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

Many gas stations now have self-service pumps with small televisions that broadcast short news and entertainment spots, along with advertisements, as customers pump their gas. The ads reach this captive audience through the use of ________ media.

A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

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

What promotional efforts might a marketer be likely to employ if the communication objective was to encourage purchase of the product?

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

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.

The decision to use a genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model.

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Which of the following is the responsibility of an advertising agency's media planner?

According to the communication model, the ________ is an organization or individual that sends a message.

In comparison to sales promotion activities, it is easier to determine the effectiveness of traditional advertising.

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

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

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

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Which of the following is a method of creating user-generated content?

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

When might a marketer be most likely to use informative advertising?

Which of the following is NOT a form of one-to-one marketing?

Attitudinal measures are used to test consumers' beliefs or feelings about a product before and after being exposed to marketing messages about the product.