Texas Tech University



MKT 4354-003Chapter 1 QuizIntegrated Marketing Communication (IMC) is defined as:A paid, mass mediated attempt to persuadeThe process of using a wide range of promotional tools working together to create wide-spread brand exposure.A series of coordinated promotional efforts including advertisements that communicate a single theme or ideaThe communication process in marketing that is used to create a favorable predisposition toward a brand or serviceWhat is the difference between advertising and publicity?Only advertisements can use television Publicity is never mass-mediatedAdvertising is paid for while publicity is not Public service announcements (PSA) are types of advertisementsWhich is NOT a main audience category? Household consumersMembers of trade channelProfessionals SuppliersWhich aspect of the marketing mix focuses on aesthetic design, warranties, and features?Product PromotionPriceDistributionLower per-unit productions costs resulting from larger volumes refers to:Economies of scaleDemand elasticityInternal positioningExternal positioning What is a target audience?The group of customers singled out to be reached by an advertising campaign or other promotion. Individuals who specialize in areas related to the promotional processThe advertising agency that emphasizes copywriting and artistic services. Organizations of professionals who provide create and business services related to planning, preparing, and placing advertisements.Which one of the following communication efforts would be considered advertising?a. A public service announcement urging motorcycle riders to wear helmets.A musician on a radio talk show plugging his concert tour.A politician going door-to-door urging people to vote for him.A television message from the National Milk Council urging everyone to drink milk.________ is the process of creating a perceived difference between an organization's brand and the competition's.DifferentiationPositioningAn external PositionAn internal positionAdvertising that is designed to generate demand for a particular company’s brand is known as?corporate advertisingselective demand stimulationdirect response advertisingprimary demand stimulationWhat are the two major components of Mass Media Communication?Negotiation and Accommodation?Negotiation and Production?Reception and Production?Reception and AccommodationWhat is the most challenging aspect of advertising execution?Generating an Advertising Campaign?Finding an Advertising firm?Developing the Integrated Marketing CommunicationGetting Clients or SponsorsPrimary Demand Stimulation is defined as:?promotion aimed at stimulating demand for a specific brandpromotion aimed at creating demand for a product categorypromotion that asks the receiver of the message to act immediately?promotion that relies on imagery and message themes to emphasize a brand's benefits and positive qualities to encourage customers to purchase the product at a later dateWhen members of an audience are similar in their background, social standing, and goals, they generally........do not yield similar meanings from an adyield similar meanings from an ad?have no opinion ??live in the same neighborhoodWhich of the following is not in the Promotional Mix?a. Public Relationsb. Event Sponsorshipsc. Branded Entertainment?d. Logistics?Which of these is the most widely used promotional tool?social mediaevent sponsorshipspersonal sellingadvertisingWhat are trade journals?magazines that list the market price of various itemsmagazines that list the market price of commercial costsmagazines that publish technical articles for members of the trademagazines that are solely used by retailers and distributorsWhich of the following best describes global promotion?promotion typically used for brands that are considered citizens of the world and whose manner of use does not vary tremendously by culturepromotion that reaches all geographic areas of one nation. It is the kind of promotion we see most often in the mass media in the U.S. market.regional promotion, this is directed at an audience in a single trading area, either a city or statea team approach to promotion in which national companies share promotion expenses in a market with local dealers to achieve specific objectives.Which of the following is considered an audience for promotion?Household ConsumersMembers of Business OrganizationsProfessionalsall of the aboveWhat is a brand?a legally protected right of a companyname, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.decision-making mode in which consumers repeatedly buy the same thing to fulfill a specific neednone of the aboveWhich of the following describes economies of scale?A situation in which consumers are relatively insensitive to price increases for the brand.Promotion that asks the receiver of the message to act immediately.This occurs when costs per-unit become lower due to larger volumes of production.Promotion aimed at pointing out a specific brand’s unique benefits compared with the competition.Answers:1. B2. C3. D4. A5. A6. A7. D8. A9. B10. C11. A12. B13. B14. D15. D16. C17. A18. D19. B20. C ................
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