Exam 13: Promotion I: Advertising and Sales Promotion

A retail salesperson at a department store cosmetics counter gets five dollars every time he sells a bottle of a certain brand of cologne.Explain the type of trade promotion that is being used in this instance.

Which of the following should be the first step of developing an advertising campaign?

Advertising account managers are typically responsible for which of the following?

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

To posttest an ad for Maytag appliances,interviewers could ask consumers what appliance ads they have seen in the last month.

According to the communication model,________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Which promotional mix strategy directs marketing efforts toward market channel members?

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has hired a marketing communications director,whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages.This is an example of a contest.

Which of the following is the last step in the hierarchy of effects?

When might a marketer be most likely to use a comparative ad?

An ad agency's copywriters are part of the agency's ________.

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Which of the following types of sales promotions would NOT be offered to a final consumer?

________ involves a channel member purchasing large quantities of a product during a discount period,warehousing the product,and not buying the product again until another discount is offered.

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

By definition,personal selling takes place in person.

For which of the following products would a continuous advertising schedule be most appropriate?

Banners are online ads that pop up between changes on a Web site.