Exam 13: Promotion I: Advertising and Sales Promotion

What are the basic differences between sales promotion and advertising?

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting his same customer base was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Apple ran ads featuring real people who had switched from Microsoft Windows PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?

Which of the following is a sponsored message that mimics the normal content of the media vehicle in which it appears?

Gross rating points (GRPs) are a measure of the quantity of media included in a given media plan.

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its website, and its retail outlets. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips. What sales promotion technique is being offered to this customer?

With which type of marketing communication does the marketer have the greatest level of control over the message?

What is a USP? When would a marketer use a USP strategy?

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Many gas stations now have self-service pumps with small televisions that broadcast short news and entertainment spots, along with advertisements, as customers pump their gas. The ads reach this captive audience through the use of ________ media.

Virtually everything an organization says and does is a form of marketing communication.

In the communication model, noise is anything that interferes with effective communication.

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Fear appeal ads convey the message that not using the advertised product has negative consequences consumers want to avoid.

Which of the following provides marketers with the ability to identify where customers are and to deliver ads that are relevant to the customers' locations?