TEST 4
List examples of sales promotion....
-free samples -games -rebates -sweepstakes -contests -premiums -coupons
Advertising agencies typically receive a ______________.
15 percent commission paid by the media from which it makes purchases
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed _______ words because most announcers cannot articulate words into understandable messages at faster rates.
150
is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media.
Advertising
-should be stated clearly, precisely, and in measurable terms -should contain benchmarks and specify a time frame -should indicate how far the advertiser wishes to move from these standards -can be defined on the basis of sales and communications
Advertising objective
Promotes a company's position on a public issue
Advocacy advertising
A major part of most advertisements, consists of the illustration and the layout.
Artwork
The 150 word limit illustrates the ________ consideration in effective communication.
Channel capacity
attempts to stimulate demand for a specific brand
Competitive Advertising
During which stage of the product life cycle is pioneer advertising most appropriate?
Introductory
What assumption does breakeven analysis make that limits its overall usefulness?
It relies on demand for a product being inelastic
Buyers who focus on purchasing products that signify prominence and status.
Prestige-sensitive buyers
is the strategic location of products within entertainment media content.
Product placement
________ can assist salespeople in finding likely sales prospects.
Promotion
Activity of material that acts as a direct inducement.
Sales promotion
this act prohibits price fixing among firms in an industry.
The Sherman Antitrust act
The most effective communication for Personal Services Products.
Word of mouth
Research has found that ________ can also bring about economic growth.
advertising
The basic issues or selling points that an advertiser wants to include in an advertising campaign.
advertising platform
Communication can be viewed as a ________ process because during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
circular
The verbal portion of an advertisement, including headlines, body, and signature.
copy
Effective management of integrated marketing communications is based upon information about __________.
customers
A producer that sells similar products through different channels under different brand names.
dual distribution
Promotion tends to capitalize on ....
existing needs
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, this is attempting to influence one's need for ________.
love and affection
An evaluation preformed before an advertising campaign begins.
pretest
the demand for a product category.
primary demand
To gain maximum benefit from promotional efforts, marketers must strive to ....
properly plan, implement, coordinate, and control communications
Is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.
public relations
The use of _______________ may require heavy expenditures for advertising and sales promotion.
pull policy
The three general types of media schedules are...
pulsing, continuous, and fighting
An ad's headline is designed to attract readers' attention and develop interest so that they will ________.
read the entire advertisement.
Factors such as a climate, seasons, and holidays tend to lead to the promotional objective of ____________.
reducing sales fluctuations
Running a big sale in order to generate enough cash flow to pay creditors is typical in a situation in which a firm's primary pricing objective is _________.
survival
