Exam 18: Advertising, Sales Promotion, and Public Relations

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to ________ its idea to deliver the message to the new target market.

Research indicates that publicity followed by advertising with the same message

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as ________ budgeting.

Marketers can communicate best with college students by

The proper blend of elements in the promotion mix depends on a product's characteristics. Personal selling would most likely be used to sell

When employing a push strategy, a manufacturer

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are collected from the customer; other data are collected from the businesses where purchases are made. Which of the following customer data are typically collected by Amazon through tracking transactions?

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean.

The first decision in developing the promotion program is to

Promotional programs are specifically directed toward a group of prospective buyers, or

Which promotional mix alternative has the advantage of allowing the seller to see and hear the potential buyer's reaction to the message?

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

"To phase out" is the promotional objective of which stage of the product life cycle?

Which of these promotional elements has the highest cost per contact or exposure?

The owner of a cosmetics start-up told his employees, "We had a good year, and next year looks to be even better. I'm going to raise this year's promotion budget by 4.5 percent compared to last year's. We had strong growth in sales of close to 10percent this year so I think we can do more advertising." This company is most likely using ________ budgeting.

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Sales promotion refers to

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled D represents