A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand If the strategy is successful, consumer demand will move the product through the channel.
1.Push strategy
2.Pull strategy
3.Blocking strategy
4.Integrated strategy
Advertisement that uses the fame of popular person is known as
1.Celebrity Ad
2.Customer Ad
3.Publicity
4.None of these
Advertising aims at ______
1.Product selling
2.Marketing
3.Customer relation
4.Mass communication
Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:
1.Be meaningful.
2.Be tasteful.
3.Be believable.
4.Be distinctive.
Advertising is an important source of revenue to _______
1.Advertisers
2.Advertising company
3.Media
4.Government
Advertising is considered as a ____ form of communication
1.Personal
2.Non personal
3.Inter personal
4.Intra personal
Advertising research tries to avoid ______________ ads
1.In effective
2.Effective
3.Expensive
4.Unappealing
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
All of the following are considered to be consumer-promotion tools EXCEPT:
1.Samples.
2.Push money.
3.Coupons.
4.Patronage reward.
Although the promotion mix is the company's primary communication activity, the ______________ must be coordinated for greatest communication impact.
1.organizational culture
2.entire marketing mix
3.demand mix
4.Profit variables in a company
Building selective demand is the objective of which type of advertising?
1.Informative advertising
2.Persuasive advertising
3.Reminder advertising
4.Demand-driven advertising
Current trends in communications and promotions indicate that companies are doing less:
1.marketing and more promotion.
2.broadcasting and more narrowcasting.
3.selling and more advertising.
4.communication and more manipulation.
Current trends in communications and promotions indicate that companies are doing less:
1.Marketing and more promotion.
2.Broadcasting and more narrowcasting.
3.Selling and more advertising.
4.communication and more manipulation.
Despite its potential strengths, public relations is often described as as:
1.Unethical business.
2.Marketing stepchild.
3.Corrupt practice.
4.Cost drain that is not fruitful.
Evaluation of an ad before it is transmitted to the audience is known as _____
1.Pre testing
2.Post testing
3.Concurrent testing
4.Advertising research
Evaluation of an ad before it is transmitted to the audience is known as _______
1.Pre testing
2.Post testing
3.Concurrent testing
4.Advertising research
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.A move away from promotion.
If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?
1.Advertising
2.Public relations
3.Direct marketing
4.sales promotion
If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
1.Slick-back materials
2.Audiovisual materials
3.Corporate identity materials
4.Public service materials
If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?
1.Informative advertising
2.Psychological advertising
3.Reminder advertising
4.Persuasive advertising
In terms of execution styles, which type of advertising might show how a product contributes to a person's workout and health regime?
1.Slice of life
2.Lifestyle
3.Mood or imagery
4.Personality symbol
No matter how big the advertising budget, advertising can succeed only if commercials:
1.Are economically feasible.
2.Gain attention and communicate well.
3.Are acceptable on a global level.
4.Are artistically pleasing.
No matter which form of direct marketing might be used by a promotional manager, All of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?
1.Nonpublic
2.Immediate
3.Producer controlled
4.Interactive
One of the arguments that supports the competitive-parity method for budgeting promotions is that:
1.It is the fairest budget method.
2.It is generally the cheapest method of allocating funds.
3.Competitor's budgets represent the collective wisdom of the industry.
4.It is the easiest budget method to use on a global basis.
Promotions that are aimed at intermediary in the distribution channel are known as
1.Trade promotions
2.Sales promotion
3.Consumer promotion
4.Sale force promotion
Some of the earliest traces of what could be called advertising were found in:
1.Colonial New York.
2.16th century England.
3.2nd century China.
4.Ancient Rome.
The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
1.Newspapers
2.Television
3.Direct mail
4.Radio
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 first thing a reader notices in a printed advertising is the:
1.Headline.
2.Illustration.
3.Copy.
4.Format.
The inner urge that prompts a person to buy a product is known as ______
1.Buying motive
2.Inspiration
3.Influence
4.Desire
The personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is called:
1.Personal selling.
2.Public relations.
3.Direct marketing.
4.Sales promotion.
The word advertising is means turning of ______________ to something
1.Desire
2.Attraction
3.Attention
4.Interest
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
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 consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?
1.Coupons
2.Price packs
3.Contests
4.Samples
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 is often the most effective tool at certain stages in the buying process, particularly in building up buyers' preferences, convictions, and actions?
1.Advertising
2.Personal selling
3.Public relations
4.sales promotion
Which of the following promotional tools is thought to be the most expensive to use?
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 WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
1.To inform
2.To persuade
3.To remind
4.To make profits
Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
1.To inform
2.To persuade
3.To remind
4.To make profits
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 type of promotion uses buying allowances, push money, and free goods?
1.consumer promotion
2.trade promotion
3.sales force promotion
4.place promotion
____ is used heavily when introducing a new product category.
1.Persuasive advertising
2.Inferential advertising
3.Reminder advertising
4.Informative advertising
_____ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.
1.Direct mail
2.Outdoor
3.Online
4.Radio
_______ is defined as being cash or gifts to dealers or their sales forces to "push" the manufacturer's goods.
1.A display allowance
2.A price-off
3.A spiff
4.Push money
_______ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
1.Advertising
2.Public relations
3.Sales promotion
4.Direct marketing
________ is short-term incentives to encourage purchase or sales of a product or service.
1.Advertising
2.Sales promotion
3.Online advertising
4.Public relations
________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
1.The promotion mix
2.Integrated international affairs
3.Integrated marketing communications
4.Integrated demand characteristics