Chapter 16

Chapter 16 - Chapter 16Integrated Marketing Communications...

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Chapter 16—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: 245 OBJ: 16-1 TYPE: Def TOP: 2. Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobac- cos 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: 245 OBJ: 16-1 TYPE: App TOP: 3. The promotional mix is the combination of promotional tools used to reach the target market and ful- fill the organization's overall goals. ANS: T PTS: 1 REF: 246 OBJ: 16-2 TYPE: Def TOP: 4. Advertising is any form of impersonal, one-way mass communication in which the sponsor is identi- fied. ANS: T PTS: 1 REF: 246 OBJ: 16-2 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 broad- cast them cost money. PTS: 1 REF: 247 OBJ: 16-2 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: 247 OBJ: 16-2 TYPE: Def TOP: AACSB Communication| TB&E Model Promotion
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7. Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effect- iveness. ANS: T Sales promotion is a short-run tool used to stimulate increased demand. PTS: 1 REF: 247 OBJ: 16-2 TYPE: Def TOP: 8. Communication via telephone is not considered personal selling because it is not face-to-face. ANS: F Telemarketing is a form of personal selling. It does allow for immediate interaction. PTS: 1 REF: 248 OBJ: 16-2 TYPE: Comp TOP: 9. The U.S. manager is working with some Indonesians who do not speak English. In attempting to ex- change information, they are using symbols to assign meanings to the facts the manager hopes to con- vey. This is an example of communication.
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Chapter 16 - Chapter 16Integrated Marketing Communications...

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