ch. 12 – Flashcard

question

Which of the following is NOT a major category in the promotion mix? A) advertising B) sales promotion C) public relations D) strategic positioning E) direct marketing
answer

Strategic positioning
question

The promotion mix is the company’s primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion
answer

competitor
question

Today’s consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) public relations B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising
answer

the internet & other tech.
question

Which of the following is NOT a factor in the changes occurring in today’s marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Consumers are better informed about products and services.
answer

mass media no longer capture the majority of promotional budgets
question

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) blogs D) network television E) online social networks
answer

network tv
question

In the “chaos scenario” predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________. A) public relations B) direct marketing C) push and pull strategies D) new technologies E) buzz marketing
answer

new tech
question

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) Ad clutter is increasing. B) TV and other mass media still capture the lion’s share of promotional budgets. C) Many viewers are using DVRs. D) Many consumers are using different media to watch programs. E) TV audience size is on the decline.
answer

tv and other mass media stil capture the lions share of promotional budgets
question

Which of the following best explains why companies often fail to integrate their various communications to consumers? A) Historically, consumers have been able to distinguish between message sources. B) Public relations is usually given priority over advertising. C) Communications often come from different parts of the company. D) Personal selling and sales promotion are in direct conflict. E) Companies have failed to understand the concept of brand contact.
answer

communications often come from different parts of the company
question

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media buyer
answer

marketing communications director
question

Which promotional tool is most effective in building up buyers’ preferences, convictions, and, most importantly, actions? A) mass-market advertising B) segmented advertising C) sales promotion D) public relations E) personal selling
answer

personal selling
question

Sales promotion features a wide assortment of tools. Which is NOT one of these tools? A) contests B) premiums C) catalogs D) coupons E) cents-off deals
answer

catalogs
question

________ consists of short-term incentives to encourage the purchase or sale of a product or service. A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion E) Publicity
answer

sales promotion
question

“Buy it now” is the message of ________. A) personal selling B) advertising C) a nonpersonal communication channel D) sales promotion E) publicity
answer

sales promo
question

Which promotional tool is described as less public, immediate, customized, and interactive? A) segmented advertising B) sales promotions C) public relations D) brand contacts E) direct marketing
answer

direct marketing
question

Which promotional mix strategy directs marketing efforts toward final consumers? A) push B) blitz C) pull D) buzz E) pulse
answer

pull
question

Which promotional mix strategy directs marketing efforts toward market channel members? A) push B) blitz C) pull D) buzz E) pulse
answer

push
question

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. A) pull; push B) push; pull C) pulse; pull D) continuity; pulse E) pulse; continuity
answer

pull; push
question

All of the following are important decisions during the process of developing an advertising program EXCEPT which one? A) setting advertising objectives B) setting the advertising budget C) developing advertising strategy D) selecting a target market E) evaluating advertising campaigns
answer

selecting a target market

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