IMComm

A company's total marketing communications mix consists of a specific 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. Which of the following terms best describes this set of communications tools?

• the product mix

• the product mix

• the promotion mix

• the price mix

• horizontal

  diversification

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

• True

• False

• These are types of advertising?

• Broadcast - Print - Online - Mobile - Outdoor

• True

• False

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

• direct and digital marketing

• sales promotion

• personal selling

• public relations

• publicity

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

• advertising

• public relations

• direct and digital marketing

• personal selling

• sales promotion

________ includes sales presentations, trade shows, and incentive programs.

• Advertising

• Public relations

• Personal selling

• Sales promotion

• Direct and digital marketing

hich major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

• sales promotion

• direct and digital marketing

• horizontal diversification

• public relations

• advertising

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

• horizontal diversification

• public relations

• advertising

• direct and digital marketing

• sales promotion

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

• advertising

• direct and digital marketing

• public relations

• personal selling

• sales promotion

Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

• True

• False