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TUTORIAL 11: ENGAGING CONCUMERS & COMMUNICATING CUSTOMER
21 questions
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- 1. Multiple Choice
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
- 2. Multiple Choice
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
direct marketing
- 3. Multiple Choice
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass markets have fragmented, and marketers are shifting away from mass marketing.
Improvements in communication technologies are changing how companies and customers communicate with each other.
Companies routinely invest millions of dollars in the mass media.
Mass media no longer capture the majority of promotional budgets.
Consumers are better informed about products and services.
- 4. Multiple Choice
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
- 5. Multiple Choice
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
- 6. Multiple Choice
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
- 7. Multiple Choice
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
- 8. Multiple Choice
All of the following are important decisions during the process of developing an advertising program EXCEPT which one?
setting advertising objectives
setting the advertising budget
developing advertising strategy
selecting a target market
evaluating advertising campaigns
- 9. Multiple Choice
________ 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
- 10. Multiple Choice
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 affordable method
the percentage-of-sales method
the integrated method
the competitive-parity method
the objective-and-task method
- 11. Multiple Choice
A product in the maturity stage will often require ________ advertising.
informative
comparative
persuasive
reminder
cooperative
- 12. Multiple Choice
Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning
- 13. Multiple Choice
Product placement in television programs and movies is an example of ________.
branded entertainment
advertainment
lifestyle execution
mood execution
consumer generated content
- 14. Multiple Choice
Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.
message strategy
press relations
press agencies
public relations
a mass market strategy
- 15. Multiple Choice
A company's Web site can be an important public relations vehicle.
TRUE
FALSE
- 16. Multiple Choice
If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.
TRUE
FALSE
- 17. Multiple Choice
Integrated marketing communications encourages brand messages to be developed by different departments within an organization.
TRUE
FALSE
- 18. Multiple Choice
Reminder advertising is ideal for maintaining customer relationships with mature products.
TRUE
FALSE
- 19. Multiple Choice
New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control of the advertising messages they receive.
TRUE
FALSE
- 20. Multiple Choice
Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.
TRUE
FALSE
- 21. Multiple Choice
In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.
TRUE
FALSE
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