Noise can also result from distractions within an advertising message itself.
Free
True False
Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.
Free
True False
Guerilla marketing is an expensive marketing technique.
Free
True False
A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.
True False
Market leaders are more likely to engage in comparative advertising than new entrants.
True False
Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.
True False
When an organization employs an integrated approach to marketing, it risks sending conflicting information that confuses consumers.
True False
Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually are high in most firms.
True False
Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.
True False
The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.
True False
An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.
True False
Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.
True False
Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store or website visits is referred to as direct marketing.
True False
The process of communicating promotional messages begins with encoding.
True False
An IMC strategy separates the promotional mix into parts and views them as isolated components.
True False
Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the objectives of the promotional program.
True False
An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.
True False
Publicity is the marketing-oriented aspect of public relations.
True False
The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.
True False
An IMC strategy helps marketers create a unified personality for the product or brand by aligning all of their various promotional mix tools to send a consistent and unified message.
True False