PMk - Quiz 10

The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

• prioritize

• integrate

• utilize

• design

• spend on

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

• sales promotion

• direct and digital marketing

• horizontal diversification

• public relations

• advertising

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

• have equal portions of the advertising budget

• use independent communications directors

• develop separate marketing objectives

• engage the same target audience

• deliver a clear, consistent, and compelling message

Pepsi being prominently featured on episodes of Empire is an example of ________.

• advertainment

• buzz marketing

• personal selling

• sales promotion

• product placement

Which message execution style depicts average people using a product in an everyday setting?

• lifestyle

• scientific evidence

• slice of life

• personality symbol

• testimonial evidence

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

• scientific evidence

• testimonial evidence

• endorsement

• technical expertise

• slice of life

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

• shared communication channel

• earned communication channel

• personal communication channel

• nonverbal communication channel

• owned communication channel

Nonpersonal communication channels include major media, ________, and events.

• sales calls

• atmospheres

• buzz marketing

• word-of-mouth influence

• phone calls

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

• structure

• content

• medium

• channel

• format

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

• percentage-of-sales

• integrated

• competitive-parity

• objective-and-task

• regression