psu marketing 221 ch. 12

question

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 ________.
answer

the promotion mix
question

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
answer

advertising
question

Major category of the promotion mix
answer

advertising sales promotion public relations direct marketing
question

Which of the following is NOT a major category in the promotion mix?
answer

strategic positioning
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.
answer

the internet and other technologies
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?
answer

network television
question

In the “chaos scenario” predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________.
answer

new technologies
question

Which of the following best explains why companies often fail to integrate their various communications to consumers?
answer

Communications often come from different parts of the company.
question

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
answer

communications channels that should be integrated under the concept of integrated marketing communications.
question

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
answer

marketing communications director
question

________ is the company’s most expensive promotion tool.
answer

personal selling
question

Sales promotion features a wide assortment of tools. Which is NOT one of these tools?
answer

catalogs
question

sales promotions features
answer

contests, premiums, coupons, cent-off deals
question

“Buy it now” is the message of ________.
answer

sales promotion
question

Which promotional mix strategy directs marketing efforts toward final consumers?
answer

pull
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.
answer

pull;push
question

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.
answer

objectives

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