Which of the following statements describes a key difference between advertising and publicity ✅ Vip
Kinh Nghiệm Hướng dẫn Which of the following statements describes a key difference between advertising and publicity Chi Tiết
Dương Khoa Vũ đang tìm kiếm từ khóa Which of the following statements describes a key difference between advertising and publicity được Cập Nhật vào lúc : 2022-10-13 16:50:33 . Với phương châm chia sẻ Bí kíp Hướng dẫn trong nội dung bài viết một cách Chi Tiết 2022. Nếu sau khi đọc tài liệu vẫn ko hiểu thì hoàn toàn có thể lại Comments ở cuối bài để Mình lý giải và hướng dẫn lại nha.
1
Pilot is using an integrated marketing communications program (IMC) to promote its Pilot Pen V Grip because __________.
A)
its strategy includes using all types of promotional activities that deliver a consistent message
B)
it does not want to reach any thành viên of its target audience more than once
C)
IMC is less expensive than other forms of promotion such as public service announcements
D)
if it didn't, Pilot would have to use indirect personal selling
E)
it is more concerned about frequency than reach
2
The __________ can be used to remind prospective buyers about the benefits they enjoyed by using the product.
A)
promotion channel
B)
communication chain
C)
marketing matrix
D)
promotional mix
E)
truyền thông mix
3
In the communication process, the 18-to-34 year-old women who see the commercial advertising P&G’s Olay whitening facial cream are called __________.
A)
clients
B)
the target market
C)
receivers
D)
transmitters
E)
encoders
4
Which of the following occurrences might be construed as noise?
A)
The secretary interrupts the sales presentation just as the salesperson was ready to ask the buyer about her color preference
B)
The radio commercial gives the wrong address for the advertiser's store
C)
The salesperson tells the buyer that the software he is selling contains smart tags and the customer does not understand
D)
Mack does not see the ad for the new Route 66 club because he is more interested in the news article on the opposite page
E)
All of the above could be construed as noise
5
Advertising is __________.
A)
nonpersonal, indirectly paid presentation of an organization, service or product
B)
a short-term inducement of value offered to arouse interest in buying a good or service
C)
methods used to get a nonpersonal, indirectly paid presentation of a company or its products
D)
any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor
E)
any paid form of interpersonal presentation of goods and services
6
Which of the following statements describes a key difference between advertising and publicity?
A)
Publicity is more expensive on a cost-per-contact basis than advertising
B)
Publicity is usually directly paid and advertising is usually indirectly paid
C)
Advertising is usually directly paid and publicity is usually indirectly paid
D)
Advertising provides an immediate feedback loop and publicity does not
E)
Publicity always has a much greater reach than advertising
7
The McDonald's Monopoly trò chơi is an example of which type of promotion?
A)
Advertising
B)
Sales promotion
C)
Publicity
D)
Personal selling
E)
Direct marketing
8
Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.
A)
direct marketing
B)
advertising
C)
a sales promotion
D)
publicity
E)
a public service announcement
9
Marketers can communicate best with Generation Y consumers by __________.
A)
using TV ads since this generation watches TV more than any other
B)
placing ads on Power 98
C)
using the 32-hour approach
D)
integrating new truyền thông into their campaigns
E)
doing none of the above
10
Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to __________.
A)
create product category awareness
B)
differentiate one type of dessert from another
C)
create selective distribution channels
D)
reposition cake mixes
E)
remind buyers of a product's existence
11
The Olympus Eye Trek is a device which provides "a high-quality personal TV experience". It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in __________.
A)
user friendliness
B)
risk
C)
complexity
D)
synergy
E)
accessibility
12
A push strategy is when __________.
A)
a manufacturer advertises a great giảm giá to its wholesalers, retailers and ultimate consumers with the use of nationwide promotional and advertising campaigns
B)
a manufacturer forces a retailer to promote its product by placing national ads in local newspapers
C)
a manufacturer directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask their retailer for the product
D)
a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product
E)
the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products
13
All of the following steps are part of the process used to develop an organization's promotion program EXCEPT __________.
A)
identify the target audience
B)
specify the advertising objectives
C)
set the budget
D)
pretest the advertising
E)
schedule the advertising program
14
In the hierarchy of effects, awareness is defined as __________.
A)
the consumer's ability to recognize and remember the product or brand name
B)
the consumer's appraisal of the product or brand on important attributes
C)
an increase in the consumer's desire to learn about some of the features of the product or brand
D)
a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand
E)
the consumer's first actual purchase and use of the product or brand
15
A major fallacy of __________ budgeting is that by tying budget to sales, a company may have the least amount to spend when it actually needs the greatest amount of promotion dollars.
A)
percentage of sales
B)
competitive parity
C)
all-you-can-afford
D)
objective and task
E)
relative scale
16
Which of the following factors can influence the promotion schedule?
A)
Seasonality
B)
Competitive promotion activity
C)
The "off" season for sports teams
D)
The entry of new competitors into the market
E)
All of the above can influence the promotion schedule
17
What is the main concern that unsolicited emails are causing?
A)
Privacy issues
B)
Disturbance to customers
C)
Spread of viruses
D)
Time wastage
E)
None of the above
18
A paid advertisement for Marine France Bodyline Perfect invited readers of Cleo magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website or use a toll-không lấy phí number to request more information about slimming treatments. The primary purpose of this ad was as a(n) __________.
A)
direct order fulfillment
B)
lead generator
C)
public service announcement
D)
indirect order generator
E)
first mover generator
19
Which of the following is a benefit of direct marketing for consumers?
A)
They don't have to go to a store
B)
Buying direct saves time
C)
They avoid hassles with salespeople
D)
There is more privacy than in-store shopping
E)
All of the above are benefits of direct marketing for consumers
20
To deliver a consistent message about its brand the Banyan Tree Holdings Limited has undertaken a(n) __________ chiến dịch.
A)
information
B)
advertising
C)
integrated marketing communications
D)
pricing and promotion
E)
diversified
Which statement best describes the difference between advertising and publicity?
Comparison Chart.What is the main difference between publicity and advertising quizlet?
Terms in this set (30) According to the text, what is the major difference between publicity and advertising? Publicity targets multiple publics while advertising targets mostly consumers. Advertising supports marketing while publicity supports public relations. Tải thêm tài liệu liên quan đến nội dung bài viết Which of the following statements describes a key difference between advertising and publicity