Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas,...

Kotler / Armstrong, Chapter 14

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

1. advertising

2. public relations

3. sales promotion

4. direct marketing


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

1. advertising

2. public relations

3. sales promotion

4. direct marketing


Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?

1. advertising

2. public relations

3. sales promotion

4. direct marketing


Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?

1. advertising

2. public relations

3. sales promotion

4. direct marketing


The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _____.

1. marketing mix

2. promotion mix

3. distribution mix

4. wholesaling


The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _________.

1. marketing mix

2. promotion mix

3. distribution mix

4. wholesaling


Promotion is shifting away from segmented marketing toward more mass marketing.

1. true

2. false


Promotion is shifting away from segmented marketing toward more mass marketing.

1. true

2. false (Promotion is shifting toward more segmented marketing.)


_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.

1. Advertising

2. Promotion

3. Integrated marketing communication (IMC)

4. Direct marketing


_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.

1. Advertising

2. Promotion

3. Integrated marketing communication (IMC)

4. Direct marketing


Which of the following are the two major communication tools of the communications process?

1. the senders and the receivers

2. the message and the media

3. encoding and noise

4. the media and encoding


Which of the following are the two major communication tools of the communications process?

1. the senders and the receivers

2. the message and the media

3. encoding and noise

4. the media and encoding


A marketing communicator starts with a clear target audience in mind.

1. true

2. false


A marketing communicator starts with a clear target audience in mind.

1. true

2. false


Awareness, knowledge, and liking are three of the six stages of _____.

1. seller-readiness

2. buyer-readiness

3. direct marketing

4. promotion


Awareness, knowledge, and liking are three of the six stages of _____.

1. seller-readiness

2. buyer-readiness

3. direct marketing

4. promotion


The AIDA model includes which four steps?

1. action, interest, do, advertise

2. advertise, interest, desire, addition

3. action, interest, demand, allocate

4. attention, interest, desire, action


The AIDA model includes which four steps?

1. action, interest, do, advertise

2. advertise, interest, desire, addition

3. action, interest, demand, allocate

4. attention, interest, desire, action


Which of the following is not a type of message appeal frequently used by marketers?

1. moral appeals

2. emotional appeals

3. rational appeals

4. all of the above


Which of the following is not a type of message appeal frequently used by marketers?

1. moral appeals

2. emotional appeals

3. rational appeals

4. all of the above


All of the following are message structure issues handled by marketers except _____.

1. draw a conclusion

2. present a one-sided argument

3. present the strongest argument last

4. present an affordable method


All of the following are message structure issues handled by marketers except _____.

1. draw a conclusion

2. present a one-sided argument

3. present the strongest argument last

4. present an affordable method


What are the two broad communication channels marketers must choose between?

1. print and broadcast

2. personal and non-personal

3. advertising and public relations

4. direct mail and the Internet


What are the two broad communication channels marketers must choose between?

1. print and broadcast

2. personal and non-personal


4. direct mail and the Internet


Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.

1. buzz marketing

2. public relations

3. word of mouth

4. all of the above


Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.

1. buzz marketing

2. public relations

3. word of mouth

4. all of the above


Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.

1. buzz

2. chat

3. e-talk

4. i-mail


Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.

1. buzz

2. chat

3. e-talk

4. i-mail


Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.

1. total budget for advertising

2. product mix

3. marketing mix

4. public relations budget


Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.

1. total budget for advertising

2. product mix

3. marketing mix

4. public relations budget


A company’s most expensive promotional tool is _____.

1. advertising

2. personal selling

3. sales promotion

4. direct mail


A company’s most expensive promotional tool is _____.

1. advertising

2. personal selling

3. sales promotion

4. direct mail


If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.

1. advertising

2. personal selling

3. sales promotion

4. public relations


If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.

1. advertising

2. personal selling

3. sales promotion

4. public relations


Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.

1. public relations

2. direct marketing

3. sales promotion

4. advertising


Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.

1. public relations

2. direct marketing

3. sales promotion

4. advertising


If the ______ strategy is effective, consumers will demand the product from channel members.

1. push

2. slide

3. pull

4. grab


If the ______ strategy is effective, consumers will demand the product from channel members.

1. push

2. slide

3. pull

4. grab


A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.


2. personal selling and direct marketing

3. sales promotion and advertising

4. public relations and direct marketing


A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.


2. personal selling and direct marketing

3. sales promotion and advertising

4. public relations and direct marketing

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Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas,...

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