![Page 1: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/1.jpg)
Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____.
1. advertising
2. public relations
3. sales promotion
4. direct marketing
![Page 2: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/2.jpg)
Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____.
1. advertising
2. public relations
3. sales promotion
4. direct marketing
![Page 3: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/3.jpg)
Kotler / Armstrong, Chapter 14
Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?
1. advertising
2. public relations
3. sales promotion
4. direct marketing
![Page 4: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/4.jpg)
Kotler / Armstrong, Chapter 14
Which of the following includes point-of-purchase displays, premiums, discounts, and demonstrations?
1. advertising
2. public relations
3. sales promotion
4. direct marketing
![Page 5: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/5.jpg)
Kotler / Armstrong, Chapter 14
The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _____.
1. marketing mix
2. promotion mix
3. distribution mix
4. wholesaling
![Page 6: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/6.jpg)
Kotler / Armstrong, Chapter 14
The strategic blending of such things as advertising, personal selling, and direct marketing is referred to as _________.
1. marketing mix
2. promotion mix
3. distribution mix
4. wholesaling
![Page 7: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/7.jpg)
Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented marketing toward more mass marketing.
1. true
2. false
![Page 8: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/8.jpg)
Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented marketing toward more mass marketing.
1. true
2. false (Promotion is shifting toward more segmented marketing.)
![Page 9: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/9.jpg)
Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.
1. Advertising
2. Promotion
3. Integrated marketing communication (IMC)
4. Direct marketing
![Page 10: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/10.jpg)
Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.
1. Advertising
2. Promotion
3. Integrated marketing communication (IMC)
4. Direct marketing
![Page 11: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/11.jpg)
Kotler / Armstrong, Chapter 14
Which of the following are the two major communication tools of the communications process?
1. the senders and the receivers
2. the message and the media
3. encoding and noise
4. the media and encoding
![Page 12: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/12.jpg)
Kotler / Armstrong, Chapter 14
Which of the following are the two major communication tools of the communications process?
1. the senders and the receivers
2. the message and the media
3. encoding and noise
4. the media and encoding
![Page 13: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/13.jpg)
Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear target audience in mind.
1. true
2. false
![Page 14: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/14.jpg)
Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear target audience in mind.
1. true
2. false
![Page 15: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/15.jpg)
Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of the six stages of _____.
1. seller-readiness
2. buyer-readiness
3. direct marketing
4. promotion
![Page 16: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/16.jpg)
Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of the six stages of _____.
1. seller-readiness
2. buyer-readiness
3. direct marketing
4. promotion
![Page 17: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/17.jpg)
Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
1. action, interest, do, advertise
2. advertise, interest, desire, addition
3. action, interest, demand, allocate
4. attention, interest, desire, action
![Page 18: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/18.jpg)
Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
1. action, interest, do, advertise
2. advertise, interest, desire, addition
3. action, interest, demand, allocate
4. attention, interest, desire, action
![Page 19: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/19.jpg)
Kotler / Armstrong, Chapter 14
Which of the following is not a type of message appeal frequently used by marketers?
1. moral appeals
2. emotional appeals
3. rational appeals
4. all of the above
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Kotler / Armstrong, Chapter 14
Which of the following is not a type of message appeal frequently used by marketers?
1. moral appeals
2. emotional appeals
3. rational appeals
4. all of the above
![Page 21: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/21.jpg)
Kotler / Armstrong, Chapter 14
All of the following are message structure issues handled by marketers except _____.
1. draw a conclusion
2. present a one-sided argument
3. present the strongest argument last
4. present an affordable method
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Kotler / Armstrong, Chapter 14
All of the following are message structure issues handled by marketers except _____.
1. draw a conclusion
2. present a one-sided argument
3. present the strongest argument last
4. present an affordable method
![Page 23: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/23.jpg)
Kotler / Armstrong, Chapter 14
What are the two broad communication channels marketers must choose between?
1. print and broadcast
2. personal and non-personal
3. advertising and public relations
4. direct mail and the Internet
![Page 24: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/24.jpg)
Kotler / Armstrong, Chapter 14
What are the two broad communication channels marketers must choose between?
1. print and broadcast
2. personal and non-personal
3. advertising and public relations
4. direct mail and the Internet
![Page 25: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/25.jpg)
Kotler / Armstrong, Chapter 14
Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.
1. buzz marketing
2. public relations
3. word of mouth
4. all of the above
![Page 26: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/26.jpg)
Kotler / Armstrong, Chapter 14
Personal communication about a product between target buyers and family members, neighbors, friends, and associates is called _____.
1. buzz marketing
2. public relations
3. word of mouth
4. all of the above
![Page 27: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/27.jpg)
Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.
1. buzz
2. chat
3. e-talk
4. i-mail
![Page 28: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/28.jpg)
Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to spread information about your product is referred to as ______ marketing.
1. buzz
2. chat
3. e-talk
4. i-mail
![Page 29: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/29.jpg)
Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.
1. total budget for advertising
2. product mix
3. marketing mix
4. public relations budget
![Page 30: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/30.jpg)
Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitive-parity, and objective-and-task are the four methods of setting the ________.
1. total budget for advertising
2. product mix
3. marketing mix
4. public relations budget
![Page 31: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/31.jpg)
Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is _____.
1. advertising
2. personal selling
3. sales promotion
4. direct mail
![Page 32: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/32.jpg)
Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is _____.
1. advertising
2. personal selling
3. sales promotion
4. direct mail
![Page 33: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/33.jpg)
Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.
1. advertising
2. personal selling
3. sales promotion
4. public relations
![Page 34: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/34.jpg)
Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically dispersed population frequently and at a low cost per exposure, then the company should use _____.
1. advertising
2. personal selling
3. sales promotion
4. public relations
![Page 35: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/35.jpg)
Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.
1. public relations
2. direct marketing
3. sales promotion
4. advertising
![Page 36: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/36.jpg)
Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals, and contests) are part of a marketer’s ______ attempt.
1. public relations
2. direct marketing
3. sales promotion
4. advertising
![Page 37: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/37.jpg)
Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will demand the product from channel members.
1. push
2. slide
3. pull
4. grab
![Page 38: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/38.jpg)
Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will demand the product from channel members.
1. push
2. slide
3. pull
4. grab
![Page 39: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/39.jpg)
Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.
1. advertising and public relations
2. personal selling and direct marketing
3. sales promotion and advertising
4. public relations and direct marketing
![Page 40: Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called](https://reader035.vdocument.in/reader035/viewer/2022081416/56649d385503460f94a1168c/html5/thumbnails/40.jpg)
Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC should be promoted using _____ to help build awareness among the target audience.
1. advertising and public relations
2. personal selling and direct marketing
3. sales promotion and advertising
4. public relations and direct marketing