Exam 13: Promotion I: Advertising and Sales Promotion

In the United States,the advertising industry itself encourages honesty in advertising.

Which of the following is NOT one of the four main roles performed by marketing communication?

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

What is the difference between institutional advertising and advocacy advertising?

Gross rating points (GRPs)are a measure of the quantity of media included in a given media plan.

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

The background for a Benadryl allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers.The headline states "Benadryl is 54 percent more effective than the leading prescription." At the bottom of the ad,in small print,is an explanation of how the effectiveness of Benadryl was determined.The ad also shows a package of Benadryl so consumers can easily recognize it at the store.Identify the different components of the communication model for this advertisement.

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be addressed before the others?

Virtually everything an organization says and does is a form of marketing communication.

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n)________.

________ refers to the mood or attitude an advertisement conveys.

Personal selling is less effective but more cost-efficient than advertising.

In the communication model,noise is anything that interferes with effective communication.

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

A traditional advertising medium can be used to publicize a sales promotion.

In terms of the communication model,________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage.The primary promotional objective of marketing communications for the new product should be to create awareness.

What are the basic differences between sales promotion and advertising?

In one section of the Sunday newspaper there are four-color,magazine-style advertisements for different stores.Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week.How are these magazine-style advertisements examples of the implementation of sale promotions?

In developing an advertising campaign,agencies do not use pretesting until they have determined the media types and media schedule.