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Traditionally, which of the following has been considered an element of the promotional mix?
Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?
Advertising is defined as any:
paid form of nonpersonal communication about a product, service, or company.
The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:
Which the following factors is generally neglected through the use of advertising?
Which of the following is true of advertising as a form of promotion?
Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?
Which of the following is true of advertising?
Advertising is a valuable tool for building brand and company equity.
Which of the following is true of retail advertising?
Retail/local advertising often takes the form of:
Which of the following statements is true of direct marketing?
Traditionally, it has not been considered an element of the promotional mix.
_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:
Which of the following is true of trade-oriented sales promotion?
_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
Which of the following is a primary difference between publicity and advertising?
Unlike advertising, publicity is not paid for by the sponsoring organization.
Which of the following is a similarity between publicity and advertising?
Both involve nonpersonal communication to a mass audience.
One of the primary advantages inherent in the use of publicity is its:
When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as:
Which of the following is true of public relations?
It includes fund-raising, sponsorship of special events, and special publications.
_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.
Which of the following statements accurately describes how advertising differs from personal selling?
Unlike personal selling, advertising messages are not easily adapted to the receiver.
The promotional mix element that allows for the most immediate and precise feedback from the customer is:
Which of the following promotional tools best suit a business-to-business marketer who sells expensive, risky, and often complex products?
The first step in the target marketing process is to:
The market segmentation process:
divides a market into distinct groups that will respond similarly to marketing actions.
Directing a company's efforts toward one or more groups of customers who share common needs is known as:
Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 to 22 who are currently in high school or college and active in sports. Which of the following types of segmentation is Enliven using in this scenario?
Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
With respect to psychographic segmentation of markets, AIO stands for:
_____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product.
_____ segmentation is the grouping of customers on the basis of attributes sought in a product.
Which of the following is a primary variable considered in benefit segmentation?
According to the market coverage alternatives, _____ involves ignoring segment differences and offering just one product or service for the entire market.
With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments.
_____ is used when the firm selects one segment and attempts to capture a large share of the market.
_____ has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition."
Which of the following is true of product positioning?
_____ relates to the image of a product and or brand relative to competing products or brands.
Which of the following best defines branding?
It features building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer.
Brand identity is best defined as:
a combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
Which of the following is true about packaging?
The package is often the consumer's first exposure to the product.
In the ad agency industry, clients refer to:
an advertiser or organization that has the product, service, or cause that needs to be marketed.
The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts.
Account planning has become a very important and demanding function in many agencies because:
it provides the creative team with more insight into consumers.
Which of the following is true of a creative boutique?
They lack media, research, and account planning capabilities.
_____ are agencies that specialize in offering services, such as database management, and the ability to create, produce, and disseminate different types of communications that go straight to target customers.
_____ specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs.
A _____ is the type of firm an organization would hire to develop and implement programs to manage the organization's image and affairs with consumers and other relevant audience.
Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?
Which of the following is the first stage of the consumer decision-making process?
Which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?
_____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.
Internal information search
With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is _____.
Before purchasing a car, John sought advice from his friends and researched for auto reviews on the Internet. He also visited car dealers and requested for a test-drive. In which of the following stages of the consumer decision-making process is John engaged?
Which of the following is true of perception?
Which of the following best defines perception?
It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
Which of the following perception processes is the immediate, direct response to the taste, smell, touch, and hearing of stimuli?
Which of the following is the first step in the selective perception process?
_____ is the ability to perceive a stimulus that is below the level of conscious awareness.
Yummy soups, a vegetable soup manufacturing company, uses coupons and sweepstakes to promote its soup. This reflects an application of:
Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:
credibility, attractiveness, and power.
_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.
Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:
_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.
Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.
The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories. Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source:
Which of the following statements is true about source credibility?
A very credible source is more effective when message recipients are not in favor of the position advocated in a message.
The source characteristic of attractiveness encompasses:
_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.
_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.
Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.
Which of the following statements is true of celebrity endorsements?
Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.
Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?
According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:
the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with.
According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?
Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.
_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.
A _____ determines the best way to get an advertiser's message to the market.
The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.
Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?
In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.
When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.
_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.
_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.
Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?
In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:
Which of the following is an advantage of network advertising?
Which of the following statements about network advertising is true?
The high cost of network time can be a drawback to advertisers with limited media budgets.
_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.
Which of the following is true of national spot advertising?
Which of the following statements describes a problem encountered by national advertisers when using spot advertising?
Spot advertising is usually characterized by significant variations in pricing and discount policies.
Which of the following statements about spot advertising is true?
It offers the national advertiser flexibility in adjusting to local market conditions.
Spot advertising is:
mostly confined to station breaks between programs on network-originated shows.
Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.
With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.
The primary advertising medium in terms of both ad revenue and number of advertisers are:
_____ figures represent the number of individuals who receive a magazine publication through either subscription or store purchase.
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