10 questions
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion
Personal selling
Advertising
Public relations
Direct marketing
In a marketing communications mix, ____________ refers to any short-term incentive that encourages the purchase or sale of a product or service.
advertising
sales promotion
personal selling
crowdsourcing
public relations
In a promotion mix, ___________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.
personal selling
sales promotion
direct marketing
advertising
public relations
Which of the following is true of marketing strategies that are being developed in the new marketing communications model?
They are more targeted, social, and engaging.
They target much larger customer segments.
They rely more on mass-media marketing techniques.
They use very little alternative media.
They include a greater number of print media ads.
____________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.
Direct mailing
Telephone marketing
Door-to-door selling
Television advertising
Printed-catalog marketing
The objective of ________ advertising is to build primary demand.
reminder
comparative
personal
informative
persuasive
____________ advertising primarily maintains brand relationships and is important for mature products.
Comparative
Persuasive
Personalized
Reminder
Classified
The ______________ method of setting an advertising budget typically overlooks how promotion affects sales.
affordable
percentage-of-sales
objective-and-task
competitive parity
adaptive-control
The ______________ style of advertising shows ordinary people clearly using a product in a normal setting.
personality symbol
slice of life
mood or image
testimonial evidence
technical expertise
Which of the following media is most suitable for having consumers provide input on product design or features?
television
radio
magazines
social media
billboards