{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Questions_Chapter_16

Questions_Chapter_16 - Chapter 16 Using Effective...

Info icon This preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 16: Using Effective Promotional Techniques 16-11 Chapter 16 Using Effective Promotional Techniques CPS questions
Image of page 1

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

View Full Document Right Arrow Icon
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
Image of page 2
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.
Image of page 3

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

View Full Document Right Arrow Icon
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
Image of page 4
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
Image of page 5

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

View Full Document Right Arrow Icon
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
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern