Which method for determining advertising expenditures focuses on the communications effects of ...

Which method for determining advertising expenditures focuses on the communications effects of advertising, not on the sales effects?
 A) affordable
  B) percent-of-sales
  C) match competitors
  D) objective-task
  E) arbitrary

Question 2

All of the following are broad categories of communication tools that make up the communications mix except:
 A) personal selling.
  B) sales promotion.
  C) personal letters.
  D) advertising.
  E) publicity and sponsorships.

Question 3

To successfully utilize SWOT analysis as a catalyst for strategic planning, the marketing manager must focus on several important issues. Which of the following IS NOT one of these issues?
 A) The manager must look beyond the firm's current product offerings.
  B) The manager must find ways to connect the firm's strengths to its opportunities.
  C) The manager must strive to convert weaknesses into strengths.
  D) The manager must attempt to minimize the firm's limitations.
  E) The manager must find ways to transform key threats into strengths.

Question 4

The rate at which a person speaks often has no effect on how others will perceive him or her.
 
 Indicate whether the statement is true or false

Question 5

The most successful advertisements directed at business customers tend to focus on:
 A) the physical product.
  B) product attributes.
  C) product benefits.
  D) indirect appeals to action.
  E) the price of the advertised product.

Question 6

The role of the firm's communications strategy is to:
 A) remind customers about the firm's goods and services for the purpose of achieving organizational objectives.
  B) persuade employees for the purpose of achieving organizational objectives.
  C) inform stockholders regarding the firm's organizational objectives.
  D) do all of these.
  E) do none of these.

Question 7

__________ typically occur within the competitive, customer, economic, political/legal, technological, and/or sociocultural environments of the firm.
 A) Strengths and weaknesses
  B) Strengths and opportunities
  C) Opportunities and threats
  D) Weaknesses and threats
  E) Opportunities and weaknesses