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Promo Mgmt Exam 1 Review Flashcards | StudBud

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What is cause-oriented marketing?

The objective of marketing communications is to _____

Promo Mgmt Exam 1 Review

14 terms·StudBud Administration·18 plays

Test your knowledge on key concepts and principles of marketing communications

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Questions 14

Answers

1
The objective of marketing communications is to _____
Cut costs
Increase product usage
Enhance brand equity
Increase brand awareness
2
What is cause-oriented marketing?
Supporting worthy causes
Increasing product prices
Reducing advertising costs
Targeting specific demographics
3
What is trialability tied to?
Brand loyalty
Sensation transfer
Perceived risk
Memory cues
4
The choice of a brand name influences sales.
True
False
5
What influences marketing communications tools?
Cost-efficiency
Communications effectiveness
Company’s needs
Target audience
6
What is necessary for strong brand associations?
Sustained marketing communications
Co-branding
Ingredient branding
Heavy mass media
7
Brand awareness is top-of-mind awareness.
False
True
8
What influences the trier class?
Brand loyalty
Market research
Advertising budget
Free samples
9
What is the role of public relations?
Facilitating brand awareness
Increasing sales directly
Enhancing product features
Reducing marketing costs
10
Publicity and advertising are alike in that both _____.
Are personal communication
Stimulate long-term behavior
Are paid by company
Are nonpersonal communication
11
Brand names can influence perceptions.
False
True
12
The outcomes enhance brand equity.
True
False
13
Which is a communication outcome?
Increase sales to stores
Increase brand awareness
Increase total sales
Increase sales in Japan
14
Geodemographic clustering is only for the U.S.
False
True