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