Questions_Chapter_16

Questions_Chapter_16 - Chapter 16 Using Effective...

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Chapter 16: Using Effective Promotional Techniques 16-11 Chapter 16 Using Effective Promotional Techniques CPS questions
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Chapter 16: Using Effective Promotional Techniques 16-22 1. Which of the following does a promotional campaign begins with? a. Identifying a target market b. Defining the objectives for each element of the promotion mix c. Determining a promotional budget d. Developing a unifying message
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Chapter 16: Using Effective Promotional Techniques 16-33 2. Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called: a. brand awareness. b. brand publicity. c. integrated promotional communication. d. integrated marketing communication.
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Chapter 16: Using Effective Promotional Techniques 16-44 3. Milwaukee Manufacturing has redesigned its promotional strategy. The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. What has Milwaukee Manufacturing adopted? a. An internal marketing program b. An integrated marketing communication system c. A multilevel coordination plan d. A stakeholder response system
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Chapter 16: Using Effective Promotional Techniques 16-55 4. Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is referred to as which of these? a. Retail advertising b. Trade advertising c. Business-to-business advertising d. Institutional advertising
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Chapter 16: Using Effective Promotional Techniques 16-66 5. The effectiveness of magazine advertising is reduced by: a. Inflexibility b. Inability to target specific markets c. Brief life span d. Higher total cost, relative to television advertising
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Questions_Chapter_16 - Chapter 16 Using Effective...

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