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Chapter 08 - Integrated Marketing Communications
Chapter 08
Integrated Marketing Communications
Multiple Choice Questions
1. Which of the following strategic goals of marketing communication is most likely to

stimulate trial purchases of new products and brands by customers?
a. Create awareness
b. Engage in pull strategies
c. Promote cash cow products
d. Build channel relationships
Answer: a
Topic: Strategic Goals of Marketing Communication
Blooms: Understand
AACSB: Analytic
Level of Difficulty: Medium
Page: 118
Explanation: Marketing communications designed to create awareness are especially
important for new products and brands in order to stimulate trial purchases.
2. _____ is becoming an important goal of marketing communications because modern

technology makes information gathering more practical.
a. Building positive images
b. Retaining customers
c. Building channel relationships
d. Identifying prospects
Answer: d
Blooms: Remember
AACSB: Analytic
Level of Difficulty: Easy
Page: 118
Explanation: Identifying prospects is becoming an increasingly important goal of marketing
communications because modern technology makes information gathering much more
practical, even in large consumer markets.
3. All of the following are important goals of marketing communications EXCEPT:

a. building positive images.
b. identifying prospects.
c. building channel relationships.
d. designing and product development.
Answer: d
8-1

Blooms: Remember
AACSB: Analytic
Page: 118
Page: 119
Explanation: Strategic goals of marketing communication are to: create awareness about the
product, build positive images, identify prospects, build channel relationships, and retain
customers.
4. Producers help retailers who carry their brands by all of the following ways EXCEPT:
a. arranging with retailers to distribute coupons.
b. setting up special displays in retail stores.
c. featuring their brands in retailers’ ads.
d. holding promotional events in retail stores.
Answer: c
Blooms: Understand
AACSB: Analytic
Page: 119
Explanation: When producers use marketing communications to generate awareness, they are
also helping the retailers who carry the product. Producers may arrange with retailers to
distribute coupons, set up special displays, or hold promotional events in their stores, all of
which benefit retailers and wholesalers. Retailers support manufacturers when they feature
brands in their ads to attract buyers.
5. Which of the following is NOT true of the strategic goal of retaining customers?
a. It costs far more to retain an existing customer than to attract a new customer.
b. Loyal customers are a major asset for every business.
c. Marketing communications can support efforts to create value for existing customers.
d. Interactive modes of communication play an important role in retaining customers.
Answer: a
Blooms: Understand
AACSB: Analytic
Page: 119
Explanation: Loyal customers are a major asset for every business. It costs far more to attract
a new customer than to retain an existing customer. Marketing communications can support
efforts to create value for existing customers. Interactive modes of communication can play
an important role in retaining customers.
8-2
6. Which of the following refers to the combination and types of nonpersonal and personal
communication that the organization puts forth during a specified period?
a. Promotion mix
b. Demographic concentration
c. Segment communication
d. Push and pull strategies
Answer: a
Topic: The Promotion Mix
Blooms: Remember
AACSB: Analytic
Page: 119
Explanation: The promotion mix concept refers to the combination and types of nonpersonal
and personal communication the organization puts forth during a specified period.
7. Which of the following products is most likely to contain short-run incentives in its
promotion mix?
a. An essential commodity
b. An established product witnessing seasonal decline in sales
c. A product in the decline stage of the product life cycle
d. A product in the research and development stage of the product life cycle
Answer: b
Blooms: Understand
AACSB: Analytic
Page: 120
Explanation: If the product is more established but the objective is to stabilize sales during a
nonpeak season, the promotion mix will likely contain short-run incentives (sales promotions)
for people to buy the product immediately.
8. If a product is a new complex technology that requires a great deal of explanation, its
promotional mix will most likely:
a. focus heavily on personal selling.
b. contain short-run incentives.
c. feature public relation efforts.
d. rely on advertising through mass media.
Answer: a
Blooms: Understand
AACSB: Analytic
Page: 120
Explanation: If the product is a new complex technology that requires a great deal of
explanation, the promotional mix will likely focus heavily on personal selling so that potential
buyers can have their questions answered.
8-3
9. A paid form of nonpersonal communication, about an organization, its products, or its

activities that is transmitted through a mass medium to a target audience is called:
a. public relations.
b. advertising.
c. direct marketing.
d. sales promotion.
Answer: b
Blooms: Remember
AACSB: Analytic
Level of Difficulty: Remember
Page: 120
Explanation: Advertising is a paid form of nonpersonal communications about an
organization, its products or its activities that is transmitted through a mass medium to a target
audience.
10. Which of the following is a paid form of nonpersonal communication that uses media
such as outdoor displays, car cards, or directories to reach out to a target audience?
a. Direct marketing
b. Advertising
c. Personal selling
d. Sales promotion
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 120
Explanation: Advertising is a paid form of nonpersonal communications about an
organization, its products, or its activities that is transmitted through a mass medium to a
target audience. The mass medium might be television, radio, newspapers, Internet,
magazines, outdoor displays, car cards, or directories.
11. The nonpersonal promotional effort for a new breakfast cereal is least likely to rely on:
a. advertising.
b. sales promotion.
c. public relations.
d. personal selling.
Answer: d
Blooms: Apply
AACSB: Analytic
Page: 120
8-4
Explanation: Marketers strive for the right mix of promotional elements to ensure that their
product is well received. If the product is a new soft drink, promotional effort is likely to rely
more on advertising, sales promotion, and public relations in order to (1) make potential
buyers aware of the product, (2) inform these buyers about the benefits of the product, (3)
convince buyers of the product’s value, and (4) entice buyers to purchase the product.
12. Which of the following statements about personal selling is true?

a. It is a paid form of communication about an organization, its products, or its activities that
is transmitted through a mass medium.
b. It is a nonpaid form of communication that seeks to influence the attitudes, feelings, and
opinions of customers, noncustomers, and stockholders.
c. It is face-to-face communication with potential buyers to inform them about and persuade
them to buy an organization’s product.
d. It can take the form of direct mail, online marketing, catalogs, outdoor displays,
telemarketing, and direct response advertising.
Answer: c
Blooms: Understand
AACSB: Analytic
Page: 120
Explanation: Personal selling is face-to-face communication with potential buyers to inform
them about and persuade them to buy an organization’s product.
13. Which of the following elements of the promotional mix are coupons, sweepstakes,
refunds, and displays examples of?
a. Advertising
b. Sales promotion
c. Public relations
d. Direct marketing
Answer: b
Blooms: Apply
AACSB: Analytic
Page: 120
Explanation: Sales promotion is an activity or material that offers customers, sales personnel,
or resellers a direct inducement for purchasing a product. This inducement, which adds value
to or incentive for the product, might take the form of a coupon, sweepstakes, refund, or
display.
8-5
14. An activity or material that offers customers or resellers a direct inducement for
purchasing a product is called:
a. sales promotion.
b. advertising.
c. public relations.
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 120
Explanation: Sales promotion is an activity or material that offers customers, sales personnel,
or resellers a direct inducement for purchasing a product.
15. Which of the following is a nonpersonal form of communication that seeks to influence
the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers,
employees, and political bodies about the organization?
a. Direct mail
b. Online marketing
c. Telemarketing
d. Public relations
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 120
Explanation: Public relations is a nonpersonal form of communication that seeks to influence
the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers,
employees, and political bodies about the organization. Direct marketing, on the other hand,
uses direct forms of communication with customers. It can take the form of direct mail, online
marketing, catalogs, telemarketing, and direct response advertising.
16. A nonpaid form of nonpersonal communication about an organization and its products
that is transmitted through a mass medium in the form of a news story is referred to as:
a. advertising.
b. branding.
c. publicity.
d. online marketing.
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 120
8-6
Explanation: Publicity is a nonpaid form of nonpersonal communication about the

organization and its products that is transmitted through a mass medium in the form of a news
story.
17. Which of the following is a form of direct marketing?

a. Personal selling
b. Advertising
c. Sales promotion
d. Public relations
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 120
Explanation: Personal selling is a form of direct marketing.
18. The promotional mix of a new complex technology is most likely to focus on:
a. mass media.
b. sales promotion.
c. advertising.
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 120
Explanation: If the product is a new complex technology that requires a great deal of
explanation, the promotional mix will likely focus heavily on personal selling so that potential
buyers can have their questions answered.
19. The marketing department of Cool-down, Inc., noticed that customers are not buying as
many bottles of Cool-down soft drink in December as they usually do in July. Cool-down
decided to offer coupons and refunds. It also planned a sweepstake. Which of the following
elements of the promotional mix is Cool-down trying to use?
a. Personal selling
b. Direct marketing
c. Sales promotion
d. Public relations
Answer: c
8-7

Blooms: Apply
AACSB: Analytic
Page: 120
Explanation: The inducement sales promotion offers for purchasing a product might take the
form of a coupon, sweepstakes, refund, or display.
20. Fashion Inc., a designer clothing company, jointly develops its advertisement plans and
sales promotions to create a consistent message for its customers. Fashion Inc. is using:
a. a traditional approach.
b. integrated marketing.
c. mass communication.
d. promotional tactics.
Answer: b
Topic: Integrated Marketing Communications
Blooms: Apply
AACSB: Analytic
Page: 121
Explanation: The goal of integrated marketing communications is to develop marketing
communications programs that coordinate and integrate all elements of promotion—
advertising, sales promotion, personal selling, and publicity—so that the organization presents
a consistent message. Integrated marketing communication seeks to manage all sources of
brand or company contacts with existing and potential customers.
21. Sun Products markets Snug fabric softener. It uses the image of a soft bear named Snug in
television and print ads for the fabric softener. The bear, which is used as a sales promotion
device, also appears on T-shirts, and is extensively used on Sun Products’ Web site. Sun
Products is focusing on:
a. mass marketing and customer acquisition.
b. public relations exclusively to promote its product.
c. monitoring spending habits of customers.
d. presenting a consistency on brand messages.
Answer: d
Blooms: Apply
AACSB: Reflective Thinking
Level of Difficulty: Hard
Page: 121
Explanation: Integrated marketing coordinates and integrates all elements of promotion,
advertising, sales promotion, personal selling, and publicity, so that the organization presents
a consistent message.
8-8
22. The implementation of integrated marketing is slower than many would like to see. Which
of the following is hindering its successful implementation?
a. A lack of planning and budget problems
b. Internal “turf” battles within the organization
c. Lack of vision and planning
d. Destruction of creativity due to broadening of scope
Answer: b
Blooms: Understand
AACSB: Analytic
Page: 121
Explanation: Internal “turf” battles within organizations and the reluctance of some
advertising agencies to willingly broaden their role beyond advertising are two factors that are
hindering the successful implementation of integrated marketing communication.
23. Which of the following is a factor hindering the successful implementation of integrated
marketing communication?
a. A lack of planning and budget problem
b. Reluctance of advertising agencies to broaden their role
c. Lack of vision and planning
d. Destruction of creativity due to broadening of scope
Answer: b
Blooms: Understand
AACSB: Analytic
Page: 121
Explanation: Internal “turf” battles within organizations and the reluctance of some
advertising agencies to willingly broaden their role beyond advertising are two factors that are
hindering the successful implementation of integrated marketing communication.
24. Which of the following promotion tools would have the maximum success in encouraging
a buyer into ordering a product?
a. Advertising
b. Personal selling
c. Sales promotion
d. Public relations
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
8-9
Explanation: Personal selling appears to be the most effective promotion tool when it comes
to encouraging a buyer to order a product.
25. Which of the following promotional tools is least likely to produce comprehension among
potential buyers?
a. Sales promotion
b. Personal selling
c. Advertising
d. Public relations
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Public relations is the least effective tool in terms of enabling prospective buyers
to comprehend the various aspects of the product.
26. Which of the following promotional tools is least likely to produce conviction among
potential buyers?
a. Sales promotion
b. Personal selling
c. Advertising
d. Public relations
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Public relations is the least effective tool in terms of producing conviction
among potential buyers.
27. Which of the following promotional tools is most likely to be successful in creating
awareness among potential buyers?
a. Personal selling
b. Door-to-door selling
c. Public relations
d. Sales promotion
Answer: c
8-10

Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Public relations is one of the more successful tools in creating awareness among
potential buyers.
28. Which of the following promotion tools is most likely to be successful in aiding the
comprehension process of potential buyers?
a. Personal selling
b. Advertising
c. Sales promotion
d. Public relation
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Sales promotion is the most effective promotion tool in terms of aiding the
comprehension process of potential buyers.
29. _____ are most suitable for convincing potential buyers that a product has value for them.
a. Personal selling and advertising
b. Advertising and sales promotion
c. Sales promotion and public relations
d. Public relations and personal selling
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Personal selling and advertising are most suitable for convincing potential
buyers that a product has value for them.
8-11
30. _____ are least suitable for spreading awareness of a product or service.
b. Advertising and public relations
c. Public relations and sales promotion
d. Sales promotion and personal selling
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Fig. 8.1
Explanation: Sales promotion and personal selling are least suitable for spreading awareness
of a product or service.
31. _____ are least likely to be successful in encouraging a buyer into ordering a product.
b. Advertising and public relations
c. Public relations and sales promotion
d. Sales promotion and personal selling
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 121
Refer to: Figure 8.1
Explanation: Advertising and public relation are least likely to be successful in encouraging a
buyer into ordering a product.
32. Public relations is best suited for which of the following steps of the buying process that
potential buyers usually go through?
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 121
Explanation: Public relations is best suited for creating awareness of a product or service.
8-12
33. Sales promotion is best suited for which of the following steps of the buying process that
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 121
Explanation: Sales promotion is best suited for making potential buyers comprehend what a
product can do and what its important features are.
34. Advertising is best suited for which of the following steps of the buying process that
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 121
Explanation: Advertising is best suited for convincing potential buyers that a product has
value for them.
35. Advertising is least suited for which of the following steps of the buying process that
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 121
8-13
Explanation: Advertising is least suited for encouraging a potential buyer into ordering a
product.
36. Personal selling is best suited for which of the following steps of the buying process that
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 121
Explanation: Personal selling is best suited for encouraging a potential buyer into ordering a
product.
37. Personal selling is least suited for which of the following steps of the buying process that
a. Awareness
b. Comprehension
c. Conviction
d. Ordering
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 121
Explanation: Personal selling is least suited for creating awareness of a product or service.
38. Potential buyers usually go through the buying process that consists of the following
steps: awareness, comprehension, conviction, and ordering. Of these steps, sales promotion is
least suited for:
a. awareness and comprehension.
b. comprehension and ordering.
c. conviction and ordering.
d. awareness and conviction.
Answer: c
Blooms: Remember
AACSB: Analytic
8-14
Page: 121
Explanation: Sales promotion is least suited for conviction and ordering.
39. If you have a generalist viewpoint about the contribution of advertising to the economic
health of your firm, you are most likely to be concerned with:
a. Starch Reports.
b. the Arbitron Index.
c. the Nielson Index.
d. return on investment.
Answer: d
Topic: Advertising: Planning and Strategy
Blooms: Remember
AACSB: Analytic
Page: 122
Explanation: The generalist viewpoint is primarily concerned with sales, profits, return on
investment, and so forth. The specialist viewpoint is represented by advertising experts who
are primarily concerned with measuring the effects of specific ads; here primary attention is
given to organizations that offer services that measure different aspects of the effects of
advertising such as the Nielsen Index, Starch Reports, Arbitron Index, and Simmons Reports.
40. Which of the following viewpoints about the contribution of advertising to the economic
health of a firm understands and appreciates two other viewpoints but, in addition, sees
advertising as a competitive weapon?
a. The generalist viewpoint
b. The specialist approach
c. The strategic viewpoint
d. The marketing management approach
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 122
Explanation: A middle view, one that might be classified as more of a marketing management
approach, understands and appreciates the generalist and the specialist viewpoints but, in
addition, sees advertising as a competitive weapon.
41. A company that manufactures cosmetics introduces a new product. To popularize this
product, they use unauthorized mailing lists to reach consumers. This represents ethical and
legal concerns related to _____.
a. advertising
b. public relations
c. sales promotion
d. mass media
8-15
Answer: c
Blooms: Apply
AACSB: Analytic
Page: 123
Refer to: Marketing Insight 8-3
Explanation: Using unauthorized mailing lists to reach consumers is an ethical and legal
concern associated with sales promotion.
42. Which of the following is an ethical and legal concern associated with advertising?
a. Failure to disclose product limitations or safety concerns
b. Using unauthorized mailing lists to reach consumers
c. Encouraging materialism and excessive consumption
d. Using economic power to gain favorable publicity
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Encouraging materialism and excessive consumption is an ethical and legal
concern associated with advertising.
43. Identify the ethical and legal concern associated with advertising.
b. Using consumer database information without consumers’ authorization
c. Reinforcing ethnic and racial stereotypes
d. Using economic power to gain favorable publicity
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Reinforcing ethnic and racial stereotypes is an ethical and legal concern
associated with advertising.
44. Which of the following is an ethical and legal concern associated with public relations?
d. Paying lip service to worthwhile causes
8-16
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Paying lip service to worthwhile causes is an ethical and legal concern
associated with public relations.
45. Identify the ethical and legal concern associated with public relations.
d. Orchestrating news events to present a false appearance of widespread support for the
company position
Answer: d
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Orchestrating news events to present a false appearance of widespread support
for the company position is an ethical and legal concern associated with public relations.
46. Which of the following is an ethical and legal concern associated with sales promotion?
a. Misrepresenting product health
d. Failure to disclose product limitations or safety concerns
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Using unauthorized mailing lists to reach consumers is an ethical and legal
47. Identify the ethical and legal concern associated with sales promotion.
b. Paying slotting allowances to gain retail shelf space
d. Failure to disclose product limitations or safety concerns
8-17
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Paying slotting allowances to gain retail shelf space is an ethical and legal
48. Which of the following is an ethical and legal concern associated with personal selling?
b. Encouraging materialism and excessive consumption
d. Using unauthorized mailing lists to reach consumers
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Misrepresenting product health is an ethical and legal concern associated with
personal selling.
49. Identify the ethical and legal concern associated with personal selling.
a. Failing to disclose product limitations or safety concerns
b. Encouraging materialism and excessive consumption
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Failing to disclose product limitations or safety concerns is an ethical and legal
concern associated with personal selling.
50. Which of the following is an ethical and legal concern associated with direct marketing
communications?
a. Failing to disclose product limitations or safety concerns
b. Using consumer database information without consumers’ authorization
8-18
Answer: b
Blooms: Remember
AACSB: Analytic
Page: 123
Explanation: Using consumer database information without consumers’ authorization is an
ethical and legal concern associated with direct marketing communications.
51. As the marketing head of New Inc., you have to decide the size of the advertising budget
for a hair care product which was a star earner last year but has seen its market share plummet
recently. Which of the following is going to help the product regain its market share the most
in the long term?
a. Employ the art of discounting
b. Fund price promotions
c. View advertising as a nondiscretionary cost
d. Decide ad budget according to growth trends
Answer: c
Topic: Advertising Decisions
Blooms: Apply
AACSB: Reflective Thinking
Level of Difficulty: Hard
Page: 124
Explanation: Many marketers practice the art of discounting. Companies employing these
tactics may benefit in the short term but may be at a severe competitive disadvantage in the
long term. Some marketers, however, know that brand equity and consumer preference for
brands drive market share. They realize the balance of advertising and promotion costs
needed to build brands and gain share, market by market, regardless of growth trends in
product categories where they compete. They do not raid their ad budgets to increase
earnings, nor do they view advertising as a discretionary cost.
52. Which of the following is going to help a product gain market share the most in the long
term?
a. Employ the art of discounting
b. Fund price promotions
c. View advertising as a nondiscretionary cost
d. Decide ad budget according to growth trends
Answer: c
Blooms: Understand
AACSB: Analytic
Page: 124
8-19
Explanation: Many marketers practice the art of discounting. Companies employing these
tactics may benefit in the short term but may be at a severe competitive disadvantage in the
long term. Some marketers, however, know that brand equity and consumer preference for
brands drive market share. They realize the balance of advertising and promotion costs
needed to build brands and gain share, market by market, regardless of growth trends in
product categories where they compete. They do not raid their ad budgets to increase
earnings, nor do they view advertising as a discretionary cost.
53. Which of the following methods of determining advertising spending attempts to

determine retail price by using production costs as a base?
a. Percent of sales
b. The task approach
c. Per-unit expenditure
d. Competitive parity
Answer: c
Blooms: Remember
AACSB: Analytic
Page: 124
Explanation: The per-unit expenditure method of determining advertising spending attempts
to determine the retail price by using production costs as a base.
54. Which of the following approaches of determining advertising spending views advertising
as a function of sales, rather than sales as a function of advertising?
a. Per-unit expenditure
b. Rate-of-return
c. Competitive parity
d. The research approach
Answer: a
Blooms: Remember
AACSB: Analytic
Page: 124
Explanation: The per-unit expenditure method views advertising as a function of sales, rather
than sales as a function of advertising.
55. The basic problem with this method of determining advertising spending is that it views
advertising as a function of sales, rather than sales as a function of advertising.
a. Percent of sales
b. Rate-of-return
c. Competitive parity
d. The research approach
Answer: a
8-20
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Où tout est si doux, sans choisir;
Où sur les toits pliants et mornes
L’azur semble fait de désir;
Où, là-bas, autour des murailles,
Près des étangs tassés et ronds,
S’éloigne, dans l’air qui tressaille,
L’appel embué des clairons...
LE PORT DE PALERME
e regardais souvent, de ma chambre si chaude,
Le vieux port goudronné de Palerme, le bruit
Que faisaient les marchands, divisés par la fraude.
Autour des sacs de grains, de farine et de fruits,
Sous un beau ciel, teinté de splendeur et d’ennui...
J’aimais la rade noire et sa pauvre marine,

Les vaisseaux délabrés d’où j’entendais jaillir
Cet éternel souhait du cœur humain: partir!
Les vapeurs, les sifflets faisaient un bruit d’usine
Dans ces cieux où le soir est si lent à venir...
C’était l’heure où le vent, en hésitant, se lève

Sur la ville et le port que son aile assainit.
Mon cœur fondait d’amour, comme un nuage crève.
J’avais soif d’un breuvage ineffable et béni,
Et je sentais s’ouvrir, en cercles infinis,
Dans le désert d’azur les citernes du rêve.
Qu’est-ce donc qui troublait cet horizon comblé?

La beauté n’a donc pas sa guérison en elle?
Par leurs puissants parfums les soirs sont accablés;
La palme au large cœur souffre d’être si belle;
Tout triomphe, et pourtant veut être consolé!
Que signifient ces cieux sensuels des soirs tendres?
Ces jardins exhalant des parfums sanglotants?
Ces lacets que les cris des oiseaux semblent tendre
Dans l’espace intrigué, qui se tait, qui attend?
A ces heures du soir où les mondes se plaignent,

O mortels, quel amour pourrait vous rassurer?
C’est pour mieux sangloter que les êtres s’étreignent;
Les baisers sont des pleurs, mais plus désespérés.
La race des vivants, qui ne veut pas finir,

Vous a transmis un cœur que l’espace tourmente,
Vous poursuivez en vain l’incessant avenir...
C’est pourquoi, ô forçats d’une éternelle attente,
Jamais la volupté n’achève le désir!
DANS L’AZUR ANTIQUE
Espérances des humains, légères déesses...
DIOTIME D’ATHÈNES.
ous un ciel haletant, qui grésille et qui dort,

Où chaque fragment d’air fascine comme un disque,
Rome, lourde d’été, avec ses obélisques
Dressés dans les agrès luisants du soleil d’or,
Tremblait comme un vaisseau qui va quitter le port
Pour voguer, pavoisé de ses mâts à ses cryptes,
Vers l’amour fabuleux de la reine d’Egypte.
Les buis des vieux jardins, comme un terne miroir

Tendaient au pur éther leur cristal vert et noir.
Un cyprès balançait mollement sous la brise
Sa cime délicate, entr’ouverte au vent lent,
Et un jet d’eau montait dans l’azur jubilant
Comme un cyprès neigeux qu’un vent léger divise...
J’errais dans les villas, où l’air est imprégné

Du solennel silence où rêve Polymnie;
Je voyais refleurir le temps que remanie
La vie ingénieuse, incessante, infinie;
Et, comme un messager antique et printanier,
De frais ruisseaux couraient sous les mandariniers.
Dans un jardin romain, un vieux masque de pierre

M’attirait: à travers ses lèvres, ses paupières,
On voyait fuir, jaillir l’azur torrentiel;
Et ce masque semblait, avec la voix du ciel,
Héler l’amour, l’espoir, les avenirs farouches.
Une même clameur s’élançait de ma bouche,
Et pleine de détresse et de félicité
Et, pleine de détresse et de félicité,
Je m’en allais, les bras jetés vers la beauté!...
J’ai vu les lieux sacrés et sanglants de l’Histoire,

Les Forums écroulés sous le poids clair des cieux,
La nostalgique paix des Arches des Victoires
Où l’azur fait rouler son char silencieux.
J’ai vu ces grands jardins où le palmier qui rêve,

Elancé dans l’éther et tordu de plaisir,
Semble un ardent serpent qui veut tendre vers Ève
Le fruit délicieux du douloureux désir.
Les soirs de Sybaris et la mer africaine

Prolongeaient devant moi les baumes de mon cœur;
L’Arabie en chantant me jetait ses fontaines,
Les âmes me suivaient à ma suave odeur.
Comme l’âpre Sicile épique et sulfureuse,

Je contenais les Grecs, les Latins et les Francs,
Et ce triangle auguste, en ma pensée heureuse,
Brillait comme un fronton de marbre et de safran!
Un jour, l’été flambait, le temple de Ségeste

Portait la gloire d’être éternel sans effort,
Et l’on voyait monter, comme un arpège agreste,
Le coteau jaune et vert dans sa cithare d’or!
Le blanc soleil giclait au creux d’un torrent vide;

Des chevaux libres, fiers, près des hampes de fleurs
S’ébrouaient; les parfums épais, gluants, torrides
Mettaient dans l’air comblé des obstacles d’odeurs.
D lé d bl i t l ili ti
Des lézards bleus couraient sur les piliers antiques
Avec un soin si gai, si chaud, si diligent,
Que l’imposant destin des pierres léthargiques
Semblait ressuscité par des veines d’argent!
Des insectes brûlants voilaient mes deux mains nues:

Je contemplais le sort, la paix, l’azur si long,
Et parfois je croyais voir surgir dans la nue
La lance de Minerve et le front d’Apollon.
Devant cette splendeur sereine, ample, équitable,

Où rien n’est déchirant, impétueux ou vil,
Je songeais lentement au bonheur misérable
De retrouver tes yeux où finit mon exil...
Je jette sous tes pieds les noirs pipeaux d’Euterpe,

Dont j’ai fait retentir l’azur universel
Quand mes beaux cieux luisaient comme des coups de serpe,
Quand mon blanc Orient brillait comme du sel!
Je quitte les regrets, la volonté, le doute,

Et cette immensité que mon cœur emplissait,
Je n’entends que les voix que ton oreille écoute,
Je ne réciterai que les chants que tu sais!
Je puiserai l’été dans ta main faible et chaude,

Mes yeux seront sur toi si vifs et si pressants
Que tu croiras sentir, dans ton ombre où je rôde,
Des frelons enivrés qui goûtent à ton sang!
Car, quels que soient l’instant, le jour, le paysage,

Pourquoi, doux être humain, rien ne me manque-t-il
Quand je tiens dans mes doigts ton lumineux visage
Comme un tissu divin dont je compte les fils?...
LE DÉSERT DES SOIRS
ans la chaleur compacte et blanche ainsi qu’un marbre,
Le miroir du soleil étale un bleu cerceau.
Comme un troupeau secret d’aériens chevreaux
La rapace chaleur a dévoré les arbres.
Palerme est un désert au blanc scintillement,
Sur qui le parfum met un dais pesant et calme...
Les stores des villas, comme de jaunes palmes,
Aux vérandas qui n’ont ni portes ni vitrail
Sont suspendus ainsi que de frais éventails.
La mer a laissé choir entre les roses roches
Son immense fardeau de plat et chaud métal.
Un mur qu’on démolit vibre au contact des pioches;
Une voiture flâne au pas d’un lent cheval,
Tandis que, sous l’ombrelle ouverte sur le siège,
Un cocher sarrasin mange des citrons mous.
La chaleur duveteuse est faible comme un liège;
Sa molle densité a d’argentins remous.
Je suis là: je regarde et respire; que fais-je?
Puisque cet horizon que mon regard contient
Et que je sens en moi plus aigu qu’une lame,
Mon esprit ne peut plus l’enfoncer dans le tien...
Je dédaigne l’espace en dehors de ton âme...

A PALERME, AU JARDIN TASCA...
’ai connu la beauté plénière,
Le pacifique et noble éclat
De la vaste et pure lumière,
A Palerme, au jardin Tasca.
Je me souviens du matin calme

Où j’entrais, fendant la chaleur,
Dans ce paradis sous les palmes
Où l’ombre est faite par des fleurs.
L’heure ne marquait pas sa course

Sur le lisse cadran des cieux,
Où le lourd soleil spacieux
Fait bouillonner ses blanches sources.
J’avançais dans ces beaux jardins

Dont l’opulence nonchalante
Semble descendre avec dédain
Sur les passantes indolentes.
L’ardeur des arbres à parfums

Flamboyait, dense et clandestine;
Je cherchais parmi les collines
Naxos, au nom doux et défunt.
Comme des ruches dans les plaines,

Des entassements de citrons
Sous leurs arbres sombres et ronds
Formaient des tours de porcelaine.
Les parfums suaves, amers,

De ces citronniers aux fleurs blanches
e ces c t o e s au eu s b a c es
Flottaient sur les vivaces branches
Comme la fraîcheur sur la mer.
Creusant la terre purpurine,

D’alertes ruisseaux ombragés
Semblaient les pieds aux bonds légers
De jeunes filles sarrasines!
Je me taisais, j’étais sans vœux,

Sans mémoire et sans espérance;
Je languissais dans l’abondance.
O pays secrets et fameux,
J’ai vu vos grâces accomplies,

Vos blancs torrents, vos temples roux,
Vos flots glissants vers l’Ionie,
Mais mon but n’était pas en vous;
Vos nuits flambantes et précises,

Vos maisons qu’un pliant rideau
Livre au chaud caprice des brises;
Les pas sonores des chevreaux
Sur les pavés près des églises;
Vos monuments tumultueux,

Beaux comme des tiares de pierre,
Les hauts cyprès des cimetières,
Et le soir, la calme lumière
Sur les tombeaux voluptueux,
Les quais crayeux, où les boutiques,

Regorgeant de fruits noirs et secs,
Affichent la noblesse antique
D l did l h b t d G
Du splendide alphabet des Grecs;
L’étincelante ardeur du sol,

Où passent, riches caravanes,
Des mules vêtues en sultanes
Trottant sous de blancs parasols,
Toutes ces beautés étrangères

Que le cœur obtient sans effort,
N’ont que des promesses de mort
Pour une âme intrépide et fière,
Et j’ai su par ces chauds loisirs,

Par ce goût des saveurs réelles,
Qu’on était, parmi vos plaisirs,
Plus loin des choses éternelles
Qu’on ne l’était par le désir!...
AGRIGENTE
O nymphe d’Agrigente aux élégantes parures, qui règnes sur
la plus belle des cités mortelles, nous implorons ta bienveillance!
PINDARE.
e ciel est chaud, le vent est mou;

Quel silence dans Agrigente!
Un temple roux, sur un sol roux
Met son reflet comme une tente...
Les oiseaux chantent dans les airs;

Le soleil ravage la plaine;
Je vois, au bout de ce désert,
L’indolente mer africaine.
Brusquement un cri triste et fort

Perce l’air intact et sans vie;
La voix qui dit que Pan est mort
M’a-t-elle jusqu’ici suivie?
Et puis l’air retombe; la mer

Frappe la rive comme un socle;
Tout dort. Un fanal rouge et vert
S’allume au vieux port Empédocle.
L’ombre vient, par calmes remous;

Dans l’éther pur et pathétique
Les astres installent d’un coup
Leur brasillante arithmétique!
Soudain, sous mon balcon branlant,

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Preface to Marketing Management 13th

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Marketing Management 13th Edition Kotler Test Bank

Introduction to Management Science 13th Edition

1. Which of the following strategic goals of marketing communication is most likely to

2. _____ is becoming an important goal of marketing communications because modern

3. All of the following are important goals of marketing communications EXCEPT:

Topic: Strategic Goals of Marketing Communication

9. A paid form of nonpersonal communication, about an organization, its products, or its

12. Which of the following statements about personal selling is true?

Explanation: Publicity is a nonpaid form of nonpersonal communication about the

17. Which of the following is a form of direct marketing?

Topic: The Promotion Mix

Topic: Integrated Marketing Communications

53. Which of the following methods of determining advertising spending attempts to

La foule adolescente rôde

Blanc sommeil que l’été surmonte

Un soir, lorsque la lune argente

Et sur la route pastorale,

J’ai vu les nuits de Syracuse,

J’ai, parmi les gradins bleuâtres,

Mais ces mystérieux visages,

J’aimais la rade noire et sa pauvre marine,

C’était l’heure où le vent, en hésitant, se lève

Qu’est-ce donc qui troublait cet horizon comblé?

A ces heures du soir où les mondes se plaignent,

La race des vivants, qui ne veut pas finir,

ous un ciel haletant, qui grésille et qui dort,

Les buis des vieux jardins, comme un terne miroir

J’errais dans les villas, où l’air est imprégné

Dans un jardin romain, un vieux masque de pierre

J’ai vu les lieux sacrés et sanglants de l’Histoire,

J’ai vu ces grands jardins où le palmier qui rêve,

Les soirs de Sybaris et la mer africaine

Comme l’âpre Sicile épique et sulfureuse,

Un jour, l’été flambait, le temple de Ségeste

Le blanc soleil giclait au creux d’un torrent vide;

Des insectes brûlants voilaient mes deux mains nues:

Devant cette splendeur sereine, ample, équitable,

Je jette sous tes pieds les noirs pipeaux d’Euterpe,

Je quitte les regrets, la volonté, le doute,

Je puiserai l’été dans ta main faible et chaude,

Car, quels que soient l’instant, le jour, le paysage,

Je dédaigne l’espace en dehors de ton âme...

Je me souviens du matin calme

L’heure ne marquait pas sa course

J’avançais dans ces beaux jardins

L’ardeur des arbres à parfums

Comme des ruches dans les plaines,

Les parfums suaves, amers,

Creusant la terre purpurine,

Je me taisais, j’étais sans vœux,

J’ai vu vos grâces accomplies,