marketing 3040 - chapter 16

Which form of consumer trade promotion involves the free distribution of small amounts of product in an attempt to obtain future sales?

sampling

Which form of publicity is when a company spends money to support an issue, cause, or event not organized by the company itself?

sponsorship

Which advertising medium offers the largest reach and has a high audio-visual impact but is very expensive and messages can be easily forgotten?

television

Which form of trade sales promotion involves price reductions offered to wholesalers and retailers that purchase or promote specific products?

trade allowances

Which type of advertising directly compares two or more brands on specific attributes?

comparative

Which form of publicity is a strategy that involves getting a company's product to appear in entertainment or news media?

product placement

Which type of advertising appeal tells consumers the product will either save, make, or keep them from losing money?

profit

Which type of media schedule runs ads steadily and also boosts ads during the best sale periods?

pulsing

Which form of trade sales promotion involves bonuses for wholesalers, retailers, or salespeople who hit certain sales targets?

push money

Which form of consumer trade promotion involves money paid back to the consumer when they provide proof of purchase?

refunds or rebates

_____, are simply features of a product, _____ are what the consumer will receive by using the product.

attributes, benefits

Which type of advertising is designed to influence demand for a specific brand?

competitive

Which type of media schedule runs ads steadily throughout the advertising period?

continuous

Which type of advertising appeal tells consumers the product will make their life simpler and easier?

convenience

Which form of publicity involves events created by the company that are available either in-person or online?

experimental marketing

Which type of media schedule utilizes "on" and "off" times for the ad based on the best sales periods?

flighted

Which media selection consideration relates to the number of times an individual is exposed to a given ad in a specified period?

frequency

Which type of advertising is designed to enhance a company's image rather than to promote a particular product?

institutional

Which media selection consideration relates to how long a consumer is exposed to a given ad?

lifespan

Which advertising medium offers geographic selectivity and allows for frequent repetition but allows for only short messages and seldom attracts the reader's attention?

outdoor

Which of the following are true about the effects of advertising on market share?

1. A certain minimum level of exposure is required to affect purchase habits. 2. Advertising helps establish brand awareness.

Which advertising medium offers selective targeting and long life but has long lead times and high cost?

magazines

advertising is ___, ____, communication through various mass media.

paid, non-personal

Which type of advertising is intended to stimulate demand for a new product or category?

pioneering

Which form of consumer trade promotion involves offering an extra item in exchange for proof of purchase?

premiums

Which media selection consideration relates to the number of customers who are exposed to the ad at least once during a specified period?

reach