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  • CH 10

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    高晴汝
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    This document contains 10 multiple choice questions about marketing and advertising concepts such as public relations, integrated marketing communications, consumer-oriented promotions, direct marketing, emotional appeals in advertising, mass media, and the stages of the advertising decision-making process. The questions are asking the learner to identify key terms, definitions, and statements about these various marketing communication topics.

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    This document contains 10 multiple choice questions about marketing and advertising concepts such as public relations, integrated marketing communications, consumer-oriented promotions, direct marketing, emotional appeals in advertising, mass media, and the stages of the advertising decision-making process. The questions are asking the learner to identify key terms, definitions, and statements about these various marketing communication topics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    19 views4 pages

    CH 10

    Uploaded by

    高晴汝
    This document contains 10 multiple choice questions about marketing and advertising concepts such as public relations, integrated marketing communications, consumer-oriented promotions, direct marketing, emotional appeals in advertising, mass media, and the stages of the advertising decision-making process. The questions are asking the learner to identify key terms, definitions, and statements about these various marketing communication topics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

     Question 1

    0 out of 1 points

    Which of the following is the advantage of public relations?

    Correct  

    Answer: the message originates from an

    unbiased source

    Response Page Ref: 287


    Feedback:

     Question 2
    0 out of 1 points

    Which of the following best describes a communication activity that includes elements such as

    coupons, point-of-purchase savings, sweepstakes, rebates, and free samples?

    Correct  

    Answer: consumer-oriented

    promotions

    Response Page Ref: 287


    Feedback:

     Question 3
    0 out of 1 points

    Which of the following is the final stage of the advertising decision-making process?

    Correct  

    Answer: measuring

    advertising effects

    Response Page Ref: 291


    Feedback:
     Question 4
    0 out of 1 points

    Which of the following is not a way to implement direct marketing?

    Correct  

    Answer: sales

    promotion

    Response Page Ref: 286


    Feedback:

     Question 5
    0 out of 1 points

    Which of the following statements is true about advertisements that are created using emotional

    appeals?

    Correct  

    Answer: Advertisements created using emotional appeals

    focus on imagery and symbols.

    Response Page Ref: 294


    Feedback:

     Question 6
    0 out of 1 points

    Which of the following is true regarding television advertising?

    Correct  

    Answer: It is the best medium for action and


    image advertising.

    Response Page Ref: 299


    Feedback:

     Question 7
    0 out of 1 points

    Which of the following statements is true regarding integrated marketing communications (IMC)?

    Correct  

    Answer: It coordinates different elements of the marketing mix to prevent

    customer confusion from conflicting messages.

    Response Page Ref: 281


    Feedback:

     Question 8
    0 out of 1 points

    Which of the following statements is true about mass media?

    Correct  

    Answer: Television advertising is an

    example of mass media.

    Response Page Ref: 285


    Feedback:

     Question 9
    0 out of 1 points

    The stage where customers are becoming aware of the product and developing knowledge of the

    product's attributes and benefits is known as:


    Correct  

    Answer: cognitive

    stage.

    Response Page Ref: 292


    Feedback:

     Question 10
    0 out of 1 points

    Communication activities that provide extra incentives to customers or the sales force to achieve a

    short-term objective are called:

    Correct  

    Answer: sales

    promotion

    Response Page Ref: 287


    Feedback:

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