Marketing 4
_ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.
Advertising
The verbal portion of adviertisment, including headlines, body, and signature is called
B. Copy
Which of the following statements applies to media planing
B. The message content affects the types of media used for an advertising campaign
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
Credibibility
Advertising companies usually receive
E. A 15 percent commission paid by the media from which it makes purchases
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
Facilitate reseller support
A news story about a product is an example of promotion
False
If a restaurant known for its delicious food and fun entertainment , does not serve alcohol its displaying advocacy advertising
False
Salespersons perception of brand advertising is negatively related to their effort and performance
False
Wholesalers do not engage in selling to reseller, government
False
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?
Time
A feature article is longer than a new realese and is written for a specific publication
True
Buzz marketing is an attempt incite publicity and public excitement surrounding a product through a creative event
True
Marketers spend more on sales promotion than on advertising, and sales promotion appears to be a faster-growing area than advertising.
True
Product advertising is often used to stimulate demand directly
True
Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.
True
Radio copy should consist of short , familiar terms
True
The two main reasons for criticism of promotional activities are that promotion
has some flaws, and it pervades our daily lives.
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.
percentage of sales , objective and task
When consumers research products online and then go to an actual store to make their purchase, the practice is known as
web rooming
