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Home  arrow Student Resources  arrow Part 3: Designing a Customer-driven Marketing Strategy and Marketing Mix  arrow Chapter 12: Communicating customer value: Advertising, sales promotion and public relations  arrow Multiple choice questions

Multiple choice questions

This activity contains 34 questions.

Question 1.
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 ________.

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Question 2.
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

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Question 3.
Which of the following is not an aspect of the promotion mix?

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Question 4.
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

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Question 5.
All of the following are reasons that marketers are losing confidence in television advertising except ________.

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Question 6.
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

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Question 7.
With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.

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Question 8.
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

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Question 9.
________ consists of short-term incentives to encourage the purchase or sale of a product or service.

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Question 10.
Which type of promotional tool is nonpublic, immediate, customized, and interactive?

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Question 11.
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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Question 12.
________ define the task that advertising must do with a specific target audience during a specific period of time.

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Question 13.
________ is used heavily when introducing a new product category. The objective is to build primary demand.

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Question 14.
Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands.

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Question 15.
After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

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Question 16.
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?

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Question 17.
Which method of setting an advertising budget relies on analyzing competitors' spending?

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Question 18.
Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

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Question 19.
The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

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Question 20.
Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

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Question 21.
The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.

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Question 22.
Ads that are built around dream themes use which type of execution style?

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Question 23.
Which of the following is not one of the major steps in media selection?

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Question 24.
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 ________.

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Question 25.
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 ________.

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Question 26.
Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

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Question 27.
Which of the following is not a benefit of standardized global advertising?

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Question 28.
Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

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Question 29.
________ use several tools, including the news, speeches, and special events.

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Question 30.
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 ________.

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Question 31.
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?

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Question 32.
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?

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Question 33.
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 ________.

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Question 34.

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 ________.
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