Integrated Marketing Quiz topic 10

What is the main function of a marketer’s promotional strategy?

• To remind the target audience

• To convince target customers that the goods and services offered are superior to the competition

• To persuade the target audience

• To inform the target audience

Which type of communication involves direct, face-to-face communication between two or more people?

• Print communication

• Digital communication

• Interpersonal communication

• Mass communication

What is the process of converting a sender’s ideas and thoughts into a message, usually in the form of words or signs?

What is the ultimate goal of any promotion according to the AIDA concept?

• To maintain a favorable attitude toward the advertiser and its goods or services

• To gain attention of the target market

• To create interest in the product

• To stimulate a purchase or an action

Which type of advertising is designed to stimulate primary demand for a new product or product category?

• Comparative advertising

• Competitive advertising

• Institutional advertising

• Pioneering advertising

What is the purpose of advocacy advertising?

• To promote an organization and all its offerings

• To compare two or more competing brands

• To express views on controversial issues or respond to media attacks

• To influence demand for a specific brand

What is the coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event?

• Experiential marketing

• Consumer education

• Product placement

• Crisis management

Which type of sales promotion is targeted to the ultimate consumer market?

• Consumer sales promotion

• Trade sales promotion

• Trade allowance

• Push money

What is a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers?

• Point-of-purchase displays

• Trade allowance

• Premiums

• Sales contests

What is the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every point at which a company has contact with the consumer?

• Product advertising

• Integrated marketing communications

• Sales promotion

• Public relations