MKT 340 Quiz 13

sweepstakes

A form of sales promotion that offers prizes based on a chance drawing of entrants' names, ________ do not require the entrant to complete a task other than buying a ticket or filling out a form.

False

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

product placement

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser

set explicit and measurable objectives for the campaign.

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

because of its high cost, the use of PR has waned in recent years.

All of the following statements about public relations are true except

niche

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

True

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

a public service announcement.

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

push

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Heat Pump is using a ________ promotional strategy.

identify the target audience.

Kyle is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

unique selling proposition.

Neville is trying to create an advertising message that tells consumers how his company's cable and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

is most intense.

Persuasive advertising is often used when competition

prompt repurchase of a product.

Reminder advertising is primarily used to

Online ads.

Sales promotions include all of the following except

a paid form of marketing communication.

The difference between advertising and publicity is that advertising is

False

The three general objectives of advertising are to select, target, and promote.

Get our attention

To get us to remember their ad and the product or brand in the ad, advertisers must first

supports promotional efforts by generating free media attention and goodwill.

Unlike advertising, public relations

False

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

USA Today

Which of the following is the best example of a mass media advertising channel?

Informational

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

Sales promotions

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used in conjunction with advertising or personal selling programs.

Loyalty programs

________ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

Media planning; media mix

________ refers to the process of evaluating and selecting the ________.

Cross-promotion

__________ is when two or more firms join to reach a target audience.