Chapter 15

Question 1

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network’s _____ described its plan on how to use these tools most effectively.

Answer 1

Promotional strategy

Question 2

Two major categories of communications are:

Answer 2

Mass and interpersonal

Question 3

A channel in communication is:

Answer 3

Any communication medium

Question 4

Within the communication process for a car dealer’s ad, which of the following would be an example of noise?

Answer 4

All of these

Question 5

For communication to be effective:

Answer 5

marketing managers must ensure a proper match between the message to be conveyed and the target market’s attitudes and ideas.

Question 6

All promotions are designed to inform, persuade, or remind the target audience.

Answer 6

True

Question 7

Advertising is impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

Answer 7

True

Question 8

AIDA is an acronym for attention, interest, desire, and action.

Answer 8

True

Question 9

Sales promotion consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness.

Answer 9

True