Unit 5 Exam Flashcards
(15 cards)
Advertising and marketing are interchangeable terms.
False
In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.
False
Marketers have more control over the message through outbound marketing than through inbound marketing.
True
In the communication model, noise is anything that interferes with effective communication.
True
In comparison to sales promotion activities, it is easier to determine the effectiveness of traditional advertising.
False
Coca-Cola’s Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.
True
In the communication model, the message is the actual communication that bounces back from the receiver to the sender.
False
The final stage of the creative selling process is the close.
False
Special events are public relations activities for which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution.
False
It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.
True
Direct-response advertising involves a marketer individually contacting a consumer about a product.
False
Through augmented reality, a view of the physical world is enhanced by computer-generated sounds, videos, graphics, or GPS data.
True
Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.
False
Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.
True
On a cost-per-contact basis, personal selling is much more expensive than national advertising.
True
