Список вопросов базы знаний

Choose the right preposition: Each of the elements can play a particular role ___ achieving the promotion objectives

Choose the right preposition: Each year, awards of Dulux paint are made ___ voluntary groups who are planning painting projects for the benefit of the community

Choose the right preposition: Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment, such as buildings and machines, supplies such as energy and pens and paper, and services ranging ___cleaning to management consulting, all of which have to be marketed

Choose the right preposition: For example, advertising may be the best way to create awareness of a new product, while sales promotions such as free samples may be effective in encouraging trial ___the product

Choose the right preposition: For example, our campaign Exciting Entertaining After Eight, helped reposition the brand as the definitive after-dinner mint. Based ___ a booklet – ‘The Complete Guide to Successful Entertaining’ – our multi-media campaign (including sponsored television) reinforced the brand’s characteristics of quality, sophistication and aspiration, whilst making them easily attainable by the consumer

Choose the right preposition: Government agencies, communities ___ which plants are located, consumerists, environmentalists, stockholders, and college professors are some of the groups reached by an organization’s public relations efforts

Choose the right preposition: In such situations, it only fulfils the function of heart massage and may render a disservice ___ temporarily obscuring the patient’s serious condition

Choose the right preposition: Incentives are immediate, when they can be obtained concurrently ___purchase, and straight price-cuts are the simplest example

Choose the right preposition: Industries and organisations vary greatly with respect to the relative importance they place ___ the different elements in the promotion mix. For instance, in the cosmetics world Avon Products Inc. emphasises personal selling, while Revlon Inc. emphasises advertising

Choose the right preposition: It has a temporary and short-term duration only, but can affect brand image ___ the longer-term

Choose the right preposition: It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact ___ a potential customer

Choose the right preposition: It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous producer or industrial or business market, consisting ___ all the individuals and organizations that acquire goods and services that are used in the production of other goods, or in the supply of services to others

Choose the right preposition: It therefore follows that promotion will be most productive on new products or existing ones ___ a superior customer proposition

Choose the right preposition: Modern organizations are also concerned about the effects of their actions ___ people outside their target markets

Choose the right preposition: Most management and marketing writers now distinguish ___ selling and marketing

Choose the right preposition: No promotion is an island unto itself Sales promotion is often mistakenly viewed in isolation ___ the other elements in the marketing plan and is sometimes utilized as a desperate measure to prop up sagging products

Choose the right preposition: Promotion is one of the four key components of any marketing strategy, the other three being product, place and price. Promotion itself is also considered to be comprised ___ four elements: advertising, personal selling, sales promotion and public relations

Choose the right preposition: Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers ___ an organisation and its products

Choose the right preposition: Sales promotion means immediate or delayed incentives to purchase, expressed in cash or ___ kind

Choose the right preposition: The limited yet important role of sales promotion is not widely recognized. The objective of a promotion is to achieve a specific number of new or additional purchases ___ its currency

Choose the right preposition: The manufacturer arranges with retailers a special in-store demonstration ___ its products and supplies the representatives, who conduct the demonstrations

Choose the right preposition: The relative importance of the promotion mix elements can vary over time and certain forms of advertising or sales promotion may come in and ___ of vogue

Choose the right preposition: There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed ___ it

Choose the right preposition: These are just a few ___ Welbeck’s brand-building successes and just a few reasons why over the last nine years we have had the highest client retention rate of all the major UK public relations consultancies

Choose the right preposition: These people may have little contact with the organization, but feel it affects their welfare ___ some way

Choose the right preposition: Unless the organization understands their concerns and communicates its goals and interests, they may misinterpret, distort, or be openly hostile ___ the organization’s actions

Choose the right preposition: Unlike the other promotion mix elements, public relations is concerned primarily ___ people outside the target market, although it may include them

Choose the right preposition: Usage or experience ___ a brand also strongly influences attitudes

Choose the right preposition: We call this important contribution ___ the marketing mix Brand Consumer Relations

Choose the right preposition: We can classify the promotion mix elements as personal promotion, nonpersonal promotion, or a mixture ___ personal and nonpersonal promotion

Choose the right preposition: Whether or not the brand continues to grow and prosper after the promotion is over says little ___ the quality of the promotion – it is mainly a function of the brand’s performance, pricing and advertising

Choose the right preposition: ___ deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption

Choose the right preposition: ___ general, the purpose of advertising is to create awareness and improve attitudes towards a brand, while the objective of promotions is to translate favourable attitudes into actual purchase

Choose the right preposition: ___ the other hand, publicity is nonpersonal public relations.

Choose three possible answers: As we also saw in the previous chapter, publicity is ___ carried in the mass media about an organization – its products, policies, personnel, or actions – at no charge to the organization for media time and space

Choose three possible answers: As we saw in the previous chapter, public relations (PR) is communication designed to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s ___ and purposes

Choose three possible answers: Because ___ skills developed before reading and writing did, it is only natural that the earliest advertising medium was the spoken word

Choose three possible answers: Direct Contact Public Relations Direct ___ with a public includes letters, plant tours, visits by public relations personnel, and company-sponsored events

Choose three possible answers: Employers, who recruit on college campuses may write personal ___ to professors explaining their management philosophy and required qualifications for student interviewees

Choose three possible answers: Even if the materials are judged newsworthy, the marketer has no control over how media ___ edit the content, schedule its appearance in the media, and so on

Choose three possible answers: In other words, publicity is not free ___

Choose three possible answers: In this History of Advertising, published in 1875, Henry Sampson ___ of the beginnings of advertising

Choose three possible answers: It is relatively ___ and provides coverage that would cost many advertising dollars

Choose three possible answers: It may reach people, who ordinarily do not pay attention to advertising, sales promotion, and salespeople. Second, it has ___ credibility than advertising

Choose three possible answers: Just when advertising began depends on how one wishes to define the ___

Choose three possible answers: Media ___ routinely disregard materials that they do not consider newsworthy – subject matter that is untimely, uninteresting, and inaccurate

Choose three possible answers: Of course, the marketer must ___ the costs of preparing such items as news releases and inducing media editors to print or broadcast them

Choose three possible answers: On the other hand, marketers have to recognize publicity’s limitations. The marketer has very little control over what media editors do with the publicity materials that marketers ___

Choose three possible answers: Plant ___ often are scheduled by breweries and soft drink bottlers

Choose three possible answers: Publicity offers several advantages as a promotion ___