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Chapter 14 Communicating Customer Value: Integrated Marketing Communication Strategy 1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) Direct marketing B) Integrated marketing C) The promotion mix D) Competitive marketing E) Target marketing Answer: C Diff: 1 Page Ref: 402 AACSB: Communication Skill: Concept Objective: 14-1 2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) Direct marketing B) Sales promotions C) Personal selling D) Public relations E) Publicity Answer: B Diff: 2 Page Ref: 402 AACSB: Communication Skill: Concept Objective: 14-1 3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) Sales promotion B) Advertising C) Direct marketing D) Personal selling E) Public relations Answer: B Diff: 1 Page Ref: 402 AACSB: Communication Skill: Concept Objective: 14-1 548 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall MGMT 1006: Intro to Marketing Chapter 16: Marketing Communication Textbook: MKTG, 4th Edition, Charles W. Lamb, Joe F. Hair, Carl McDanniel, Marc Boivin, Davis Gaudet, Janice Shearer. Final exam Question 101. To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasizes that the paint doesn’t chip, peel, or fade. Which type of promotional strategy is Rust- Oleum using? a. push b. reinforcement c. pull d. kinetic ANSWER: c 102. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. a. True b. False ANSWER: True 103. Black & Mild FT are the only cigars on the market made with “a skilful blend of premium pipe tobaccos and a filter tip for extra smoothness.” This feature creates a competitive advantage for the product. a. True b. False ANSWER: True 104. The North American manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication. a. True b. False ANSWER: True 1 Which of the following involves intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message?INTEGRATED MARKETING COMMUNICATIONS--the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.
Which of the following are promotion jobs described by the AIDA model?The AIDA model consists of four promotional jobs. The jobs are to get attention, to hold interest, to arouse desire, and to obtain action.
Which of the following are examples of sales promotion activities aimed at final consumers or users check all that apply?Examples of sales promotion aimed at final consumers include: contests; coupons; aisle displays; samples; trade show displays; point-of-purchase materials; banners and streamers; frequent-buyer programs; and sponsored special events.
Which element of the marketing mix tells influences or reminds potential customers of a product?Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
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Which of the following is true about the relation between promotion blends and the promotion target
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