Exam 13: Promotion I: Advertising and Sales Promotion

Which of the following practices helps to protect consumers from spamming?

A trade show is a way for a company to do all of the following EXCEPT which one?

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,its website,and its retail outlets.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Puffery is a term for a(n)________.

Keely was invited to examine a free copy of a new magazine called Coastal Living.If she did not enjoy the magazine,she could write "Refused" on the invoice for her subscription,which would arrive about three weeks after the free magazine.The magazine's publisher was using ________.

Which of the following statements about radio as an advertising medium is true?

With which type of marketing communication does the marketer have the lowest level of control over the message?

An example of a ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Which of the following is NOT true about the message in the communication model?

The communication model acknowledges that messages can be blocked by ________,which is anything that interferes with effective communication.

With which type of marketing communication does the marketer have the greatest level of control over the message?

________ components of the promotion mix do not seek a short-term increase in sales.Instead,with these communication activities,the company tries to maintain a positive image of an organization and its products.

If the pull strategy is effective,consumers will then demand the product from channel members,who will,in turn,demand it from producers.

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

Allyson Godwin plans on setting up a small business where she will offer quilting lessons,sell material and quilting kits that she will create,and market her own creations.Last year her quilting skills earned her $2,000.She estimates that quilting as a full-time business will earn $10,000 during her first year.She has budgeted five percent of her sales estimate to be spent on promotion.What promotion method is Godwin using? What are the advantages and disadvantages of this method?

The communications model is an effective way to look at traditional marketing communications,but not new word-of-mouth communications.

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the medium of this ad is ________.

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.