Marketing Chapter 15 Test Review

In marketing, promotion usually involves a company or organization sending a sales message to a potential customer.

• True

• False

In the promotion process, only one message can be communicated at a time.

• True

• False

Television, radio, magazines and salespeople are all examples of message channels.

• True

• False

Before the message can be said to be fully received, it must be encoded by the receiver.

• True

• False

Although persuasive promotions can be used throughout the life cycle of a product, they are typically used more after consumers are familiar with it.

• True

• False

Interpersonal communication is rarely used in business-to-business marketing.

• True

• False

The most popular and familiar form of promotion is advertising.

• True

• False

Television and radio are known as broadcast media.

• True

• False

The biggest advantage of advertising is that it is an inefficient medium in terms of cost-per-viewer.

• True

• False

Publicity generated through public relations is very valuable because a third-party source such as a news program is often perceived as being more objective than a paid advertisement.

• True

• False