A specific communication task to be accomplished with a specific target audience During a specific period of time is called an:
1.Advertising campaign.
2.Advertising objective.
3.Advertising criterion.
4.Advertising evaluation.
According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
1.Media fragmentation.
2.The development of the internet.
3.Soaring media costs.
4.More focused target marketing strategies.
Ads which are below the entry of conscious mind is known as ______
1.Deceptive
2.Free
3.Subliminal ads
4.Local
After determining its advertising objectives, a company next sets its ______________ for each product.
1.Advertising strategy
2.Advertising budget
3.Advertising goals
4.Advertising format
AIDA refers to the:
1.Hierarchy of effects model.
2.Broadcast model.
3.Subscription model
4.Internet model.
All of the following are benefits of a standardization policy in global advertising EXCEPT:
1.Lower advertising costs.
2.Greater global advertising coordination.
3.An attention to local differences in various global markets.
4.More consistent worldwide image.
All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
1.The higher expense of Web advertising versus traditional advertising.
2.The Internet doesn't build mass brand awareness.
3.The Web's format and quality constraints.
4.Difficulty in achieving advertising-like solutions on the Web.
All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
1.The higher expense of Web advertising versus traditional advertising.
2.the Internet doesn't build mass brand awareness.
3..the Web's format and quality constraints.
4.difficulty in achieving advertising-like solutions on the Web
All of the following would be considered to be major public relations tools EXCEPT:
1.News.
2.Speeches.
3.Testifying.
4.Special events such as news conferences.
An ad to persuade customers to buy a Product is known as ____
1.Persuasive ad
2.Informative ad
3.Replacement ad
4.Reminder ad
Building selective demand is the objective of which type of advertising?
1.Informative advertising
2.Persuasive advertising
3.Reminder advertising
4.Demand-driven advertising
Communication activities which provide incentives to customer is known as
1.Sales promotion
2.Advertising
3.Personal selling
4.Publicity
Exposure of an ad to sample jury of prospective buyers is
1.Consumer jury method
2.Sales area tests
3.Questionnaire method
4.Focus group sessions
For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:
1.product differentiation.
2.other elements of the promotion mix.
3.no manipulative variables.
4.no manipulative variables.
If a company gives false message to the customers, it is known as________
1.Deception
2.Subliminal ads
3.Obscene ads
4.Cheating
If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
1.advertising
2.personal selling
3.public relations
4.sales promotion
If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise, which of the following sales promotional techniques would have been used?
1.samples
2.premiums
3.coupons
4.price packs
IMC, as presented in the text and in context with promotion, stands for:
1.international manufacturing capacity.
2.international monetary consistency.
3.integrated marketing communications.
4.Integrated marketing corporations.
In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:
1.Meaningful.
2.Distinctive.
3.Believable.
4.Remembered.
Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)
1.Costs are too high and profits are too low.
2.Personnel cannot cope with these responsibilities.
3.Marketing communications focus on overcoming immediate awareness, image, or preference problems.
4.Integrated communications do not work in the global environment because of regulations.
Keeping consumers thinking about the product is the objective for which type of advertising ?
1.Informative advertising.
2.Psychological advertising.
3.Reminder advertising.
4.Persuasive advertising.
Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
1.The fashionability of the media.
2.The media habits of target consumers.
3.The nature of the product.
4.The type of message to be used.
The central theme of media planning is _______
1.Message dissemination
2.Appeal
3.Media scheduling
4.Media selection
The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
1.public relations
2.integrated market planning
3.integrated marketing communications
4.global cultural imperatives
The first step in developing an advertising program should be to:
1.Set advertising objectives.
2.Set the advertising budget.
3.Evaluate advertising campaigns.
4.Develop advertising strategy.
The inner urge that prompts a person to buy a product is known as
1.Buying motive
2.Inspiration
3.Influence
4.Desire
The message designed to motivate customers to purchase is known as
1.Advertisement
2.Appeal
3.Motivation ad
4.Motivation ad
The promotional tool that marketers tend to underuse or use only as an afterthought Is best described as being which of the following?
1.Advertising
2.Personal selling
3.Public relations
4.Sales promotion
The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?
1.advertising
2.personal selling
3.public relations
4.sales promotion
The sense of attraction created by an ad is known as _____
1.Attraction
2.Appeal
3.Entertainment
4.Ad copy
The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is called a(n):
1.discount.
2.allowance.
3.premium.
4.rebate.
The ______________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
1.Value mix
2.Integrated dealer mix
3.Marketing communications mix
4.Marketing control mix
There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
1.Advertising
2.Public relations
3.Direct marketing
4.sales promotion
Two major factors are changing the face of today's communications. One of these factors is the fact that:
1.costs of promotion are rising.
2.mass markets are fragmented and marketers are shifting away from mass marketing.
3.global communications are not growing rapidly enough.
4.marcom managers have achieved more power and control.
Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?
1.advertising
2.public relations
3.direct marketing
4.sales promotion
Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
1.Advertising
2.Public relations
3.Direct marketing
4.sales promotion
Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
1.Advertising
2.Personal selling
3.Public relations
4.sales promotion
Which of the following promotional tools can reach many prospects who otherwise Avoid salespeople and is received as news rather than as a sales-directed communication?
1.Advertising
2.Personal selling
3.Public relations
4.sales promotion
Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?
1.advertising
2.personal selling
3.public relations
4.sales promotion
Which of the following strategies is usually followed by b2b companies with respect to promotion strategy?
1.Push strategy
2.Pull strategy
3.Blocking strategy
4.Integrated strategy
Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?
1.Push strategy
2.Pull strategy
3.Blocking strategy
4.Integrated strategy
Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?
1.advertising
2.public relations
3.direct marketing
4.sales promotion
Which tool of the promotional mix is defined as any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor?
1.Advertising
2.Public relations
3.Direct marketing
4.sales promotion
Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
1.advertising
2.public relations
3.direct marketing
4.sales promotion
_____ is a major promotion function whose objective is to build good relations with the company's various publics.
1.Advertising
2.Direct marketing
3.Public relations
4.Specialty events
______ fill the communication gap between manufactures and consumers
1.Advertising media
2.Information
3.Message
4.Advertiser
_______ appeal relates to psychological need of a person
1.Emotional
2.Personal
3.Social
4.Relational
_______ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
1.Newspapers
2.Television
3.Direct mail
4.Radio
_________ is direct communications with carefully targeted individual consumers to obtain an immediate response.
1.Personal selling
2.Public relations
3.Direct marketing
4.sales promotion
__________ fragmentation has resulted in media fragmentation.
1.Market
2.Purchasing
3.Product
4.Public relations