chapter 14 questions

What is the term for the combination of marketing communication tools that a company uses to communicate value to customers and build relationships with them?

• MARKETING MIX

• PRODUCT MIX

• PROMOTION MIX

• PRICE MIX

Which form of communication involves paid presentation and promotion of ideas, goods, or services by an identified sponsor through various media such as broadcast, print, online, and mobile?

• SALE PROMOTION

• ADVERTISING

• DIRECT AND DIGITAL MARKETING

• PUBLIC RELATIONS

3. What is the process of converting thoughts into symbolic forms in communication known as?

• ENCODING

• DECODING

• FEEDBACK

• NOISE

In the communication model, which element refers to the process by which the receiver interprets and understands the transmitted message?

• ENCODING

• DECODING

• FEEDBACK

• NOISE

The shift from mass marketing to targeted marketing has led to an increased focus on which of the following?

• BROADCAST ADVERTISING

• NARROWINGCASTING AND PERSONALIZED MARKETING

• ONE-WAY COMMUNICATION

• STANDARDIZED MESSAGING FOR ALL CUSTOMERS

The primary goal of an integrated marketing communications (IMC) strategy is to:

• Ensure all promotional efforts deliver a clear, consistent, and compelling message

• Use only digital marketing for all communications

• Reduce advertising costs

• Focus only on traditional mass media advertising

Public relations (PR) can be an effective tool for companies because:

• It allows direct interaction with customers through sales teams

• It helps build brand credibility through unpaid media coverage

• It is the most cost-effective form of advertising

• It guarantees complete control over the message

What is a key characteristic of sales promotion compared to other elements of the promotion mix?

• It builds long-term brand loyalty

• It provides immediate incentives to encourage purchases

• It primarily focuses on storytelling and brand image

• It requires long-term investment with slow

Which of the following best describes “earned media” in the IMC framework?

• Advertisements placed on social media platforms

• A company’s own website and blog content

• News articles and customer reviews generated without direct payment

• Sponsored content on a popular website

In a push marketing strategy, the company primarily focuses on:

• Building direct relationships with end consumers

• Creating demand among consumers so they request the product from retailers

• Encouraging channel members (wholesalers and retailers) to promote and sell the product

• Using only digital marketing channels