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Exam 15: Marketing Communications

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Question 51

True/False

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Advertising,public relations,and sales promotion are generally impersonal,one-way means of mass communication.

A) True
B) False

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Question 52

Multiple Choice

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Which statement describes an element of sales promotion?

A) It is a long-term tool used by marketers.
B) It complements advertising by yielding faster sales responses.
C) It is allotted less marketing money than advertising.
D) It uses personal selling,advertising,and public relations.

E) All of the above
F) A) and D)

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Question 53

Multiple Choice

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The marketing function that evaluates public attitudes,identifies areas within the organization the public may be interested in,and executes a program of action to earn public understanding and acceptance is called ___________.

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Noise refers to anything that interferes with,distorts,or slows down the transmission of information.

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Encoding the message encompasses all of the following except

A medium of communication-such as a voice,radio,or newspaper-for transmitting a message is called _____________.

_____ includes media such as television,magazine,outdoor,radio,or newspaper advertising.

Which of the following statements is the objective of public relations?

Which of the following statements is true of a proper promotional mix?

Which of the following promotional approaches is most commonly used by toothpaste brands and other consumer products that are well-established?

Advent Automobiles Inc.has launched a new sport utility vehicle (SUV) .It's advertising firm develops a marketing message and places advertisements in leading newspapers and on social media sites to inform consumers about the new SUV and its various features.In the context of the communication process,Advent Automobiles is the _____.

Which of the following statements is true of buying decisions?

Advertising,and sales promotion are the most productive promotion tools to use for routine decisions.

Roar Bros.,a beverage manufacturing firm,recently launched a new energy drink.To make consumers aware of the new drink and to stimulate their interest in it,the managers want to use owned media to promote the new product.In this case,the managers will most likely

Which term refers to direct,face-to-face communication between two or more people?

Discuss informative promotion and provide examples that illustrate successful promotion of goods,services,and the support of nonprofit organizations.

The _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations and is used to reach the target market and fulfill an organization's overall goals.

During the _____ of the product life cycle,the basic goal of promotion is to inform the target audience that a product is available.