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Exam 14: Marketing Communications

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Question 111

Multiple Choice

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Under the traditional compensation method, an advertising agency receives ____ percent of the client's media expenditures.

A) 6
B) 10
C) 12
D) 15
E) 18

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Question 112

True/False

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Over the last few years, advertising revenues of magazines have been declining dramatically.

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Question 113

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Mercedes-Benz's management of a Facebook fan page as well as a YouTube channel displays the company's utilisation of

Advertising appropriations may be based on all of the following except

Production companies, research organisations, media firms, and commercial artists are just a few of the people involved with executing an advertising campaign.

Dan has an educational background in computer engineering.He works for IBM by assisting major customers with understanding how to install, use, and troubleshoot their networked computer systems.Dan would be best classified as a(n)

A rotisserie cooker is demonstrated on television.The programme lasts 30 minutes and tells consumers why they need a rotisserie cooker and the health and convenience benefits it provides.This is a(n)

As Alberto walked down the aisle of a supermarket one Saturday, he encountered a lady at the end handing out bite-sized portions of a new brand of sausage.This lady is trying to accomplish what?

A premium is an industry-wide exhibit at which many sellers display their products for promotion.

The advertising appropriation is the

Lisa is in charge of maintaining good relationships between her organisation and local government, business leader groups, and the general public.Lisa's responsibilities can be called

JCPenney ran a newspaper ad stating, "We are the friendliest store in town." This is an example of ____ advertising.

All activities whose objective is to create and maintain a favourable public image are called public relations.

When a retail store such as Sears offers a one-day promotion for an extra 15 percent off to customers holding a charge account with them, it is attempting to

Jersey Mike's Sub Shop offers its customers a card to stamp each time they buy a sandwich.When the card is full, the customer can redeem it for a free sandwich.This sales promotion is a

The objectives of public relations are to create and maintain a favourable public image.

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its target market.Together these various methods are Tupperware's

R&P Inc. R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc.If R& P management chose to return a portion of a product's purchase price as a sales promotion method, it would be referred to as which of the following?

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.