Principles of Marketing_Quiz 4

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.........................................

• A) Direct marketing

• B) Integrated marketing

• C) The promotion mix

• D) Competitive marketing

• E) Target marketing

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________

• A) Direct Marketing

• B) Sales promotion

• C) Advertising

• D) Public Relations

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

• A) Sales promotion

• B) Advertising

• C) Direct marketing

• D) Personal selling

• E) Public relation

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

• A) Sales promotion

• B) Personal selling

• C) Direct marketing

• D) Public relations

• E) Advertising

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

• A) Sales promotion

• B) Direct marketing

• C) Publicity

• D) Public relations

• E) Advertising

Which major promotion category makes use of displays, discounts, coupons, and

demonstrations?

• A) sales promotion

• B) publicity

• C) public relations

• D) advertising

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information

• A) public relations

• B) direct marketing

• C) the Internet and other technologies

• D) mass market media

• E) informative advertising

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?

• A) cable television channels

• B) e-mail

• C) podcasts

• D) network television

• E) online social networks

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

• A) TV ad spending is rising at a slower rate than online ad spending.

• B) TV and other mass media still capture the lion share of promotional budgets.

• C) Many viewers are using video on demand and TiVo-like systems.

• D) Younger consumers are using different media.

• E) TV audience size is on the decline

More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

• A) Integrated marketing communications

• B) Integrated personal selling

• C) Integrated competitive methods

• D) Non-personal communication channels

• E) Buzz marketing