Exam 13: Promotion I: Advertising and Sales Promotion

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

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 should be the first step of developing an advertising campaign?

________ can be classified by primary purpose, such as to inform, persuade, or remind.

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

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

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

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

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

Why might an advertiser be accused of greenwashing?

________ 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.

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 ________.

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

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n) ________.

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

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 ________.

Explain the difference between the practices of forward buying and diverting.

In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.

Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________.

Which of the following types of ads can users block with Internet access software applications?