MAR 18

Question 1

more companies are adopting the concept of ___, which is the coordination of advertising, sales promotion, public relations, and persona; selling to ensure that all marketing communication are consistent and relevant to the target market.

Answer 1

integrated marketing communications

Question 2

management of a company that adheres to the principle of integrated marketing communications most likely to believe which of the following?

Answer 2

the use of multiple marketing delivery method is advantageous

Question 3

in the AIDA model, the D stands for ___?

Answer 3

desire

Question 4

which strategy directs marketing efforts toward end consumers rather than retailers and wholesalers?

Answer 4

pull

Question 5

thirty years ago, which of the following was the least popular advertising media for marketers?

Answer 5

digital

Question 6

___ measures how inexpensively a media vehicle is able to communicate with a particular customer segment

Answer 6

media efficiency

Question 7

which of the following would be the best media type selection for a company marketing a comple product that needs to be demonstrated in order for consumers to understand the benefits it will deliver?

Answer 7

television

Question 8

____ is a measure of people who could potentially receive an ad through a particular media vehicle.

Answer 8

reach

Question 9

which of the following statements about radio as an advertising medium is true?

Answer 9

radio does an excellent job of targeting audiences with specific interests.

Question 10

a magazine’s ____ can be thought of as a measure of its ___/

Answer 10

circulation; reach