1. Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____.
advertising
public relations
sales promotion
direct marketing

2. Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____.
advertising
public relations
sales promotion
direct marketing

3. Kotler / Armstrong, Chapter 14
Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?
advertising
public relations
sales promotion
direct marketing

4. Kotler / Armstrong, Chapter 14
Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?
advertising
public relations
sales promotion
direct marketing

5. Kotler / Armstrong, Chapter 14
The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _____.
marketing mix
promotion mix
distribution mix
wholesaling

6. Kotler / Armstrong, Chapter 14
The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _________.
marketing mix
promotion mix
distribution mix
wholesaling

7. Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented marketing toward more mass marketing.
true
false

8. Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented marketing toward more mass marketing.
true
false (Promotion is shifting toward more segmented marketing.)

9. Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.
Advertising
Promotion
Integrated marketing communication (IMC)
Direct marketing

10. Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.
Advertising
Promotion
Integrated marketing communication (IMC)
Direct marketing

11. Kotler / Armstrong, Chapter 14
Which of the following are the two major communication tools of the communications process?
the senders and the receivers
the message and the media
encoding and noise
the media and encoding

12. Kotler / Armstrong, Chapter 14
Which of the following are the two major communication tools of the communications process?
the senders and the receivers
the message and the media
encoding and noise
the media and encoding

13. Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear target audience in mind.
true
false

14. Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear target audience in mind.
true
false

15. Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of the six stages of _____.
seller-readiness
buyer-readiness
direct marketing
promotion

16. Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of the six stages of _____.
seller-readiness
buyer-readiness
direct marketing
promotion

17. Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
action, interest, do, advertise
advertise, interest, desire, addition
action, interest, demand, allocate
attention, interest, desire, action

18. Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
action, interest, do, advertise
advertise, interest, desire, addition
action, interest, demand, allocate
attention, interest, desire, action

19. Kotler / Armstrong, Chapter 14
Which of the following is not a type of message appeal frequently used by marketers?
moral appeals
emotional appeals
rational appeals
all of the above

20. Kotler / Armstrong, Chapter 14
Which of the following is not a type of message appeal frequently used by marketers?
moral appeals
emotional appeals
rational appeals
all of the above

21. Kotler / Armstrong, Chapter 14
All of the following are message structure issues handled by marketers except _____.
draw a conclusion
present a one-sided argument
present the strongest argument last
present an affordable method

22. Kotler / Armstrong, Chapter 14
All of the following are message structure issues handled by marketers except _____.
draw a conclusion
present a one-sided argument
present the strongest argument last
present an affordable method

23. Kotler / Armstrong, Chapter 14
What are the two broad communication channels marketers must choose between?
print and broadcast
personal and non-personal
advertising and public relations
direct mail and the Internet

24. Kotler / Armstrong, Chapter 14
What are the two broad communication channels marketers must choose between?
print and broadcast
personal and non-personal
advertising and public relations
direct mail and the Internet

25. Kotler / Armstrong, Chapter 14
Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.
buzz marketing
public relations
word of mouth
all of the above

26. Kotler / Armstrong, Chapter 14
Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.
buzz marketing
public relations
word of mouth
all of the above

27. Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.
buzz
chat
e-talk
i-mail

28. Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.
buzz
chat
e-talk
i-mail

29. Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.
total budget for advertising
product mix
marketing mix
public relations budget

30. Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.
total budget for advertising
product mix
marketing mix
public relations budget

31. Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is _____.
advertising
personal selling
sales promotion
direct mail

32. Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is _____.
advertising
personal selling
sales promotion
direct mail

33. Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.
advertising
personal selling
sales promotion
public relations

34. Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.
advertising
personal selling
sales promotion
public relations

35. Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.
public relations
direct marketing
sales promotion
advertising

36. Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.
public relations
direct marketing
sales promotion
advertising

37. Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will demand the product from channel members.
push
slide
pull
grab

38. Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will demand the product from channel members.
push
slide
pull
grab

39. Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.
advertising and public relations
personal selling and direct marketing
sales promotion and advertising
public relations and direct marketing

40. Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.
advertising and public relations
personal selling and direct marketing
sales promotion and advertising
public relations and direct marketing