Question 1

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
mass-market advertising
segmented advertising
sales promotion
public relations
personal selling

Accepted Answer

The answer of Which promotional tool is most effective in...

Question 2

Which of the following statements does not describe direct marketing?
Direct marketing is interactive.
Direct marketing is customized to the target audience and immediate.
Messages are directed at the mass public audience.
Direct marketing allows a dialogue between the marketing team and the consumer.
Building one-to-one customer relationships is a key benefit of direct marketing.

Accepted Answer

The answer of Which of the following statements does not...

Question 3

________ becomes more important as competition increases.The company's objective is to build selective demand.
Persuasive advertising
Informative advertising
POP promotion advertising
Patronage advertising
Reminder-oriented advertising

Accepted Answer

The answer of ________ becomes more important as competition increases.The...

Question 4

"Buy it now" is the message of ________.
personal selling
advertising
a nonpersonal communication channel
sales promotion
publicity

Accepted Answer

The answer of "Buy it now" is the message of...

Question 5

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.
objectives
budgets
strategies
campaigns
evaluations

Accepted Answer

The answer of Advertising ________ define the task that advertising...

Question 6

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

Accepted Answer

The answer of Business-to-consumer companies are more likely to emphasize...

Question 7

Which promotional tool is described as less public, immediate, customized, and interactive?
segmented advertising
sales promotions
public relations
brand contacts
direct marketing

Accepted Answer

The answer of Which promotional tool is described as less...

Question 8

Which of the following are important decisions during the process of developing an advertising program?
setting advertising objectives, setting the advertising budget
setting the advertising budget, selecting a target market
selecting a target market, developing advertising strategy
selecting a target market, evaluating campaigns
evaluating advertising campaigns, starting over

Accepted Answer

The answer of Which of the following are important decisions...

Question 9

Which method of setting an advertising budget is based on analyzing competitors' spending?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method
integrated method

Accepted Answer

The answer of Which method of setting an advertising budget...

Question 10

Which promotional mix strategy directs marketing efforts toward market channel members?
push
blitz
pull
buzz
pulse

Accepted Answer

The answer of Which promotional mix strategy directs marketing efforts...

Question 11

Sales promotion features a wide assortment of tools.Which is one set of these tools?
contests, catalogues
catalogues, premiums
catalogs, coupons
coupons, contests
dealer warranties, coupons

Accepted Answer

The answer of Sales promotion features a wide assortment of...

Question 12

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.
informative advertising
reminder advertising
attack advertising
POP promotion advertising
institutional advertising

Accepted Answer

The answer of Persuasive advertising becomes comparative advertising, also known...

Question 13

Which promotional mix strategy directs marketing efforts toward final consumers?
push
blitz
pull
buzz
pulse

Accepted Answer

The answer of Which promotional mix strategy directs marketing efforts...

Question 14

A product in the maturity stage will often require ________ advertising.
informative
comparative
persuasive
reminder
cooperative

Accepted Answer

The answer of A product in the maturity stage will...

Question 15

A company decides on its promotion budget by using four common methods to set the total budget for advertising.What are two of these methods?
the affordable method, the integrated method
the percentage-of-sales method, the integrated method
the integrated method, objective-task method
the integrated method, the competitive-parity method
the objective-and-task method, affordable method

Accepted Answer

The answer of A company decides on its promotion budget...

Question 16

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
percentage-of-sales
affordable
competitive-parity
objective-and-task
moving-average

Accepted Answer

The answer of Using the ________ method for setting an...

Question 17

________ is used heavily when introducing a new product category.The objective is to build primary demand.
Persuasive advertising
Informative advertising
Comparative advertising
Patronage advertising
Institutional advertising

Accepted Answer

The answer of ________ is used heavily when introducing a...

Question 18

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
percentage-of-sales
affordable
competitive-parity
objective-and-task
regression

Accepted Answer

The answer of Though the ________ method of setting an...

Question 19

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.
set its advertising budget
evaluate ad campaigns
develop an ad strategy
make message decisions
make media decisions

Accepted Answer

The answer of After determining its advertising objectives, the company's...

Question 20

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.
objectives
budgets
evaluations
campaigns
logos

Accepted Answer

The answer of Advertising ________ can be classified by primary...

Quiz 12: Communicating Customer Value: Advertising and Public Relations

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? mass-market advertising segmented advertising sales promotion public relations personal selling

________ becomes more important as competition increases.The company's objective is to build selective demand. Persuasive advertising Informative advertising POP promotion advertising Patronage advertising Reminder-oriented advertising

"Buy it now" is the message of ________. personal selling advertising a nonpersonal communication channel sales promotion publicity

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time. objectives budgets strategies campaigns evaluations

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

Which promotional tool is described as less public, immediate, customized, and interactive? segmented advertising sales promotions public relations brand contacts direct marketing

Which method of setting an advertising budget is based on analyzing competitors' spending? affordable method percentage-of-sales method competitive-parity method objective-and-task method integrated method

Which promotional mix strategy directs marketing efforts toward market channel members? push blitz pull buzz pulse

Sales promotion features a wide assortment of tools.Which is one set of these tools? contests, catalogues catalogues, premiums catalogs, coupons coupons, contests dealer warranties, coupons

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising attack advertising POP promotion advertising institutional advertising

Which promotional mix strategy directs marketing efforts toward final consumers? push blitz pull buzz pulse

A product in the maturity stage will often require ________ advertising. informative comparative persuasive reminder cooperative

________ is used heavily when introducing a new product category.The objective is to build primary demand. Persuasive advertising Informative advertising Comparative advertising Patronage advertising Institutional advertising

After determining its advertising objectives, the company's next step in developing an advertising program is to ________. set its advertising budget evaluate ad campaigns develop an ad strategy make message decisions make media decisions

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind. objectives budgets evaluations campaigns logos