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WorksheetsADVERTISING AND PUBLIC RELATIONS
Total questions: 15
Worksheet time: 14mins
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
direct marketing
integrated marketing
the promotion mix
competitive marketing
target marketing
Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
sales promotion
personal selling
direct marketing
public relations
advertising
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass markets have fragmented, and marketers are shifting away from mass marketing.
Improvements in communication technologies are changing how companies and customers communicate with each other.
Companies routinely invest millions of dollars in the mass media.
Mass media no longer capture the majority of promotional budgets.
Consumers are better informed about products and services.
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
communications channels that should be integrated under the concept of integrated marketing communications.
communications channels focused more on narrowcasting than broadcasting
promotional tools used for push strategies but not pull strategies
promotional tools used for pull strategies but not push strategies
promotional tools adapted for use in mass marketing
To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
advertising agency
marketing communications director
public relations specialist
personal sales force
media buyer
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
mass-market advertising
segmented advertising
sales promotion
public relations
personal selling
Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
pull; push
push; pull
pulse; pull
continuity; pulse
pulse; continuity
All of the following are important decisions during the process of developing an advertising program EXCEPT which one?
setting advertising objectives
setting the advertising budget
developing advertising strategy
selecting a target market
evaluating advertising campaigns
A product in the maturity stage will often require ________ advertising.
informative
comparative
persuasive
reminder
cooperative
Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning
Product placement in television programs and movies is an example of ________.
branded entertainment
advertainment
lifestyle execution
mood execution
consumer generated content
Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.
message strategy
press relations
press agencies
public relations
a mass market strategy
Integrated marketing communications encourages brand messages to be developed by different departments within an organization.
TRUE
FALSE
In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.
TRUE
FALSE
Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.
TRUE
FALSE
