NỘI DUNG THẢO LUẬN CHỦ ĐỀ 8:

THẢO LUẬN
1. Thảo luận một công ty đo lường hiệu quả Quảng cáo thể nào?
2. Thảo luận vì sao nhà marketing lại thực hiện việc đưa thương hiệu xuất hiện trong Phim,
chương trình truyền hình và những hình thức giải trí?

CÂU HỎI TRẮC NGHIỆM:

1. The communication tools a company uses to pursue its advertising and marketing objectives is often
referred to as the company’s ________.
a. direct marketing
b. integrated marketing
c. promotion mix
d. competitive marketing
e. target marketing
2. Companies often make use of short-term incentives to encourage the purchase or sale of a product
or service called ________.
a. direct marketing
b. sales promotions
c. personal selling
d. public relations
e. publicity
3. When most people think of marketing, they think first of the common form of paid, nonpersonal,
presentation or promotion of ideas, goods, or services by an identified sponsor that is called
________.
a. sales promotion
b. advertising
c. direct marketing
d. personal selling
e. none of the above
4. Which of the five major promotion tools includes press releases and special events?
a. sales promotion
b. personal selling
c. direct marketing
d. public relations
e. publicity
5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and
more is called ________.
a. sales promotion
b. direct marketing
c. affordable method
d. public relations
e. advertising
6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising,
and demonstration.
a. Sales promotion
b. Direct marketing
c. Affordable method
d. Public relations
e. Advertising
7. The promotion mix is an integral part of a company’s marketing mix that includes all of the following
EXCEPT ________.
a. product
b. competitor
c. price
d. place
e. promotion
8. Mass-media advertising routinely invests millions or even billions of dollars in reaching tens of
________ of customers with a single ad.
a. billions
b. thousands
c. millions
d. hundreds
e. tens
9. Major factors are changing the face of today’s marketing communications. Why is this happening?
a. Mass markets have fragmented; marketers are shifting away from mass marketing.
b. Vast improvements in information technology are speeding the movement toward segmented
marketing.
c. Mass-media companies routinely invest millions of dollars in the mass media.
d. all of the above
e. none of the above
10. Moving away from ________, there has been a shift toward one-to-one marketing spawning a new
generation of more specialized and highly targeted communications efforts.
a. mass marketing
b. advertising
c. direct marketing
d. pull strategy
e. push strategy
11. As mass markets have _______, marketers are shifting away from ________.
a. grown; promotion
b. fragmented; mass marketing
c. declined; fragmentation
d. fragmented; promotion
e. none of the above
12. Companies are doing less ________ and more ________ as a result of an explosion of more focused
media that better match today’s targeting strategies.
a. market; media
b. media; sales
c. narrowcasting; broadcasting
d. broadcasting; narrowcasting
e. advertising; word-of-mouth
13. The shift from mass marketing to targeted marketing, and the corresponding use of a larger, richer
mix of communication channels and promotion tools ________.
a. is a great help to marketers
b. does not make a great deal of difference to marketers
c. can confuse the company’s images and brand positions
d. is decreasing in the marketplace
e. none of the above
14. When companies fail to ________ their various communications channels, consumers may become
confused.
a. advertise
b. integrate
c. hodgepodge
d. label
e. utilize
15. All too often companies today have failed to ________ their various communications channels.
a. promote
b. rechannel
c. integrate
d. open
e. verify
16. Advertisers are now adding a broad selection of more specialized and highly targeted media to reach
smaller consumer segments with more personalize messages. These media include all of the
following EXCEPT ________.
a. specialty magazines
b. cable television channels
c. word-of-mouth
d. video on demand
e. pod casts
17. All companies now are doing ________ and ________.
a. less narrowcasting; more broadcasting
b. less broadcasting; more narrowcasting
c. less broadcasting; more word-of-mouth
d. less buzz marketing; more narrowcasting
e. all of the above
18. Consumers today are bombarded by commercial messages from a broad range of sources. But,
consumers ________ the way marketers do.
a. don’t distinguish between message sources
b. are able to differentiate among messages sources
c. don’t care about buzz marketing
d. are not able to block out messages
e. block them all out
19. More companies are adopting the concept of ________. This carefully integrates and coordinates its
many communication channels to deliver a clear, consistent, and compelling message about the
organization and its products.
a. integrated marketing communications
b. integrated personal selling
c. integrated competitive method
d. nonpersonal communication channel
 e. the Internet
20. Today, marketers are moving toward viewing communications as managing the ________ over time.
a. advertising agent
b. buzz marketer
c. promotions agent
d. customer relationship
e. cycle counter
21. Integrated marketing communications produces better communications ________ and greater
________ impact.
a. consistency; sales
b. sales; consistency
c. marketing; sales
d. variety; production
e. quality; customer
22. Integrated marketing communications involves identifying the target audience and shaping a well-
coordinated ________ to elicit the desired audience response.
a. pull strategy
b. push strategy
c. promotional program
d. opinion leader
e. target market
23. The communication process should start with ________.
a. advertising
b. the competitive-parity method
c. public relations
d. an audit of all the potential contacts
e. publicity
24. Each of the following is one of the four major communication functions EXCEPT ________.
a. feedback
b. encoding
c. noise
d. response
e. all of the above
25. The actual HP printer/fax machine advertisement is called ________.
a. encoding
b. decoding
c. noise
d. message
e. medium
26. The communication channel through which HP moves its advertising messages from sender to
receiver is called ________.
a. satellite system
b. media
c. the Internet
d. fax
e. modem
27. The receiver assigns meaning to the symbols encoded by HP in its advertisements through a process
known as ________.
a. encoding
b. feedback
c. acknowledgement
d. decoding
e. none of the above
28. A consumer is reading a magazine with an HP advertisement, but is distracted from reading the
advertisement or its key points. This unplanned static or distortion during the communication
process is called ________.
a. noise
b. distraction
c. feedback
d. response
e. message response
29. The more the sender’s field of experience ________ with that of the receiver, the more ________
the message is likely to be.
a. varies; distinguishable
b. overlaps; effective
c. connects; ineffective
d. B or C
e. none of the above
30. The marketing communicator must ________ the consumer’s field of experience.
a. compete with
b. advertise
c. understand
d. direct
e. not be aware of
31. Marketing communicators must be good at ________ messages that take into account how the
target audience _________ them.
a. receiving; encodes
b. decoding; encodes
c. encoding; decodes
d. retrieving; perceives
e. none of the above.