psu marketing 221 ch. 12 – Flashcards
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company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
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the promotion mix
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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
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advertising
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Major category of the promotion mix
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advertising sales promotion public relations direct marketing
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Which of the following is NOT a major category in the promotion mix?
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strategic positioning
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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.
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the internet and other technologies
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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?
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network television
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In the "chaos scenario" predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________.
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new technologies
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Which of the following best explains why companies often fail to integrate their various communications to consumers?
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Communications often come from different parts of the company.
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Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
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communications channels that should be integrated under the concept of integrated marketing communications.
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To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
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marketing communications director
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________ is the company's most expensive promotion tool.
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personal selling
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Sales promotion features a wide assortment of tools. Which is NOT one of these tools?
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catalogs
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sales promotions features
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contests, premiums, coupons, cent-off deals
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"Buy it now" is the message of ________.
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sales promotion
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Which promotional mix strategy directs marketing efforts toward final consumers?
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pull
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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.
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pull;push
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Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.
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objectives
