INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
CHAPTER 13
INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING,
SALES PROMOTION, AND PUBLIC RELATIONS
MULTIPLE CHOICE QUESTIONS
1. Another name for a company’s marketing communications mix is: a. the advertising program. b. the sales force. c. the image mix. d. the promotion mix.
Answer: (d) Difficulty: (1) Page: 470
2. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (a) Difficulty: (2) Page: 470
3. The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives. a. value mix b. integrated dealer mix c. marketing communications mix d. marketing control mix
Answer: (c) Difficulty: (1) Page: 470
4. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (d) Difficulty: (2) Page: 470
5. If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (b) Difficulty: (1) Page: 470
6. _________________ is direct communications with carefully targeted individual consumers to obtain an immediate response. a. Personal selling b. Public relations c. Direct marketing d. Sales promotion
Answer: (c) Difficulty: (1) Page: 470
7. There is an increasing
INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING,
SALES PROMOTION, AND PUBLIC RELATIONS
MULTIPLE CHOICE QUESTIONS
1. Another name for a company’s marketing communications mix is: a. the advertising program. b. the sales force. c. the image mix. d. the promotion mix.
Answer: (d) Difficulty: (1) Page: 470
2. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (a) Difficulty: (2) Page: 470
3. The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives. a. value mix b. integrated dealer mix c. marketing communications mix d. marketing control mix
Answer: (c) Difficulty: (1) Page: 470
4. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (d) Difficulty: (2) Page: 470
5. If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools? a. advertising b. public relations c. direct marketing d. sales promotion
Answer: (b) Difficulty: (1) Page: 470
6. _________________ is direct communications with carefully targeted individual consumers to obtain an immediate response. a. Personal selling b. Public relations c. Direct marketing d. Sales promotion
Answer: (c) Difficulty: (1) Page: 470
7. There is an increasing