Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following statements referring to the effects of consumer adoption of technology and media on IMC planning is NOT true? 1) _______ A) TV advertising reaches smaller and more selective audiences. B) Broadcasters have been slow to offer their TV shows for viewing over the Internet. C) TV audiences are fragmented, requiring advertisers to place their messages in other media. D) Brands use traditional media to direct consumers to their website or social media. 2) Which of the following is NOT an element of the promotional mix? 2) _______ 3) Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? 3) _______ 4) Individuals and companies that perform specialized functions such as marketing research, video production, package design, and event marketing are known as:
4) _______ 5) Which of these is NOT a reason why marketers use advertising? 5) _______ A) To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult B) To set an appropriate price across various channels C) To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience D) To create symbolic appeals for a company or brand 6) ________ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. 6) _______ 7) ________ is defined as any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor. 7) _______
Sales promotion 8) Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: 8) _______ 9) ________ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. 9) _______ A) IMC B) Transaction marketing C) Public relations D) Online advertising
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- Fall '13