Scribd Logo
Upload

Welcome to Scribd!

  • 41 views

    Digital Marketi

    Uploaded by

    K Mahesh
    Digital marketing is well-suited for highly targeted marketing efforts and building one-to-one customer relationships using tools like direct marketing that communicate directly via telephone, mail, fax, email and the internet. Market fragmentation has resulted in media fragmentation, requiring an integrated promotional strategy that combines different promotional tools. The first step in developing an advertising program should be to set advertising objectives.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd

    Digital Marketi

    Uploaded by

    K Mahesh
    41 views7 pages
    Digital marketing is well-suited for highly targeted marketing efforts and building one-to-one customer relationships using tools like direct marketing that communicate directly via telephone, mail, fax, email and the internet. Market fragmentation has resulted in media fragmentation, requiring an integrated promotional strategy that combines different promotional tools. The first step in developing an advertising program should be to set advertising objectives.

    Original Title

    Digital marketi

    Copyright

    © © All Rights Reserved

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Digital marketing is well-suited for highly targeted marketing efforts and building one-to-one customer relationships using tools like direct marketing that communicate directly via telephone, mail, fax, email and the internet. Market fragmentation has resulted in media fragmentation, requiring an integrated promotional strategy that combines different promotional tools. The first step in developing an advertising program should be to set advertising objectives.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    41 views7 pages

    Digital Marketi

    Uploaded by

    K Mahesh
    Digital marketing is well-suited for highly targeted marketing efforts and building one-to-one customer relationships using tools like direct marketing that communicate directly via telephone, mail, fax, email and the internet. Market fragmentation has resulted in media fragmentation, requiring an integrated promotional strategy that combines different promotional tools. The first step in developing an advertising program should be to set advertising objectives.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 7

    Digital marketing

    1. ______________ is well suited to highly targeted marketing efforts and to building one-to-one
    customer relationships.

    Advertising

    Public relations

    Sales promotion

    Direct marketing

    Correct answer: (D)

    2. Merchandise allowance is a ______________ technique

    Consumer promotion

    Trade promotion

    Sales force promotion

    Media promotion

    Correct answer: (B)

    3. If a company wants to build a good "corporate image," it will probably use which of the following
    marketing communications mix tools?

    advertising

    public relations

    direct marketing

    sales promotion

    Correct answer: (B)

    4. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet
    to communicate directly with specific consumers?

    advertising

    public relations

    direct marketing
    sales promotion

    Correct answer: (C)

    5. ______________ fragmentation has resulted in media fragmentation.

    Market

    Purchasing

    Product

    Public relations

    Correct answer: (A)

    6. The inner urge that prompts a person to buy a product is known as

    Buying motive

    Inspiration

    Influence

    Desire

    Correct answer: (A)

    7. Which of the following strategies is usually followed by b2b companies with respect to promotion
    strategy?

    Push strategy

    Pull strategy

    Blocking strategy

    Integrated strategy

    Correct answer: (A)

    8. ______________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per
    exposure as advantages.

    Newspapers

    Television

    Direct mail
    Radio

    Correct answer: (B)

    9. Which of the following strategies is usually followed by B2C companies with respect to promotion
    strategy?

    Push strategy

    Pull strategy

    Blocking strategy

    Integrated strategy

    Correct answer: (B)

    10. The first step in developing an advertising program should be to:

    Set advertising objectives.

    Set the advertising budget.

    Evaluate advertising campaigns.

    Develop advertising strategy.

    Correct answer: (A)

    11. ______________ appeal relates to psychological need of a person

    Emotional

    Personal

    Social

    Relational

    Correct answer: (A)

    12. Communication activities which provide incentives to customer is known as

    Sales promotion

    Advertising

    Personal selling

    Publicity
    Correct answer: (A)

    13. The message designed to motivate customers to purchase is known as

    Advertisement

    Appeal

    Motivation ad

    Publicity

    Correct answer: (B)

    14. The first thing a reader notices in a printed advertising is the:

    Headline.

    Illustration.

    Copy.

    Format.

    Correct answer: (B)

    15. The advantages of audience selectivity, no ad competition, and personalization apply to which type
    of media?

    Newspapers

    Television

    Direct mail

    Radio

    Correct answer: (C)

    16. Which of the following consumer-promotion tools is the most effective, but most expensive, way to
    introduce a new product?

    Coupons

    Price packs
    Contests

    Samples

    Correct answer: (D)

    17. The inner urge that prompts a person to buy a product is known as ______________

    Buying motive

    Inspiration

    Influence

    Desire

    Correct answer: (A)

    18. Evaluation of an ad before it is transmitted to the audience is known as ______________

    Pre testing

    Post testing

    Concurrent testing

    Advertising research

    Correct answer: (A)

    19. Promotions that are aimed at intermediary in the distribution channel are known as

    Trade promotions

    Sales promotion

    Consumer promotion

    Sale force promotion

    Correct answer: (A)

    20. Advertisement that uses the fame of popular person is known as


    Celebrity Ad

    Customer Ad

    Publicity

    None of these

    Correct answer: (A)

    21. Which of the following promotional forms is often described as being too impersonal and only a one-
    way communication form?

    advertising

    personal selling

    public relations

    sales promotion

    Correct answer: (A)

    22. The first step in developing an advertising program should be to:

    Set advertising objectives.

    Set the advertising budget.

    Evaluate advertising campaigns.

    Develop advertising strategy.

    Correct answer: (A)

    23. ______________ has the advantage of being high in selectivity, low cost, immediacy, and interactive
    capabilities.

    Direct mail

    Outdoor
    Online

    Radio

    Correct answer: (C)

    24. Which of the following WOULD NOT be one of the primary advertising objectives as classified by
    primary purpose?

    To inform

    To persuade

    To remind

    To make profits

    Correct answer: (D)

    25. The measure of how many times the average person in the target market is exposed to the message
    is called:

    Reach.

    Frequency.

    Impact.

    Performance.

    Correct answer: (B)

    You might also like