Chapter 12 Marketing

​Generally, _________ is a​ company's most expensive promotional tool. A.personal selling B.direct and digital marketing C.Sales promotion D.Advertising E.Public relations

A

One reason integrated marketing communications is necessary is​ __________. A.consumers can easily distinguish brand content from different sources B.companies have always integrated their various communication channels C.consumers​ don't distinguish between content sources the way marketers do D.communication channels today are less fragmented than in the past E.messages from companies come from a single source

C

The public relations function of​ _______ is used to build and maintain national or local community relationships. A.lobbying B.investor relations C.public affairs D.development E.press relations

C

Advertising appeals should have three characteristics. These characteristics​ are: A.to be​ meaningful, to be​ believable, and to be distinctive. B.to be​ meaningful, to be​ believable, and to use scientific evidence. C.to be​ believable, to be distinctive and to be consumer generated. D.to be​ meaningful, to be​ distinctive, and to use scientific evidence. E.to be​ meaningful, to be​ believable, and to be humorous.

A

In the promotion​ mix, ________ refers to any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor. A.advertising B.crowdsourcing C.personal selling D.public relations E.sales promotion

A

What is the goal of integrated marketing​ communications? A.To deliver​ clear, consistent, and compelling messages about the organization and its brands B.To have different media carry different messages about a brand C.To lower overall marketing expenditures D.To maximize return on investment E.To integrate communications via online and mobile technologies

A

Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships? A.Direct and digital marketing B.Public relations C.Personal selling D.Advertising E.Sales promotion

A

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function? A.Development B.Investor relations C.Press relations D.Public affairs E.Lobbying

A

A.Determining the target audience and selecting advertising media B.Creating advertising messages and selecting advertising media C.Creating advertising messages and selecting advertising agencies D.Determining the advertising budget and evaluating results E.Creating advertising messages and setting the advertising budget

B

Logos, stationery,​ brochures, signs, business​ forms, business​ cards, buildings,​ uniforms, and company cars and trucks are examples of which promotional​ tool? A.Special events B.Corporate identity materials C.News D.Public service activities E.Written materials

B

Which advertising objective is best suited to building selective​ demand? A.Reminder B.Persuasive C.Attack D.Humorous E.Informative

B

​________ is a​ short-term incentive to encourage the purchase or sale of a product or service. A.Advertising B.Sales promotion C.Direct and digital marketing D.Public relations E.Personal selling

B

Companies who primarily direct their promotional activities to channel members are using​ a(n) ______ strategy. A.sales force B.pull C.push D.integrated E.product

C

When advertisers determine the qualitative value of message exposure through a given​ medium, they are assessing​ ________. A.reach B.impressions C.media impact D.frequency E.engagement

C

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

C

Specific promotional tools used in​ _______ include press​ releases, sponsorships,​ events, and web pages. A.direct and digital marketing B.advertising C.sales promotion D.public relations E.personal selling

D

What is the goal of a pull​ strategy? A.To give channel members incentives to carry the product B.To increase sales calls to distributors C.To save money by only focusing on consumers D.To build consumer demand E.To build trade demand

D

Which advertising objective is used heavily when introducing a new product​ category? A.Comparative B.Reminder C.Persuasive D.Informative E.Attack

D

​________ advertising is utilized most often by​ mature, well-known brands. A.Comparative B.Attack C.Persuasive D.Reminder E.Informative

D

One popular method of branded entertainment is​ ________, which embeds brands as props within other​ programming, for​ example, television shows and movies. A.viral marketing B. webisodes C. advertainment D.native advertising E.product placement

E

Specific promotional tools used in​ ______ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A.sales promotion B.personal selling C.public relations D.advertising E.direct and digital marketing

E

The​ _____________ message execution style shows one or more​ "typical" people using the product in a normal setting. A.lifestyle B.mood or image C.fantasy D.scientific evidence E.slice of life

E

Which of the following statements about public relations is​ correct? A.Trade associations do not use public relations. B.The impact of public relations on public awareness comes at a much higher cost than advertising. C.Public relations is only used to promote products. D.Public relations cannot be used to engage consumers. E.The lines between advertising and public relations are becoming more and more blurred.

E

Which of the following statements is correct regarding the use of advertising as a promotional​ tool? A.The cost per exposure of advertising is high. B.Advertising reaches many people slowly. C.Advertising can reach masses of people only if they are geographically concentrated. D.Advertising allows marketers to communicate with buyers in a personal way. E.Consumers tend to view advertised products as more legitimate.

E

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer​ community? A.Advertising B.Personal selling C.Public relations D.Sales promotion E.Direct marketing

E