ADVERTISING AND PUBLIC RELATIONS

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

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

• advertising

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.

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

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

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

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

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

A product in the maturity stage will often require ________ advertising.

• informative

• comparative

• persuasive

• reminder

• cooperative

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