Exam 13: Promotion I: Advertising: One to Many Marketing Communications

A company is implementing ________ when it airs a television commercial to millions.

What is a benefit of a demonstration ad for a product, and when is this type of execution format most useful?

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

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

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

________ is the execution format that depicts typical people using the product in an everyday setting.

Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting his same customer base was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Which of the following is an example of a bottom-up technique for developing promotional budgets?

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

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

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

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

Which of the following provides marketers with the ability to identify where customers are and to deliver ads that are relevant to the customers' locations?

Do-it-yourself ads are a type of ________.

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

Through word-of-mouth communication, consumers look to each other for product information and recommendations.