Chapter 15

Principles of Marketing, 14e (Kotler)
Chapter 15 Advertising and Public Relations

1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
Answer: C
Diff: 1 Page Ref: 436
Skill: Concept
Objective: 15-1

2) A company's total marketing communications package 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 ________.
A) the communications method
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing
Answer: C
Diff: 1 Page Ref: 434
Skill: Concept
Objective: 15-1

3) Advertising is used mostly by which of the following?
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
Answer: B
Diff: 1 Page Ref: 436
Skill: Concept
Objective: 15-1

4) Reach, frequency, and impact are all ________ made when developing an advertising program.
A) sales objectives
B) budget decisions
C) message decisions
D) media decisions
E) advertising evaluations
Answer: D
Diff: 2 Page Ref: 437
Skill: Concept
Objective: 15-1
5) Competitive parity and objective-and-task are two options for ________ made when developing an advertising program.
A) sales objectives
B) budget decisions
C) message decisions
D) media decisions
E) advertising evaluations
Answer: B
Diff: 2 Page Ref: 437
Skill: Concept
Objective: 15-1

6) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time.
A) objectives
B) budgets
C) strategies
D) campaigns
E) evaluations
Answer: A
Diff: 1 Page Ref: 437
Skill: Concept
Objective: 15-2

7) An advertising