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Testing ad effectiveness can be done before and/or after the campaign.

A) True
B) False

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Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through the distribution channel.

A) True
B) False

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Marketing managers use experiential marketing as a means of developing public relations.

A) True
B) False

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A(n) _____ is the channel used to convey a message to a target market.​


A) medium
B) ​product network
C) ​attribute
D) appeal

E) B) and C)
F) A) and B)

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_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.​


A) Institutional advertising
B) ​Pioneering advertising
C) ​Competitive advertising
D) Comparative advertising

E) All of the above
F) A) and B)

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Which of the following is a similarity between trade sales promotion and consumer sales promotion?


A) Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B) Both focus on providing push money and trade allowance to loyal consumers.
C) Both aim to increase sales by using point-of-purchase display.
D) Both aim to segment a market based on its characteristics.

E) C) and D)
F) A) and B)

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Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that LEDs last longer,consume lesser energy,and need to be replaced fewer number of times than CFLs.In this case,what kind of appeal is used by these ads?


A) Admiration
B) Vanity and egotism
C) Health
D) Profit

E) B) and C)
F) A) and B)

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Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.

A) True
B) False

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Corporations often use advocacy advertising to express their views on controversial issues.

A) True
B) False

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The advertising response function helps marketers:


A) create ads that will be noticed by consumers each time the ad runs.
B) use their advertising budgets wisely.
C) calculate the break-even points for each product being advertised.
D) determine the reach and frequency of a specific medium

E) All of the above
F) A) and C)

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__________is the cost of reaching one member of the target market.

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Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:


A) advertising.
B) franchising.
C) personal selling.
D) nonstore retailing.

E) C) and D)
F) A) and D)

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If an advertiser wants to enhance the sales of a specific good or service,__________advertising should be used.

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Explain the importance of media planning in advertising.

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A major decision for advertisers is the ...

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