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
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
Kotler / Armstrong, Chapter 14 Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations? advertising public relations sales promotion direct marketing
Kotler / Armstrong, Chapter 14 Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations? advertising public relations sales promotion direct marketing
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
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
Kotler / Armstrong, Chapter 14 Promotion is shifting away from segmented marketing toward more mass marketing. true false
Kotler / Armstrong, Chapter 14 Promotion is shifting away from segmented marketing toward more mass marketing. true false (Promotion is shifting toward more segmented marketing.)
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
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
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
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
Kotler / Armstrong, Chapter 14 A marketing communicator starts with a clear target audience in mind. true false
Kotler / Armstrong, Chapter 14 A marketing communicator starts with a clear target audience in mind. true false
Kotler / Armstrong, Chapter 14 Awareness, knowledge, and liking are three of the six stages of _____. seller-readiness buyer-readiness direct marketing promotion
Kotler / Armstrong, Chapter 14 Awareness, knowledge, and liking are three of the six stages of _____. seller-readiness buyer-readiness direct marketing promotion
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Kotler / Armstrong, Chapter 14 A company’s most expensive promotional tool is _____. advertising personal selling sales promotion direct mail
Kotler / Armstrong, Chapter 14 A company’s most expensive promotional tool is _____. advertising personal selling sales promotion direct mail
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
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
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
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
Kotler / Armstrong, Chapter 14 If the ______ strategy is effective, consumers will demand the product from channel members. push slide pull grab
Kotler / Armstrong, Chapter 14 If the ______ strategy is effective, consumers will demand the product from channel members. push slide pull grab
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
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