MKT304 - CHAPPER 1

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by

• A. mass-media advertising.

• B. public relations.

• C. direct marketing

• D. publicity.

Price, product, place and promotion together form the:

• A. value.

• B. promotional mix.

• C. marketing mix.

• D. integrated marketing communication.

The best-known and most widely discussed form of promotion is:

• A. personal selling.

• B. sales promotion.

• C. direct marketing.

• D. advertising.

• E. publicity/public relations

Which of the following is NOT an element of the traditional promotional mix?

• A. Packaging

• B. Advertising

• C. Personal selling

• D. Sales promotion

• E. Public relations

Which of the following is true about advertising?

• A. It attempts to create a personal relationship with the customers.

• B. The nature and purpose of advertising is usually the same across various industries.

• C. It is a valuable tool for building company and brand image.

• D. Advertising is used only for the promotion of mass consumer products.

One of the major tools of direct marketing is ______ advertising, where a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

• A. direct-response

• B. primary-demand

• C. business-to-business

• D. trade

4. How can businesses ensure consistency in their messages across different channels?

• A. Use one core message and tailor it to each channel.

• B. Use completely different messages for each channel to appeal to a wide audience.

• C. Simply use the same message for every channel without any adjustments.

• D. Don't worry about consistency across channels, just focus on the content of each channel.

____ involves determining which communication channels will be used to deliver the advertising message to the target audience.

• A. Media strategy

• B. Creative strategy

• C. Reactionary strategy

• D. Intrinsic strategy

____ has long been the cornerstone of brand-building efforts for many companies.

• A. Interactive media

• B. Mass-media advertising

• C. Online marketing

• D. Product placement

To respond to media fragmentation, marketers are increasing their spending on

• A. mass-media communication.

• B. television advertising

• C. micromarketing.

• E. product packaging