Exam 13: Promotion I: Advertising and Sales Promotion

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

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the medium of this ad is ________.

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

Which promotional mix strategy directs marketing efforts toward market channel members?

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations?

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.

How do marketers of free smartphone apps make their products profitable?

Which method of setting an advertising budget is based on analyzing competitors' spending?

________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

Unlike direct marketing, personal selling focuses on direct communication with a consumer or business customer.

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

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

Puffery is a term for a(n)________.

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

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

A trade show is a way for a company to do all of the following EXCEPT which one?