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0 Exakte Antworten 0 Text Antworten 39 Multiple Choice Antworten
Fenster schliessen

 

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
direct marketing

competitive marketing

the promotion mix

integrated marketing

target marketing

Fenster schliessen

 

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
advertising

direct marketing

public relations

personal selling

sales promotion

Fenster schliessen

 

Which of the following is not an aspect of the promotion mix?
strategic positioning

sales promotions

public relations

advertising

direct marketing

Fenster schliessen

 

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
media; sales

narrowcasting; broadcasting

broadcasting; narrowcasting

advertising; word-of-mouth

marketing; media

Fenster schliessen

 

All of the following are reasons that marketers are losing confidence in television advertising except ________.
younger consumers are using different media

audience size is on the decline

many viewers are using video on demand and TiVo-like systems

mass media costs continue to increase

television offers a high cost per exposure

Fenster schliessen

 

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
promotional tools used for pull strategies but not push strategies

promotional tools used for push strategies but not pull strategies

communications channels focused more on narrowcasting than broadcasting

communications channels that should be integrated under the concept of integrated marketing communications.

promotional tools adapted for use in mass marketing

Fenster schliessen

 

With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.
separate marketing objectives

equal portions of the advertising budget

independent communications directors

the same message, look, and feel

the same target audience

Fenster schliessen

 

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
segmented advertising

personal selling

sales promotion

mass-market advertising

public relations