TUTORIAL - Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy

Multiple Choice Questions

1. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix

2. Companies often make use of short-term incentives to encourage the purchase or sale of a product or service called ________. a. direct marketing b. sales promotions c. personal selling d. public relations

3. When most people think of marketing, they think first of the common form of paid, nonpersonal, presentation or promotion of ideas, goods, or services by an identified sponsor that is called ________. a. sales promotion b. advertising c. direct marketing d. personal selling

4. Which of the five major promotion tools includes press releases and special events? a. sales promotion b. personal selling c. direct marketing d. public relations

5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________. a. sales promotion b. direct marketing c. public relations d. advertising

6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstration. a. Sales promotion b. Direct marketing c. Public relations d. Advertising

7. Companies use all of the following methods to set their advertising budget EXCEPT the ________. a. objective-and-task method b. expert-opinion method c. competitive-parity method d. percentage-of-sales method

8. The ________ method is simple to