Exam 13: Promotion I: Advertising and Sales Promotion

Which of the following statements about advertising is true?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.

The creative strategy for an advertising campaign is summarized in a(n) ________.

Which of the following statements about radio as an advertising medium is true?

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

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.

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 ________.

Product placements in television programs and movies are examples of ________.

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Which of the following types of sales promotions would NOT be offered to a final consumer?

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

________ refers to the mood or attitude an advertisement conveys.

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

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

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

For which of the following products would a continuous advertising schedule be most appropriate?