MKT 300 Exam 4 (16-32)

When ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in

Cause-related marketing

Product placement in television shows is becoming increasingly important due to

Consumers Greater ability to screen advertisements

Recognition and recall tests are posttest methods based on

Customer Recognition

By promoting the fact that avocados are good for you and can be used to make tasty snacks, the California Avocado Grower's Exchange attempted to stimulate

Demand for their product

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

Encourage Product Trial (Promotional)

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)

Lifestyle Shopping Center

Category killers compete primarily on the basis of

Low prices and enormous product availability

Anything that reduces the accuracy and clarity of communication is called

Noise (Interference in communication)

The selling of merchandise in machines is generally called

Non-store Retailing (Vending)

Communication through the use of annual reports, event sponsorships, and news stories is referred to as

Public Relations

When Hershey introduced Hershey's Cookie Layer Crunch, it promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ________________________________ policy.

Pull

A major benefit of using event sponsorship is that it

Raise brand exposure and awareness

Sofia is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sofia is the ______________________________________ and Wendy's is the __________________________ of this communication.

Receiver, Source

_______ is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use.

Retailing

Toastie's offers customers a card that allows them to have a free sandwich or wrap for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Retaining Existing Customers

The two major types of product advertising are

pioneer and competitive