Exam 18: Advertising, Sales Promotion, and Public Relations

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

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Question 1

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The importance of advertising, personal selling, and sales promotions varies with the three stages in the consumer purchase decision process. In the prepurchase stage, advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller. Sales promotion can encourage trial through the use of free samples. At the purchase stage, the need to close the sale increases the importance of personal selling. Sales promotion in the form of coupons, deals, point-of-purchase displays, and rebates can be very helpful in encouraging demand. In the postpurchase stage, the salesperson and advertising are important to help reduce the buyer's postpurchase anxiety. Sales promotion in the form of coupons can encourage repeat purchases from satisfied first-time triers. See Figure 18-4.

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

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Question 2

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Traffic generation is

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Question 3

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The promotional objective of the maturity stage of the product life cycle is to

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Question 4

The European Union passed a law called the E-Privacy Directive to

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Question 5

In the hierarchy of effects, evaluation refers to

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Question 6

"To persuade" is the promotional objective of which stage of the product life cycle?

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Question 7

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

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Question 8

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

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Question 9

In the purchase stage of the consumer journey, ________ gives consumers control over the process.

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Question 10

In the hierarchy of effects, adoption refers to

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Question 11

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

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Question 12

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

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Question 13

Businesses vary as to the amount of security they require or can afford to protect their digital files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?

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Question 14

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

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Question 15

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

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Question 16

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager in Greece wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

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Question 17

Direct marketing refers to

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Question 18

In the communication process, noise refers to

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Question 19

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

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Question 20

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Exam 18: Advertising, Sales Promotion, and Public Relations

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

Traffic generation is

The promotional objective of the maturity stage of the product life cycle is to

The European Union passed a law called the E-Privacy Directive to

In the hierarchy of effects, evaluation refers to

"To persuade" is the promotional objective of which stage of the product life cycle?

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

In the purchase stage of the consumer journey, ________ gives consumers control over the process.

In the hierarchy of effects, adoption refers to

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Direct marketing refers to

In the communication process, noise refers to

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

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