Exam 13: Promotion I: Advertising and Sales Promotion

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________.

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

Which promotional mix strategy directs marketing efforts toward final consumers?

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.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Allyson Godwin plans on setting up a small business where she will offer quilting lessons, sell material and quilting kits that she will create, and market her own creations. Last year her quilting skills earned her $2,000. She estimates that quilting as a full-time business will earn $10,000 during her first year. She has budgeted five percent of her sales estimate to be spent on promotion. What promotion method is Godwin using? What are the advantages and disadvantages of this method?

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

In the United States, the advertising industry itself encourages honesty in advertising.

Which of the following advertising situations would LEAST likely be considered puffery?

Why should a company be concerned about integrating communications from different sources within the company?

What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

In terms of the communication model, the animated M&M candies in television commercials ________.

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

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

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.

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.

Which of the following is true of institutional advertising?