C201 TEST QUESTIONS AND VERIFIED ANSWERS
Integrated marketing communications - ANSWER The coordination of all promotional
activities—media advertising, direct mail, personal selling, sales promotion, and public
relations—to produce a unified, customer-focused message.
Advertising - ANSWER consists of messages designed to sell a particular good or service.
Sales Promotion - ANSWER consists of forms of promotion such as coupons, product
samples, and rebates that support advertising and personal selling.
Trade Promotion - ANSWER is sales promotion geared to marketing intermediaries rather
than to consumers.
Point-of-purchase (POP) advertising - ANSWER consists of displays or demonstrations that
promote products when and where consumers buy them, such as in retail stores.
Personal Selling - ANSWER a person-to-person promotional presentation to a potential
buyer—the key to marketing effectiveness.
pushing strategy - ANSWER relies on personal selling to market an item to wholesalers and
retailers in a company's distribution channels.
Pulling Strategy - ANSWER attempts to promote a product by generating consumer demand
for it, primarily through advertising and sales promotion appeals.
Profitability Objectives - ANSWER common objectives included in the strategic plans of
most firms.
Integrated marketing communications - ANSWER The coordination of all promotional
activities—media advertising, direct mail, personal selling, sales promotion, and public
relations—to produce a unified, customer-focused message.
Advertising - ANSWER consists of messages designed to sell a particular good or service.
Sales Promotion - ANSWER consists of forms of promotion such as coupons, product
samples, and rebates that support advertising and personal selling.
Trade Promotion - ANSWER is sales promotion geared to marketing intermediaries rather
than to consumers.
Point-of-purchase (POP) advertising - ANSWER consists of displays or demonstrations that
promote products when and where consumers buy them, such as in retail stores.
Personal Selling - ANSWER a person-to-person promotional presentation to a potential
buyer—the key to marketing effectiveness.
pushing strategy - ANSWER relies on personal selling to market an item to wholesalers and
retailers in a company's distribution channels.
Pulling Strategy - ANSWER attempts to promote a product by generating consumer demand
for it, primarily through advertising and sales promotion appeals.
Profitability Objectives - ANSWER common objectives included in the strategic plans of
most firms.
