单选题
A. Sales promotion accounts for greater expenditures than does advertising. Consumer-oriented sales promotions like coupons, games, rebates, samples, premiums, contests, sweepstakes, and promotional products offer an extra incentive to buy a product. Point-of-purchase advertising displays and trade shows are sales promotions directed to the trade markets, Personal selling involves face-to-face interactions between seller and buyer. B. Advertising, the most visible form of non personal promotion, is designed to inform, persuade, or remind. Product advertising promotes a good or service, while institutional advertising promotes a concept, idea, organization, or philosophy. Television, newspapers, and direct mail re present the largest advertising media categories. C. Marketers begin by focusing on their company's target market, product value, time frame, and budget. By analyzing these factors, they develop a promotional mix and allocate re sources and expenditures among personal selling, advertising, sales promotion, and public relations. D. A company's promotional mix integrates two components: personal selling and non personal selling, which includes advertising, sales promotion, and public relations, By selecting the appropriate combination of promotional mix elements, marketers attempt to achieve the firm's five major promotional objectives: provide information, differentiate a product, increase demand, stabilize sales, and accentuate the product's value. E. Many consumers believe that advertising exerts too much influence on buyers and that it deceives customers by exaggerating product claims and consciously blurring the line between promotion and entertainment. Many consumers also question the appropriateness of marketing to children and through schools.
单选题
We should learn the concept of a promotional mix first.
【正确答案】
D
【答案解析】
单选题
Offering information is one of five major promotional objectives.
【正确答案】
D
【答案解析】
单选题
Summarizing the different types of advertising and advertising media.
【正确答案】
B
【答案解析】
单选题
By analyzing the target market , marketers are likely to design their proper marketing mix.
【正确答案】
C
【答案解析】
单选题
The ethical issues involved in promotion may arouse public concerns.
【正确答案】
E
【答案解析】
单选题
Identifying the factors that influence the selection of a promotional mix.
【正确答案】
C
【答案解析】
单选题
Direct mail accounts for a considerable proportion in advertisements
【正确答案】
B
【答案解析】
单选题
Describing the role of sales promotion, personal selling, and public relations in promotional strategy.