The Marketing Mix (Part II): Question Preview (ID: 11584)

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In choosing an advertising medium, cost is the most important factor.
a) True b) c) d) False
A paid form of communication sent out by a business about a product or service is
a) publicity b) sales promotion c) advertising d) a press release
A disadvantage of radio advertising is that
a) it is only an audio message b) radio stations tend to attract a particular kind of listener c) it is very expensive d) it reaches too broad an audience to be effective
The main advantage of direct-mail is that
a) the same advertisement can be used in a telephone directory b) most people read items sent through the mail c) mailing lists for target markets are available for purchase d) none of these
Publicity is free promotion that
a) is generated by media coverage b) may involve staging an event or bringing in a celebrity c) may be favorable or unfavorable d) all of these
Contests, coupons, free samples, and rebates are examples of
a) telemarketing b) sales promotion c) publicity d) advertising
Although television advertising is very effective, it is expensive and generally reaches too broad an audience for most businesses.
a) True b) c) d) False
Newspaper advertising is good for small businesses becasue it targets a limited geographic area.
a) True b) c) d) False
A press release is a written statement issued by the media to inform the public of an event or product.
a) True b) c) d) False
Businesses can offer sales promotions as incentives to customers in order to increase sales.
a) True b) c) d) False
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