Marketing MCQ Marketing Which of the following may require heavy advertising in order to be set apart from similar products?
A) undifferentiated brands Answer: A Which of the following may require heavy advertising in order to be set apart from similar products?
Which of the following may require heavy advertising in order to be set apart from similar products?
B) specialty brands
C) international brands
D) mature brands
E) high-share brands
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Which of the following are the three characteristics an advertising appeal should have?
A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting
Chapter 15 Advertising and Public Relations
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
Answer: C
Diff: 2Page Ref: 430
Skill: Concept
Objective: 15-1
2) A company's total marketing communications package consists of a special blend of
advertising, sales promotion, public relations, personal selling, and direct-marketing tools that
the company uses to communicate customer value and build customer relationships. This is also
called ________.
A) the communications method
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing
Answer: C
Diff: 1Page Ref: 428
Skill: Concept
Objective: 15-1
3) According to the opening scenario, GEICO has become the fourth-largest insurance company
by ________.
A) integrating humor and creativity into its minicampaigns
B) targeting a niche market of people with exceptional driving records
C) offering cost savings directly to customers without sales personnel
D) marketing its product through creative print ads in major magazines
E) creating a website that is appealing to both young and old drivers
Answer: A
Diff: 3Page Ref: 428
Skill: Concept
Objective: 15-1
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