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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called

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

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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called

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  1. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____. advertising public relations sales promotion direct marketing Kotler / Armstrong, Chapter 14

  2. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____. advertising public relations sales promotion direct marketing Kotler / Armstrong, Chapter 14

  3. Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations? advertising public relations sales promotion direct marketing Kotler / Armstrong, Chapter 14

  4. Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations? advertising public relations sales promotion direct marketing Kotler / Armstrong, Chapter 14

  5. The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _____. marketing mix promotion mix distribution mix wholesaling Kotler / Armstrong, Chapter 14

  6. The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _________. marketing mix promotion mix distribution mix wholesaling Kotler / Armstrong, Chapter 14

  7. Promotion is shifting away from segmented marketing toward more mass marketing. true false Kotler / Armstrong, Chapter 14

  8. Promotion is shifting away from segmented marketing toward more mass marketing. true false (Promotion is shifting toward more segmented marketing.) Kotler / Armstrong, Chapter 14

  9. _____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response. Advertising Promotion Integrated marketing communication (IMC) Direct marketing Kotler / Armstrong, Chapter 14

  10. _____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response. Advertising Promotion Integrated marketing communication (IMC) Direct marketing Kotler / Armstrong, Chapter 14

  11. Which of the following are the two major communication tools of the communications process? the senders and the receivers the message and the media encoding and noise the media and encoding Kotler / Armstrong, Chapter 14

  12. Which of the following are the two major communication tools of the communications process? the senders and the receivers the message and the media encoding and noise the media and encoding Kotler / Armstrong, Chapter 14

  13. A marketing communicator starts with a clear target audience in mind. true false Kotler / Armstrong, Chapter 14

  14. A marketing communicator starts with a clear target audience in mind. true false Kotler / Armstrong, Chapter 14

  15. Awareness, knowledge, and liking are three of the six stages of _____. seller-readiness buyer-readiness direct marketing promotion Kotler / Armstrong, Chapter 14

  16. Awareness, knowledge, and liking are three of the six stages of _____. seller-readiness buyer-readiness direct marketing promotion Kotler / Armstrong, Chapter 14

  17. Kotler / Armstrong, Chapter 14 The AIDA model includes which four steps? • action, interest, do, advertise • advertise, interest, desire, addition • action, interest, demand, allocate • attention, interest, desire, action

  18. Kotler / Armstrong, Chapter 14 The AIDA model includes which four steps? • action, interest, do, advertise • advertise, interest, desire, addition • action, interest, demand, allocate • attention, interest, desire, action

  19. Which of the following is not a type of message appeal frequently used by marketers? moral appeals emotional appeals rational appeals all of the above Kotler / Armstrong, Chapter 14

  20. Which of the following is not a type of message appeal frequently used by marketers? moral appeals emotional appeals rational appeals all of the above Kotler / Armstrong, Chapter 14

  21. All of the following are message structure issues handled by marketers except _____. draw a conclusion present a one-sided argument present the strongest argument last present an affordable method Kotler / Armstrong, Chapter 14

  22. All of the following are message structure issues handled by marketers except _____. draw a conclusion present a one-sided argument present the strongest argument last present an affordable method Kotler / Armstrong, Chapter 14

  23. What are the two broad communication channels marketers must choose between? print and broadcast personal and non-personal advertising and public relations direct mail and the Internet Kotler / Armstrong, Chapter 14

  24. What are the two broad communication channels marketers must choose between? print and broadcast personal and non-personal advertising and public relations direct mail and the Internet Kotler / Armstrong, Chapter 14

  25. Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____. buzz marketing public relations word of mouth all of the above Kotler / Armstrong, Chapter 14

  26. Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____. buzz marketing public relations word of mouth all of the above Kotler / Armstrong, Chapter 14

  27. Kotler / Armstrong, Chapter 14 Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing. • buzz • chat • e-talk • i-mail

  28. Kotler / Armstrong, Chapter 14 Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing. • buzz • chat • e-talk • i-mail

  29. Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________. total budget for advertising product mix marketing mix public relations budget Kotler / Armstrong, Chapter 14

  30. Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________. total budget for advertising product mix marketing mix public relations budget Kotler / Armstrong, Chapter 14

  31. A company’s most expensive promotional tool is _____. advertising personal selling sales promotion direct mail Kotler / Armstrong, Chapter 14

  32. A company’s most expensive promotional tool is _____. advertising personal selling sales promotion direct mail Kotler / Armstrong, Chapter 14

  33. If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____. advertising personal selling sales promotion public relations Kotler / Armstrong, Chapter 14

  34. If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____. advertising personal selling sales promotion public relations Kotler / Armstrong, Chapter 14

  35. Kotler / Armstrong, Chapter 14 Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt. • public relations • direct marketing • sales promotion • advertising

  36. Kotler / Armstrong, Chapter 14 Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt. • public relations • direct marketing • sales promotion • advertising

  37. If the ______ strategy is effective, consumers will demand the product from channel members. push slide pull grab Kotler / Armstrong, Chapter 14

  38. If the ______ strategy is effective, consumers will demand the product from channel members. push slide pull grab Kotler / Armstrong, Chapter 14

  39. A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience. advertising and public relations personal selling and direct marketing sales promotion and advertising public relations and direct marketing Kotler / Armstrong, Chapter 14

  40. A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience. advertising and public relations personal selling and direct marketing sales promotion and advertising public relations and direct marketing Kotler / Armstrong, Chapter 14

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