Question 1

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
marketing; media
media; sales
narrowcasting; broadcasting
broadcasting; narrowcasting
advertising; word-of-mouth

Accepted Answer

broadcasting; narrowcasting

Question 2

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
communications channels that should be integrated under the concept of integrated marketing communications
communications channels focused more on narrowcasting than broadcasting
promotional tools used for push strategies but not pull strategies
promotional tools used for pull strategies but not push strategies
promotional tools adapted for use in mass marketing

Accepted Answer

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

Question 3

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
direct marketing
sales promotion
personal selling
public relations
publicity

Accepted Answer

sales promotion

Question 4

________ is the company's most expensive promotion tool.
Advertising
Personal selling
Mass media
Public relations
Publicity

Accepted Answer

The answer of ________ is the company's most expensive promotion...

Question 5

Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________.
public relations
direct marketing
push and pull strategies
new technologies
buzz marketing

Accepted Answer

The answer of Some argue that factors like high costs...

Question 6

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.
public relations
direct marketing
the Internet and other technologies
mass market media
informative advertising

Accepted Answer

The answer of Today's consumers do not need to rely...

Question 7

Which of the following is a factor in the changes occurring in today's marketing communications?
Mass markets have consolidated, and marketers are shifting towards mass marketing.
Improvements in communication technologies are changing how companies and customers communicate with each other.
Companies sometimes invest millions of dollars in the mass media.
Mass media no longer capture the majority of promotional budgets.
Consumers tend to make rash decision based on impulse.

Accepted Answer

The answer of Which of the following is a factor...

Question 8

Companies are challenged with the changing face of today's marketing communications.Change in which of the following is one of the factors?
media
competitors
micromarkets
consumers
advertising

Accepted Answer

The answer of Companies are challenged with the changing face...

Question 9

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
sales promotion
personal selling
direct marketing
public relations
search engine optimization

Accepted Answer

The answer of Which of the five major promotion tools...

Question 10

Which of the following are major categories in the promotion mix?
advertising, sales promotion
sales promotion, positioning
positioning, public relations
positioning, advertising
advertising, indirect marketing

Accepted Answer

The answer of Which of the following are major categories...

Question 11

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact.Which of the following are included in the entire marketing mix?
product, competitor
competitor, price
price, intermediaries
intermediaries, place
promotion, price

Accepted Answer

The answer of The promotion mix is the company's primary...

Question 12

More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
integrated marketing communications
integrated personal selling
integrated competitive methods
nonpersonal communication channels
buzz marketing

Accepted Answer

The answer of More companies are adopting the concept of...

Question 13

Which of the following is the best reason explaining why marketers are maintaining confidence in television advertising?
Ad clutter is increasing.
TV and other mass media still capture the lion's share of promotional budgets.
Many viewers are using DVRs.
Many consumers are using different media to watch programs.
TV audience size is on the decline.

Accepted Answer

The answer of Which of the following is the best...

Question 14

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
sales promotion
direct marketing
advertising
personal selling
public relations

Accepted Answer

The answer of Any paid form of nonpersonal presentation and...

Question 15

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?
cable television channels
e-mail
blogs
network television
online social networks

Accepted Answer

The answer of Which of the following is an example...

Question 16

Advertising has many advantages.What is one of them?
It is impersonal.
It can be very costly.
It slowly reaches many people.
It carries on one-way communication with the audience.
It does not make audiences feel the need to respond.

Accepted Answer

The answer of Advertising has many advantages.What is one of...

Question 17

Which of the following best explains why companies often fail to integrate their various communications to consumers?
Historically, consumers have been able to distinguish between message sources.
Public relations is usually given priority over advertising.
Communications often come from different parts of the company.
Personal selling and sales promotion are in direct conflict.
Companies have failed to understand the concept of brand contact.

Accepted Answer

The answer of Which of the following best explains why...

Question 18

Integrated marketing communications require a company's mass-market advertisements, website, e-mail, and personal selling communications to all have ________.
equal portions of the advertising budget
independent communications directors
separate marketing objectives
the same target audience
the same message, look, and feel

Accepted Answer

The answer of Integrated marketing communications require a company's mass-market...

Question 19

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
advertising agency
marketing communications director
public relations specialist
personal sales force
media buyer

Accepted Answer

The answer of To produce better communications consistency, a unified...

Question 20

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 ________.
direct marketing
integrated marketing
the promotion mix
competitive marketing
target marketing

Accepted Answer

The answer of A company's total marketing communications mix consists...

Quiz 12: Communicating Customer Value: Advertising and Public Relations

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies. marketing; media media; sales narrowcasting; broadcasting broadcasting; narrowcasting advertising; word-of-mouth

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. direct marketing sales promotion personal selling public relations publicity

________ is the company's most expensive promotion tool. Advertising Personal selling Mass media Public relations Publicity

Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________. public relations direct marketing push and pull strategies new technologies buzz marketing

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. public relations direct marketing the Internet and other technologies mass market media informative advertising

Companies are challenged with the changing face of today's marketing communications.Change in which of the following is one of the factors? media competitors micromarkets consumers advertising

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? sales promotion personal selling direct marketing public relations search engine optimization

Which of the following are major categories in the promotion mix? advertising, sales promotion sales promotion, positioning positioning, public relations positioning, advertising advertising, indirect marketing

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. sales promotion direct marketing advertising personal selling public relations

Which of the following is an example of a media that an advertiser might use to reach larger customer segments? cable television channels e-mail blogs network television online social networks

Advertising has many advantages.What is one of them? It is impersonal. It can be very costly. It slowly reaches many people. It carries on one-way communication with the audience. It does not make audiences feel the need to respond.

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. advertising agency marketing communications director public relations specialist personal sales force media buyer