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Chapter 12 Communicating Customer Value: Advertising, Sales Promotion, and Public Relations GENERAL CONTENT: Multiple-Choice Questions 1. A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and directmarketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _____. direct marketing integrated marketing promotional mix competitive marketing target marketing (Answer: c; p. 363; Challenging) _____ is the nation’s largest advertiser. Wal-Mart Ford Motors General Motors Procter & Gamble Xerox (Answer: d; p. 370; Moderate) 3. Four important decisions are made when developing an advertising program. Which is (are) one of these decisions? Setting advertising objectives. Setting the advertising budget. Developing advertising strategy. Selecting a target market A, B, and C (Answer: e; p. 370; Easy) _____ define(s) the job that advertising must do in the total market program. Advertising objectives Advertising budget Advertising strategy Advertising campaigns A and B (Answer: a; p. 370; Moderate)

a. b. c. d. e. 2. a. b. c. d. e.

a. b. c. d. e. 4. a. b. c. d. e.

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a. b. c. d. e.

5. _____ can be classified by primary purpose—whether the aim is to inform, persuade, or remind. Advertising objectives Advertising budgets Advertising strategies Advertising campaigns Advertising logos (Answer: a; p. 371; Moderate) 6. _____ 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 (Answer: b; p. 371; Easy) 7. _____ 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 (Answer: a; p. 371; Challenging) 8. Some persuasive advertising has become _____, in which a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising comparative advertising POP promotion advertising institutional advertising (Answer: c; p. 371; Easy) 9. Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder.” This is an example of _____. informative advertising reminder advertising comparative advertising persuasive advertising none of the above (Answer: c; p. 371; Challenging)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

92

10. a. b. c. d. e. 11. a. b. c. d. e.

Expensive Coca-Cola television ads primarily are a type of _____. informative advertising comparative advertising persuasive advertising reminder advertising institutional advertising (Answer: d; p. 371; Challenging) After determining its advertising objectives, the company’s next step is to _____. set its advertising budget use advertising specialty use cash refund offers use coupons B or C (Answer: a; p. 371; Moderate) 12. Short-term incentives to encourage the purchase or sale of a product or service are called _____. direct marketing sales promotions personal selling public relations publicity (Answer: b; p. 363; Moderate) 13. 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 none of the above (Answer: c; p. 363; Moderate) 14. Which of the five major promotion tools includes press releases and special events? Sales promotion Personal selling Direct marketing Public relations Publicity (Answer: d; p. 363; Challenging)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

93

a. b. c. d. e.

15. _____ includes displays, discounts, coupons, and demonstrations. Sales promotion Direct marketing Affordable method Public relations Advertising...
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