Principles of Marketing 15th Global Edition - TB chapter 15

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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter15AdvertisingandPublicRelations1)Anypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsoriscalled________.A)salespromotionB)directmarketingC)advertisingD)personalsellingE)publicrelationsAnswer:CP

2、ageRef:436AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-1Difficulty:Easy2)Advertisingisusedmostlyby________.A)governmentsB)businessfirmsC)socialagenciesD)independentprofessionalsE)not-for-profitorganizationsAnswer:BPageRef:436AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-

3、1Difficulty:Easy3)Thedecisionsaboutreach,frequency,andimpactofanadvertisementfallintothecategoryof________decisions.A)salesobjectivesB)budgetC)messageD)mediaE)advertisingevaluationsAnswer:DPageRef:437AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-1Difficulty:Easy46Copyright©2014Pe

4、arsonEducation,Inc.4)Competitiveparityandtaskmethodsareconsideredwhenmakingdecisionsabout________.A)salesobjectivesB)budgetC)messagestructureD)mediaselectionE)metricsAnswer:BPageRef:437AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-1Difficulty:Easy5)Anadvertisingobjectiveisclassif

5、iedbyitsprimarypurpose,whichistoinform,persuade,or________.A)reciprocateB)competeC)remindD)explainE)suggestAnswer:CPageRef:437AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-2Difficulty:Easy6)Whichofthefollowingismostlikelyanobjectiveofinformativeadvertising?A)buildbrandpreferenceB

6、)changecustomerperceptionsofbrandvalueC)encouragecustomerstoswitchbrandsD)suggestnewusesforaproductE)keepthebrandincustomermindsduringoff-seasonsAnswer:DPageRef:437AACSB:CommunicationAbilitiesSkill:ConceptObjective:15-2Difficulty:Moderate46Copyright©2014PearsonEducation,Inc.7)WhenProcter

7、&Gamble(P&G)developedtheMr.CleanMagicEraser,thecompanyneededtoexplainhowtheproductcleansgrimefromwallswithoutremovingpaint.WhattypeofcampaignwasmostlikelyusedbyP&GfortheMr.CleanMagicEraser?A)informativeadvertisingB)persuasiveadvertisingC)reminderadvertisingD)developmental