32 Questions
Which promotion tool involves any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
Advertising
Which promotion tool is a short-term incentive to encourage the purchase or sale of a product or service?
Sales promotion
What type of promotion involves personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships?
Personal selling
Which promotion tool involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events?
Public relations
Which promotion tool involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Which promotion tool specifically includes the promotion tools: Broadcast, Print, Online, Mobile, Outdoor?
Advertising
What does IMC (Integrated Marketing Communications) involve?
Coordinating and integrating various communication channels for delivering a consistent message
What does the AIDA model stand for in message design?
Attract, Interest, Desire, Action
What is rational appeal in marketing communications?
Appealing to the audience’s self-interest
What is the significance of opinion leaders in marketing?
They play a role in cultivating buzz marketing
Which type of communication involves two or more people communicating directly with each other?
Personal communication
What does content marketing focus on?
Creating, inspiring, and sharing brand messages and conversations across various communication channels
What are marketers shifting away from as mass markets have fragmented?
Traditional advertising methods
What is meant by buzz marketing?
Using opinion leaders to spread information about a product or service
What is the focus of emotional appeal in marketing communications?
Stirring up positive or negative emotions to motivate a purchase
What does nonpersonal communication involve?
Using major media, atmospheres, and events to carry messages without personal contact or feedback
Which of the following promotion tools specifically includes the promotion tools: Broadcast, Print, Online, Mobile, Outdoor?
Advertising
What type of promotion involves demonstrations as one of its specific promotion tools?
Sales promotion
Which specific promotion tool involves building good relations with the company’s various publics and includes activities like obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors?
Public relations
What specific promotion tool involves engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Which of the 4 major promotion tools is described as a short-term incentive to encourage the purchase or sale of a product or service?
Sales promotion
Which specific promotion tool involves its specific promotion tools: Trade shows and Incentive programs?
Personal selling
In marketing communications, what does the AIDA model aim to achieve?
Attention, Interest, Desire, Action
What is the primary focus of rational appeal in marketing communications?
Encouraging self-interest of the audience
What is the significance of opinion leaders in marketing?
Influencing others' opinions about a product or service
Which promotion tool specifically includes the promotion tools: Broadcast, Print, Online, Mobile, and Outdoor?
Advertising
What type of communication involves two or more people communicating directly with each other?
Personal communication
What are marketers shifting away from as mass markets have fragmented?
Mass marketing
What is meant by buzz marketing?
Cultivating opinion leaders and getting them to spread information
Which promotion tool is a short-term incentive to encourage the purchase or sale of a product or service?
Sales promotion
What does nonpersonal communication involve?
Media that carry messages without personal contact or feedback
What is the significance of personal communication in marketing?
Directly engaging with carefully targeted individual consumers
Learn about the promotion mix and the four major promotion tools including advertising, sales promotion, public relations, and direct marketing. Understand the specific promotion tools such as broadcast, print, online, mobile, and outdoor advertising.
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