Mkt Reveiw
Chapter 12 Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
GENERAL CONTENT: Multiple-Choice Questions 1. A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and directmarketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _____. direct marketing integrated marketing promotional mix competitive marketing target marketing (Answer: c; p. 363; Challenging) _____ is the nation’s largest advertiser. Wal-Mart Ford Motors General Motors Procter & Gamble Xerox (Answer: d; p. 370; Moderate) 3. Four important decisions are made when developing an advertising program. Which is (are) one of these decisions? Setting advertising objectives. Setting the advertising budget. Developing advertising strategy. Selecting a target market A, B, and C (Answer: e; p. 370; Easy) _____ define(s) the job that advertising must do in the total market program. Advertising objectives Advertising budget Advertising strategy Advertising campaigns A and B (Answer: a; p. 370; Moderate)
a. b. c. d. e. 2. a. b. c. d. e.
a. b. c. d. e. 4. a. b. c. d. e.
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a. b. c. d. e.
5. _____ can be classified by primary purpose—whether the aim is to inform, persuade, or remind. Advertising objectives Advertising budgets Advertising strategies Advertising campaigns Advertising logos (Answer: a; p. 371; Moderate) 6. _____ is used heavily when introducing a new product category. The objective is to build primary demand. Persuasive advertising Informative advertising Comparative advertising Patronage advertising Institutional advertising (Answer: b; p. 371; Easy) 7. _____ becomes more important as competition increases. The company’s objective is to build selective demand. Persuasive advertising Informative advertising POP promotion advertising Patronage advertising Reminder-oriented advertising (Answer: a; p. 371;
GENERAL CONTENT: Multiple-Choice Questions 1. A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and directmarketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _____. direct marketing integrated marketing promotional mix competitive marketing target marketing (Answer: c; p. 363; Challenging) _____ is the nation’s largest advertiser. Wal-Mart Ford Motors General Motors Procter & Gamble Xerox (Answer: d; p. 370; Moderate) 3. Four important decisions are made when developing an advertising program. Which is (are) one of these decisions? Setting advertising objectives. Setting the advertising budget. Developing advertising strategy. Selecting a target market A, B, and C (Answer: e; p. 370; Easy) _____ define(s) the job that advertising must do in the total market program. Advertising objectives Advertising budget Advertising strategy Advertising campaigns A and B (Answer: a; p. 370; Moderate)
a. b. c. d. e. 2. a. b. c. d. e.
a. b. c. d. e. 4. a. b. c. d. e.
91
a. b. c. d. e.
5. _____ can be classified by primary purpose—whether the aim is to inform, persuade, or remind. Advertising objectives Advertising budgets Advertising strategies Advertising campaigns Advertising logos (Answer: a; p. 371; Moderate) 6. _____ is used heavily when introducing a new product category. The objective is to build primary demand. Persuasive advertising Informative advertising Comparative advertising Patronage advertising Institutional advertising (Answer: b; p. 371; Easy) 7. _____ becomes more important as competition increases. The company’s objective is to build selective demand. Persuasive advertising Informative advertising POP promotion advertising Patronage advertising Reminder-oriented advertising (Answer: a; p. 371;