry and promote the product

_______________is used to build and maintain national or local community relationships and is one of the functions of public relations.

public affairs

___________________ direct(s) its marketing activities​ (primarily advertising, consumer​ promotion, and direct and digital​ media) toward final consumers to induce them to buy the product.

pull trategy

the ______________ advertising object is best suited to maintaining customer relationships and for more mature products

reminder

correct statement about public relations is ???

the line between advertising and public relations are becoming more blurred

the goal of advertising is ???/

to help move consumer through the buying process

T/F: statement Media and message decisions should be closely coordinated

true

two major elements in developing advertising strategy??

1. creating advertising messages 2.) selecting advertising media

list some promotional tools used in oublic relations

1.) press releases 2.) sponsorships 3.) events 5) web pages

three characteristics of advertising​ appeals?

1.) to be meaningful 2.) to be believable 3.) to be distinctive

what is a TRUE statement about public relations and a​ company's overall integrated marketing communications​ efforts?

PR should be blended smoothly with promotion activities

in place of traditional media, marketers are using __________ to engage smaller customer segments with more personalized, interactive support

a broad selection of more specialized and highly targetimg media

___________________is a potential risk that marketers incur by using rich but more fragmented media and promotional mixes?

a communication hedgepodge for consumers

the goal of integrated marketing communications is to ____________

deliver clear, comsistent, and concompelling messages about the organization and its brands

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function?

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.

direct and digital marketing

catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in ___________

direct and digital marketing

________ accurately describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

marketing mix

_____________ uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships?

personal selling

_______________advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.

persuasive