Advertising Chapter 2

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Author:
samboody
ID:
235707
Filename:
Advertising Chapter 2
Updated:
2013-09-18 21:14:52
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Advertising
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Description:
Chapter 2
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  1. Which of the following is an example of marketing exchange?
    All of the above.
  2. ________ is the customer's perception of all the benefits of a product or service.
    Value
  3. The _________ is the controllable elements of product, promotion, price, and place, which are used to facilitate exchange in a marketplace.
    Marketing Mix
  4. As marketers become more sophisticated in their understanding of integrated marketing communications, they are recognizing that
    All of the above are true
  5. The brand identity of quaker oats would include
    all of the above
  6. If a company wanted to reach a large consumer audience and create a symbolic image or appeal for a new brand, which promotional mix element would probably be used?
    Advertising
  7. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests or sweepstakes are known as:
    Consumer-oriented sales promotion
  8. Which of the following is not a technique to generate publicity
    Packaging

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