Marketing Chapter 14 Quiz – Flashcards
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The promotional mix consists of communication tools that include advertising, personal selling, sales promotion, direct marketing, and __________.
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public relations
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For a message to be communicated effectively, the sender and receiver must have a mutually shared __________.
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field of experience
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Mass selling refers to
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advertising, sales promotions, and public relations activities that are used with groups of prospective buyers
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Which element of the promotional mix has the inherent weaknesses of high absolute costs and difficulty in receiving good feedback?
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advertising
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When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the organization benefits from __________.
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publicity
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At which stage in the product life cycle would a company's promotional objective most likely be to increase the level of consumer awareness?
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introduction
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What is the promotional objective of the decline stage of the product life cycle?
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phase out
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The first step in executing the promotion program is to __________.
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pretest the promotion
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In the hierarchy of effects, the stage between interest and trial is known as __________.
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evaluation
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The __________audit analyzes the internal communication network of the company; identifies key audiences; evaluates customer databases; assesses messages in recent ads, public relations releases, packaging, video news releases, signage, sales promotion pieces, and direct mail; and determines the expertise of company and agency personnel
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IMC
