26 Questions
What is the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea called?
Promotion
Which element of the promotional mix involves non-personal communication through various media?
Advertising
What are the traditional elements of the promotional mix?
Advertising, sales promotion, publicity/public relations, personal selling
Which major promotional-mix element is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program?
Direct marketing
What is implicit communication through the various elements of the marketing mix considered as?
Promotional program
What do modern-day marketers use to communicate with their target markets as major promotional-mix elements?
Interactive media and advertising
What is the primary characteristic of advertising as mentioned in the passage?
One-way communication
How has advertising been traditionally viewed in terms of reaching the target market?
Inefficient use of promotional funds
What is expected to change in advertising in the next 10-20 years?
Highly interactive model
In the traditional view, what is the role of the message receiver (target market) in advertising?
Unable to respond to the message
What is a challenge posed by the traditional mass promotion approach of advertising?
Ineffective targeting of the marketer’s audience
What is changing in terms of enabling immediate response to advertising messages?
Introduction of new media outlets
For major consumer products companies, what may smaller companies with limited budgets be forced to focus on when creating an advertising campaign?
Selecting media for message delivery
What is the first important decision involved in creating an advertising campaign?
Setting the advertising objective
Which broad objective can advertising be used to address?
All of the above
What is considered important and should be well understood by all marketers according to the passage?
All advertising campaign decisions
What are the two options for handling advertising campaigns mentioned in the passage?
Employing a professional advertising agency or choosing to undertake all advertising tasks on its own
What is intensely evaluated for major consumer products companies when creating an advertising campaign?
Each of the decisions involved in the campaign
What is a common objective of persuasive advertising in the competitive stage?
Building brand preferences
In which stage of the product life cycle does informing advertising play a heavy role?
Pioneer stage
Which type of reminder advertising seeks to assure current purchasers that they have made the right choice?
Reinforcement advertising
What does advertising play a prominent role in informing customers about when it comes to new and existing products?
Details about the product
When can advertising be used to let the market know of price reductions?
During short term sales (i.e., price markdown)
In what stage of the product life category does informative advertising aim to build primary demand?
Pioneer stage
What does persuasive advertising become important in the competitive stage for a company's objective to build?
Selective demand for a particular brand
What is an example of a message that advertising can be used to inform customers about when it comes to existing products?
"New Name but Same Great Taste"
Test your knowledge about promotional communication and its role in marketing. Explore the essential tools and strategies used to achieve communication objectives within an organization's promotional program.
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