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________ consists of short-term incentives to encourage the purchase or sale of a product or service. Sales promotion publicity a patronage reward a segmented promotion advertising
Which type of promotional tool is nonpublic, immediate, customized, and interactive? brand contacts segmented advertising direct marketing public relations sales promotionsBusiness-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. pulse; continuity continuity; pulse pull; push pulse; pull push; pull_______ define the task that advertising must do with a specific target audience during a specific period of time. Advertising objectives Advertising campaigns Advertising budgets Advertising strategies Message decisions______ is used heavily when introducing a new product category. The objective is to build primary demand. Persuasive advertising Comparative advertising Informative advertising Patronage advertising Institutional advertisingPersuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands. reminder advertising comparative advertising informative advertising POP promotion advertising institutional advertising
After determining its advertising objectives, the company's next step in developing an advertising program is to ________. develop its message decisions use coupons use advertising specialty set its advertising budget use cash refund offersA company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods? the affordable method the percentage-of-sales method the competitive-parity method the integrated method the objective-and-task methodWhich method of setting an advertising budget relies on analyzing competitors' spending? percentage-of-sales method competitive-parity method integrated method affordable method objective-and-task methodSoaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. implementing branded entertainment the affordable method of setting a promotion budget the competitive-parity method of setting a promotion budget using humor to capture audience attention and interest media planningThe Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers? Audiences are less interested in media consumption. Television advertising is becoming more expensive. Consumers have more choices about what to watch or not watch. Consumers have difficulty attending to specific advertising messages due to advertising clutter. Consumers are watching less television.
Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. emotions advertising specialties sales promotions customer benefits premium promotionsThe big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. differentiationAds that are built around dream themes use which type of execution style? mood or image musical slice of life fantasy scientific evidenceWhich of the following is notone of the major steps in media selection? choosing among major media types. deciding on reach, frequency, and impact. selecting specific media vehicles. deciding on timing deciding on format elements.Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except________. outdoor advertising network television digital satellite television systems Internet advertising cable television
In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________. editorial quality timing audience quality pass-along audience audience attentionScheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. sequencing continuity pulsing hard hitting segmentingWhich of the following is nota benefit of standardized global advertising? appeal to different demographics differLobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. a mass market strategy outdated business ethics public relations press relations press agencies________ use several tools, including the news, speeches, and special events. Advertising specialists Advertising agencies Media planners Computer programmers Public relations professionals
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. sales promotion direct marketing advertising personal selling public relationsMariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? personal selling public relations brand contacts direct marketing sales promotionsChris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using? integrated method affordable method percentage-of-sales method objective-and-task method competitive-parity methodYou receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________. frequency engagement impact qualitative valueThe public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________. audiovisual materials buzz marketing special events public service activities corporate identity marketing
Press conferences and speeches, store openings, special events, newsletters, magazines, and public service activities are example of ways that retailers use _______. public relations sales promotions high markups the wheel-of-retailing concept retail convergenceWhich of the following has not contributed to the growth in online business? easier-to-use websites more interesting and attractive websites the inaccessibility of shopping centers improved online service increasingly sophisticated search enginesThe most logical budget-setting method is the _______ method because it is based on accomplishing specific promotion goals percentage-of-sales affordable competitive-parity objective-and-task exponential smoothinTo succeed, an advertisement msut ______. have asignificant budget have a high entertainment value have a high frequency make a meaningful appeal gain attention and communicate wellAfter creating a message strategy statements, the advertiser must develop a compelling ______ that will bring the message strategy to life in a distinctive and memorable way. big ide customer strategy customer benefit execution style media vehicle
Which of the following methods of setting an advertising budget is the most accurate?2. Objectives and Task Method: This is the most appropriate ad budget method for any company. It is a scientific method to set advertising budget.
Which method of setting an advertising budget uses a certain percentage of current or Foretasted sales?Percentage of sales method
The percentage-of-sales method follows the idea that a certain percentage of sales revenue should be allocated to promotional expenses. The percentage-of-sales method allocates a percentage of current or forecasted sales to the promotional budget.
Which method of setting an advertising budget is based on analyzing competitors spending?In the competitive-parity method, the method of allocating an advertising budget is based on matching the activity of a major competitor. Thus, the promotional budget or advertising budget is based on the sum of money spent by competitors or similar companies in the same industry.
Which of the following factors is an important consideration when setting an advertising budget?So, ensuring that the budget is in line with promotional and marketing objectives is a key factor. Several factors to consider in determining an advertising budget are: Marketing goals. Target audience.
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