MIDTERM-SW3 MARKETING COMMUNICATION

What is the main purpose of advertising according to the text?

• To create a need for a product

• To tell stories about companies

• To truthfully and creatively convey a message about a product or service

• To manipulate consumers into buying things they don't need

  
  

Who is the source in the traditional advertising communication model?

• The consumer

• The medium

• The sponsor

• The message

The interactive communication model differs from the traditional model because:

• It uses different media channels.

• It acknowledges a two-way flow of communication

• It focuses on emotional appeals over logic.

• It is more effective for promoting high-involvement products.

According to the text, what is "salience" in the context of advertising?

• The emotional response to a brand

• The number of times an ad is repeated

• The creativity of an advertising campaign

• The probability of a brand being in the conscious mind

How does point-of-sale advertising attempt to influence consumers?

• By creating a positive brand image

• By reminding consumers about brands before they make a purchase decision

• By introducing new products to consumers
  

• By encouraging brand loyalty

What is the ultimate goal of the marketing process?

• To satisfy customer needs profitably

• To create a need for a product

• To inform consumers about different brands

• To promote sales and advertising activities

What is the difference between target market and target audience?

• Target audience is smaller than a target market and includes specific demographics.

• There is no difference, they are used interchangeably.

• Target market refers to a product, while target audience refers to people.

• Targeting a market is different from targeting an audience; both are done by different departments.

Which type of advertising is used to promote a new technology from a company?

• Consumer advertising

• Business advertising

• Professional advertising

• Nonproduct (corporate or institutional) advertising

What is the main difference between local and regional advertising?

• Local advertising uses TV as the primary medium, whereas regional uses print media.

• Local advertising targets a specific city, while regional targets an entire state

• Local advertising focuses on building brand image, while regional focuses on sales promotion.

• Local advertising is more expensive than regional advertising.

What is the main purpose of personal selling in marketing?

• To create awareness about a product

• To build a positive brand image

• To directly interact with and convince customers

• To encourage immediate action through promotions