Marketing 330 Test #4

percentage-of-sales; objective-and-task

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.

True

True or False. Radio copy should consist of short, familiar terms.

a 15% commission paid by the media from which it makes purchases

Advertising agencies typically receive

Credibility

Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of

has some flaws, and it pervades our daily lives.

The two main reasons for criticism of promotional activities are that promotion

Copy

The verbal portion of an advertisement, including headlines, body, and signature, is called the

facilitate reseller support.

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to

True

True or False. A feature article is longer than a news release and is written for a particular publication.

False

True or False. A news story about a product is an example of sales promotion.

True

True or False. Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

False

True or False. If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

True

True or False. Marketers spend more on sales promotion than on advertising, and sales promotion appears to be a faster-growing area than advertising.

True

True or False. Product advertising is often used to stimulate demand directly.

True

True or False. Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

False

True or False. Salespeople's perception of brand advertising is negatively related to their effort and performance.

False

True or False. Wholesalers do not engage in selling to reseller, government, or institutional users.

webrooming

When consumers research products online and then go to an actual store to make their purchase, the practice is known as

The message content affects the types of media used for an advertising campaign.

Which of the following statements applies to media planning?

Location

Zoe is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time?

Advertising

_____________ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.