True or False - Chapter 14-Integrated Marketing...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 14—Integrated Marketing Communications TRUE/FALSE 1. 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. ANS: T PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: 2. Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness.” This feature creates a competitive advantage for the product. ANS: T A competitive advantage is an aspect of the product that the target market perceives as different from and superior to the competition. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: 3. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals. ANS: T PTS: 1 REF: 207-208 OBJ: 14-2 TYPE: Def TOP: 4. Advertising is any form of impersonal, one-way mass communication in which the sponsor is identified. ANS: T PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def TOP: 5. Benedick and Taapo are arguing about newspaper publicity. Benedick says favorable publicity is free-- hence the phrase "free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers. Benedick has a more accurate grasp of the definition of publicity. ANS: F Publicity is not free. Preparing news releases, staging special events, and persuading media to broadcast them cost money. PTS: 1 REF: 208 OBJ: 14-2 TYPE: Comp TOP: 6. Publicity is free. ANS: F Preparing news releases, staging special events, and persuading media to broadcast them cost money. PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def TOP: AACSB Communication | TB&E Model Promotion
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
7. Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness. ANS: T
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

True or False - Chapter 14-Integrated Marketing...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online