Exam 2: Roles of Advertising

Which of the following is NOT a consideration for effective implementation of an advertising plan?

Which of the following is NOT characteristic of idea advertising?

Developing messages that effectively set one company's brand apart from its competition-utilizing both the message and the medium-is called ________.

Which type of advertising emphasizes product profitability and the consumer advertising support retailers will receive from manufacturers?

Special sales prices, a cents-off coupon, a POP display, or a chance to win a trip to Niagara Falls in a sweepstakes are all examples of ________.

Because the firms that utilize this type of marketing communication are basically people enterprises, ________ almost always has a strong institutional component, keeping the same slogan, theme, or identifying mark over long periods of time to increase consumer awareness.

When marketers have wanted to even out supply and demand, they have used this strategy.

The communication component in the marketing mix is divided into four primary categories. Which of the following is NOT one of them?

The situational analysis is a statement of the product benefits as well as data concerning sales trends, competitive environment, and industry forecasts.

Which of the following does NOT pertain to the significance of price?

Clients are demanding media and advertising agencies measure advertising success on the basis of effective audience exposure.

One of the fastest growing categories of advertising, ________ is aimed not at typical consumers but rather at those who operate at various stages of the marketing channel, such as homebuilders, doctors, and wholesalers.

Which of the following aspects would NOT be considered in a comprehensive marketing plan?

The primary expense for most communication companies that represents an opportunity for convergence is in:

________ is a research technique that has been developed to address the numerous ways a consumer considers a product, and provide insight into which product benefits are thought to be most important by consumers.

Crucial to market channel efficiency is effective advertising.

Kimberly-Clark Corporation, maker of Huggies disposable diapers, used which market timing strategy when it spent $7 million for an expanded Internet presence?

Advertising people need to realize that public relations can complement and not compete with their efforts.

Called the ________, it is the positive difference between the price of a product and the value an average consumer assigns to that particular product.

________ are sometimes like the hunter chasing two rabbits.