16 - 16 Student: _ 1. As a component of the promotion mix,...

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Student: _______________________________________________________________________________________ True False True False True False True False True False True False True False True False True False True False True False True False True False True False True False True False True False 1. As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange. 2. A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange. 3. Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image. 4. Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy. 5. Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets. 6. Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication. 7. Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication. 8. The promotional budget will clarify how much can be spent on advertising and personal selling. 9. The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix. 10. The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix. 11. The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process. 12. Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix. 13. A firm's promotion mix consists of its pricing and distribution strategies. 14. After adopting integrated marketing communication, Madison Furniture puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets. 15. When developing the promotional campaign for a new product, the first step for a firm is to identify their target market. 16. Marla has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Marla is practicing brand communication. 17. Depending upon the promotional campaign, advertising may include paid and non-paid forms of non-personal communication.
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This document was uploaded on 10/17/2011.

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16 - 16 Student: _ 1. As a component of the promotion mix,...

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