CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
The use of short-term incentives to encourage the purchase or sale of a product or service is called
B) Sales promotion
Which of the following is NOT an example of a specialized and highly-targeted media that an
advertiser might use to reach smaller customer segments?
D) network television
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
C) marketing mix
Which of the following is not part of the Marketing-Mix?
b) Environment
A product in the growth stage will often require ________ advertising
a) Persuasive
What is integrated marketing communications (IMC)?
b) The integration of advertising, personal selling, sales promotion, and public relations, direct marketing
tools to achieve marketing
objectives
What is the name of the promotional tool aimed at building good relations
with a company and its publics?
a) Public relations
What two major communication channels do marketers use to
convey their product to consumers?
a) Personal and non-personal channels
This form of marketing communications tool was once formally referred to as a 'non-personal form of
communication, where a clearly identifiable sponsor pays for a message to be transmitted through
media. This is referred to as:
a) Advertising
Brand position is....
a) the location of a product or brand occupies in consumers' minds relative to competitors
Which of the following is not the way to leverage brand equity?
c) Product development
A+
The use of short-term incentives to encourage the purchase or sale of a product or service is called
B) Sales promotion
Which of the following is NOT an example of a specialized and highly-targeted media that an
advertiser might use to reach smaller customer segments?
D) network television
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
C) marketing mix
Which of the following is not part of the Marketing-Mix?
b) Environment
A product in the growth stage will often require ________ advertising
a) Persuasive
What is integrated marketing communications (IMC)?
b) The integration of advertising, personal selling, sales promotion, and public relations, direct marketing
tools to achieve marketing
objectives
What is the name of the promotional tool aimed at building good relations
with a company and its publics?
a) Public relations
What two major communication channels do marketers use to
convey their product to consumers?
a) Personal and non-personal channels
This form of marketing communications tool was once formally referred to as a 'non-personal form of
communication, where a clearly identifiable sponsor pays for a message to be transmitted through
media. This is referred to as:
a) Advertising
Brand position is....
a) the location of a product or brand occupies in consumers' minds relative to competitors
Which of the following is not the way to leverage brand equity?
c) Product development
