Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

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Which of the following promotion tools will most likely make a consumer feel the need to listen and immediately respond to a seller?

(Multiple Choice)

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Question 41

How has the new communications model changed the face of today's marketing communications?

(Essay)

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Question 42

The objective of ________ advertising is to build primary demand.

(Multiple Choice)

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Question 43

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

(Multiple Choice)

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(40)

Question 44

Newspapers,as a medium of advertising,provide poor local market coverage.

(True/False)

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(31)

Question 45

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

(True/False)

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(33)

Question 46

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

(True/False)

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(33)

Question 47

Which of the following is an example of a firm utilizing public relations as a promotion tool?

(Multiple Choice)

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Question 48

________ advertising is used heavily when introducing a new product category.

(Multiple Choice)

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Question 49

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

(Multiple Choice)

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Question 50

Which of the following is a function of an integrated marketing communications system?

(Multiple Choice)

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Question 51

Reminder advertising is ideal for maintaining customer relationships with mature products.

(True/False)

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Question 52

Which of the following promotion tools would best reach a geographically dispersed mass audience in a short period of time?

(Multiple Choice)

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(35)

Question 53

________ advertising would most likely result in advertising wars between competitors.

(Multiple Choice)

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(37)

Question 54

A company which uses a press release to explain the resignation of a former CEO is using ________ to maintain its brand image.

(Multiple Choice)

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Question 55

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

(True/False)

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(33)

Question 56

Which of the following is most likely a difference between advertising and sales promotions?

(Multiple Choice)

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Question 57

Which of the following is a disadvantage of using a magazine as an advertising medium?

(Multiple Choice)

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Question 58

Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear,consistent,and compelling message about the organization and its products.

(True/False)

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(31)

Question 59

Pulsing,as an ad pattern,means scheduling ads evenly over a given time period.

(True/False)

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(32)

Question 60

Showing 41 - 60 of 100

Which of the following promotion tools will most likely make a consumer feel the need to listen and immediately respond to a seller?

How has the new communications model changed the face of today's marketing communications?

The objective of ________ advertising is to build primary demand.

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

Newspapers,as a medium of advertising,provide poor local market coverage.

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

Which of the following is an example of a firm utilizing public relations as a promotion tool?

________ advertising is used heavily when introducing a new product category.

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

Which of the following is a function of an integrated marketing communications system?

Reminder advertising is ideal for maintaining customer relationships with mature products.

Which of the following promotion tools would best reach a geographically dispersed mass audience in a short period of time?

________ advertising would most likely result in advertising wars between competitors.

A company which uses a press release to explain the resignation of a former CEO is using ________ to maintain its brand image.

The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

Which of the following is most likely a difference between advertising and sales promotions?

Which of the following is a disadvantage of using a magazine as an advertising medium?

Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear,consistent,and compelling message about the organization and its products.

Pulsing,as an ad pattern,means scheduling ads evenly over a given time period.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

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