Chap 15 - Principles of Marketing Quiz

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

• sales promotion

• direct marketing

• advertising

• personal selling

• public relations

Advertising is used mostly by ________.

• governments

• business firms

• social agencies

• independent professionals

• not-for-profit organizations

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

• evaluating advertising effectiveness

• developing advertising strategy

• setting advertising objectives

• designing products and distribution

• setting the advertising budget

Competitive parity and task methods are considered when making decisions about ________.

• sales objectives

• budget

• message structure

• media selection

• message effectiveness

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

• sales objectives

• budget

• message

• media

• advertising evaluations

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

• reciprocate

• compete

• remind

• explain

• suggest

Advertising objectives should be based on the marketing mix, positioning, and ________.

• differentiation

• past decisions about the target market

• costs of different media choices

• ability to create special events

• novelty of the product advertised