Marketing_communication1

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

• persuasive

• informative

• comparative

• patronage

• institutional

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

• sales

• profit

• communication

• continuity

• associativity

Which of the following is NOT a major public relations tool?

• trade shows and conferences

• stationery, logos, and uniforms

• public service activities

• videos

• annual reports and brochures

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.

• specializes in a single product

• manufactures a small number of simple products

• maintains that product specialization is counterproductive

• has numerous and complex products

• lacks salespeople with superior technical know-how

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

• in person

• learning more about customers' needs

• personalizing products and services

• answering questions from customers

• by phone or online

Which element of the promotion mix is typically a short-term incentive to encourage sales?

• direct marketing

• advertising

• sales promotion

• public relations

• personal selling