文档介绍：Chapter 15 Advertising and Public Relations
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 ________1>.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
Answer: C
Diff: 2 Page Ref: 430
Skill: Concept
Objective: 15-1
2) pany's total munications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that pany uses municate customer value and build customer relationships. This is also called ________.
A) munications method
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing
Answer: C
Diff: 1 Page Ref: 428
Skill: Concept
Objective: 15-1
3) According to the opening scenario, GEICO has e the fourth-largest pany 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: 3 Page Ref: 428
Skill: Concept
Objective: 15-1
4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________.
A) setting advertising objectives
B) setting the advertising budget
C) developing advertising strategy
D) selecting a target market
E) evaluating advertising campaigns
Answer: D
Diff: 2 Page Ref: 430-431
Skill: Concept
Objective: 15-2
5) Advertising ________ define the task that advertising must plish with a specific target audience during a specific period of time.
A) objectives
B) budgets
C) strategies
D) campaigns
E) evaluations
Answer: A
Diff: 1 Page Ref: 431
Skill: Concept
Objective: 15-2
6) An