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1. As a component of the promotion mix, advertising includes each of the activities marketers
use to inform people about products and persuade them to participate in an exchange.
2. A firm's promotion mix refers to the combination of different promotional tools used to
persuade consumers to participate in an exchange.
3. Integrated marketing communication simplifies the marketing process by replacing
personal selling with extensive use of advertising to create a positive brand image.
4. Integrated marketing communication combines all the promotional tools into one
comprehensive, unified promotional strategy.
5. Integrated marketing communication combines each element of the promotional effort to
create a unique message for a product sold in different markets.
6. Creating a unified positive image of a company in the public's mind is the end result of
effective integrated marketing communication.
7. Combining a firm's promotional tools and resources to create a positive brand image is the
goal of integrated marketing communication.
8. The promotional budget will clarify how much can be spent on advertising and personal
selling.
9. The first step in creating a promotional campaign is to define the objectives for each
element of the marketing mix.
10. The last step in creating a promotional campaign is to evaluate the effectiveness of each
element of the promotional mix.
11. The development of a unified promotional strategy that uses each element of the
promotion mix to create a favorable brand image is the goal of a primary promotional process.
12. A firm's promotion mix consists of its pricing and distribution strategies.
13. When developing the promotional campaign for a new product, the first step for a firm is
to identify their target market.
14. Marla has developed a new advertising message for one of her firm's new products. She
has sent copies of the ad to all of the salespeople in the firm and asked them to stress the
benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free
sample coupon to encourage people to try this new product. She is attempting to create one
positive, unified brand image for the new product. Marla is practicing brand communication.
15. Phil's activities as a salesperson for Marquette Publishing are part of Marquette's
promotion mix.
16. After adopting integrated marketing communication, Madison Furniture puts less
emphasis on public relations, sales promotion, and personal selling, and concentrates on
advertising designed to provide a uniform message to all markets.
17. Depending upon the promotional campaign, advertising may include paid and nonpaid
forms of nonpersonal communication.
18. Trade advertising is advertising to consumers by manufacturers to encourage them to try
their products.
19. Institutional advertising creates an attractive image for an organization rather than for a
product.
20. Advocacy advertising is advertising that supports a particular view of an issue such as gun
control.
21. When a manufacturer advertises to wholesalers and retailers in an attempt to encourage
them to carry its products, it is engaging in institutional advertising.
22. The purpose of institutional advertising is to create an attractive image for an
organization.
23. Advertising provides the public with free TV and radio programs.
24. Newspapers, radio, and directories are especially attractive to local advertisers.
25. Advertising helps to cover the production costs of newspapers and magazines.
26. The major complaint with advertising is that it provides no real benefits to the public.
27. Free TV and radio broadcasting is made possible by advertising.
28. Online advertising has become the number one medium and ranks ahead of newspapers
and television, based on total advertising expenditures.
29. Television and direct mail are the top two advertising media when ranked by total
expenditures.
30. Online advertising is rapidly growing and now ranks third in terms of total advertising
expenditures.
31. Direct mail, television, and newspapers are the top three advertising media when ranked
by total expenditures.
32. The number one advertising medium in terms of total dollar expenditures is newspapers.
33. Because TV advertising is so expensive, it is less popular than in the past, and it now
ranks sixth in total advertising expenditures.
34. Direct mail is usually the best advertising medium to reach specific target markets and
ranks number two in overall advertising expenditures.
35. Magazine advertising's main strengths are high visibility, repeat exposures, and basically
very low cost.
36. One problem with newspaper advertisements is that they have a short life span.
37. Radio advertising has certain shortcomings but offers businesses an opportunity to reach
a specific target market.
38. A TV program made to look like a television show but devoted exclusively to promoting
goods and services is called an infomercial.
39. With the increase of digital advertising, infomercials are rarely shown on television.
40. When marketers advertise on a big online search engine like Bing or Google, they can
reach the people they most want to reach.
41. One of the benefits of advertising online is that it provides a way to link firms and
customers so that they can learn more about each other.
42. Interactive promotion allows customers and companies to work together to create
mutually beneficial exchange relationships in an ongoing dialogue.
43. Online advertising allows advertisers to see how many people have clicked on an
advertisement and how much of it the potential customer has read or watched.
44. The Internet has changed the emphasis of promotion from
promoting to
customers to
working with
customers.
45. The Internet allows firms to listen to customers' wants, track their purchases, provide
them with better service, and give them more access to information.
46. The purpose of interactive promotion is to create a monologue that convinces customers
to act quickly.
47. When it comes to reaching global markets, evidence supports the conclusion that the "one
size fits all" approach to promotional mix design is best.
48. Global advertising can save companies money in research and ad design.
49. The primary emphasis of advertising today is to move from a regional approach in global
markets to a total globalist approach.
50. When advertising in global markets it is important to remember that brand names and
promotional campaigns can often be translated into a local language differently from what the
marketer has attempted to say.
51. Advertising reaches a national audience more effectively than it communicates with a
local market.
52. Mailing ads to nearby residents helps grocery stores reach their target market with
information about special sales. This represents direct mail advertising.
53. Magazines such as
People
,
Sports Illustrated
, and
Bloomberg Businessweek
pay for
much of the cost of producing their publications by selling advertising space in the magazines.
54. Informing consumers about goods and services represents advertising's only benefit to
society.
55. The use of infomercials represents an effective use of advertising dollars.
