Multiple choice questions

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Part 3: Designing a Customer-driven Marketing Strategy and Marketing Mix

Chapter 12: Communicating customer value: Advertising, sales promotion and public relations

Multiple choice questions

This activity contains 34 questions.

A 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 ________.

target marketing competitive marketing the promotion mix direct marketing integrated marketing

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

sales promotion direct marketing public relations advertising personal selling

Which of the following is not an aspect of the promotion mix?

public relations direct marketing strategic positioning sales promotions advertising

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

broadcasting; narrowcasting media; sales narrowcasting; broadcasting marketing; media advertising; word-of-mouth

All of the following are reasons that marketers are losing confidence in television advertising except ________.

many viewers are using video on demand and TiVo-like systems television offers a high cost per exposure audience size is on the decline younger consumers are using different media mass media costs continue to increase

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

promotional tools used for push strategies but not pull strategies promotional tools used for pull strategies but not push strategies communications channels that should be integrated under the concept of integrated marketing communications. promotional tools adapted for use in mass marketing communications channels focused more on narrowcasting than broadcasting

With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.

independent communications directors equal portions of the advertising budget the same target audience separate marketing objectives the same message, look, and feel

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

segmented advertising sales promotion public relations mass-market advertising personal selling

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

Publicity Sales promotion Advertising A segmented promotion A patronage reward

Which type of promotional tool is nonpublic, immediate, customized, and interactive?

brand contacts sales promotions segmented advertising direct marketing public relations

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.

pulse; continuity pulse; pull push; pull continuity; pulse pull; push

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

Message decisions Advertising strategies Advertising campaigns Advertising objectives Advertising budgets

________ is used heavily when introducing a new product category. The objective is to build primary demand.

Patronage advertising Informative advertising Persuasive advertising Institutional advertising Comparative advertising

Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands.

institutional advertising reminder advertising informative advertising comparative advertising POP promotion advertising

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

develop its message decisions set its advertising budget use advertising specialty use cash refund offers use coupons

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods?

the competitive-parity method the objective-and-task method the integrated method the percentage-of-sales method the affordable method

Which method of setting an advertising budget relies on analyzing competitors' spending?

competitive-parity method affordable method integrated method percentage-of-sales method objective-and-task method

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

using humor to capture audience attention and interest implementing branded entertainment the affordable method of setting a promotion budget media planning the competitive-parity method of setting a promotion budget

The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

Consumers have more choices about what to watch or not watch. Television advertising is becoming more expensive. Consumers have difficulty attending to specific advertising messages due to advertising clutter. Consumers are watching less television. Audiences are less interested in media consumption.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

advertising specialties premium promotions customer benefits emotions sales promotions

The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.

statement visualization appeal differentiation verbalization

Ads that are built around dream themes use which type of execution style?

mood or image scientific evidence slice of life musical fantasy

Which of the following is not one of the major steps in media selection?

selecting specific media vehicles. deciding on reach, frequency, and impact. deciding on timing deciding on format elements. choosing among major media types.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________.

network television digital satellite television systems outdoor advertising Internet advertising cable television

In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________.

audience quality pass-along audience timing audience attention editorial quality

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

sequencing pulsing hard hitting segmenting continuity

Which of the following is not a benefit of standardized global advertising?

coordinated message between mass media outlets and online advertising appeal to different demographics differ lower advertising costs greater global advertising coordination consistent worldwide image

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

press agencies outdated business ethics public relations a mass market strategy press relations

________ use several tools, including the news, speeches, and special events.

Media planners Computer programmers Advertising agencies Public relations professionals Advertising specialists

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

public relations direct marketing sales promotion advertising personal selling

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?

sales promotions personal selling brand contacts public relations direct marketing

Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using?

integrated method affordable method percentage-of-sales method competitive-parity method objective-and-task method

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.

engagement reach frequency impact qualitative value

The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________.

special events public service activities buzz marketing corporate identity marketing audiovisual materials

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Multiple choice questions

A 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 ________.

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

Which of the following is not an aspect of the promotion mix?

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

All of the following are reasons that marketers are losing confidence in television advertising except ________.

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

With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

Which type of promotional tool is nonpublic, immediate, customized, and interactive?

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.

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

________ is used heavily when introducing a new product category. The objective is to build primary demand.

Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands.

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods?

Which method of setting an advertising budget relies on analyzing competitors' spending?

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.

Ads that are built around dream themes use which type of execution style?

Which of the following is not one of the major steps in media selection?

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________.

In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________.

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

Which of the following is not a benefit of standardized global advertising?

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

________ use several tools, including the news, speeches, and special events.

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?

Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using?

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

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.