Chapter 14 - slide 2 _____ refers to short-term incentives provided to encourage the purchase or sale of a product or a service. 1. Advertising 2. Public relations 3. Sales promotion 4. Direct marketing
Chapter 14 - slide 3 What is the function of public relations? 1. Building up a good corporate image 2. Building a direct connection with customer 3. Obtaining immediate customer response 4. Making sales
Chapter 14 - slide 4 What is the function of public relations? 1. Building up a good corporate image 2. Building a direct connection with customer 3. Obtaining immediate customer response 4. Making sales
Chapter 14 - slide 5 Which of the following includes the use of catalogs, telephone marketing, kiosks, the Internet, mobile marketing? 1. Advertising 2. Public relations 3. Sales promotion 4. Direct marketing
Chapter 14 - slide 6 Which of the following includes the use of catalogs, telephone marketing, kiosks, the Internet, mobile marketing? 1. Advertising 2. Public relations 3. Sales promotion 4. Direct marketing
Chapter 14 - slide 7 _____ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 1. Advertising 2. Public relations 3. Sales promotion 4. Direct marketing
Chapter 14 - slide 8 _____ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 1. Advertising 2. Public relations 3. Sales promotion 4. Direct marketing
Chapter 14 - slide 9 Which of the following are the two major communication tools of the communications process? 1. The senders and the receivers 2. The message and the media 3. Encoding and noise 4. The media and encoding
Chapter 14 - slide 10 Which of the following are the two major communication tools of the communications process? 1. The senders and the receivers 2. The message and the media 3. Encoding and noise 4. The media and encoding
Chapter 14 - slide 11 Burger King’s ad agency assembles words, sounds, and illustrations into an ad that conveys the intended message. This is an example of _____. 1.decoding 2.media 3.encoding 4.noise
Chapter 14 - slide 12 Burger King’s ad agency assembles words, sounds, and illustrations into an ad that conveys the intended message. This is an example of _____. 1.decoding 2.media 3.encoding 4.noise
Chapter 14 - slide 13 The unplanned static or distortion during the communication process, is known as ____. 1. tolerance 2. feedback 3. message 4. noise
Chapter 14 - slide 14 The unplanned static or distortion during the communication process, is known as ____. 1. tolerance 2. feedback 3. message 4. noise
Chapter 14 - slide 17 An ad showing men surprising the women they love with diamond jewelry exhibits _____ appeal. 1. moral 2. emotional 3. rational 4. fear
Chapter 14 - slide 18 An ad showing men surprising the women they love with diamond jewelry exhibits _____ appeal. 1. moral 2. emotional 3. rational 4. fear
Chapter 14 - slide 19 Which method for setting the promotional budget begins with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising? 1. Percentage-of-sales method 2. Competitive-parity method 3. Affordable method 4. Objective-and-task method
Chapter 14 - slide 20 Which method for setting the promotional budget begins with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising? 1. Percentage-of-sales method 2. Competitive-parity method 3. Affordable method 4. Objective-and-task method
Chapter 14 - slide 21 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.