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Exam 8: Promotional Strategies

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Question 61

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An unaided recall test is a performance metric that

A) requires consumers to recall advertisements with help to stimulate their memory.
B) allows marketers to evaluate personal selling techniques of a sales force.
C) requires consumers to recall advertisements from memory without any clues.
D) allows marketers to measure how often the target market has been exposed to an advertisement.
E) allows marketers to measure the percentage of the target market that has been exposed to a promotional messagE.

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Question 62

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The type of Internet advertising that typically involves offering consumers advertising links to brand content based on what they are searching for is called _____ _____ advertising.

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Question 63

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The public relations tool that provides a forum for the organization to share with its stakeholders what it has achieved over the past year is the _____ _____.

Reminder advertising is most common during which stage of the product life cycle?

A trade sales promotion that typically involves paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product is known as

The biggest disadvantage to radio advertising is that radio ads are _______-only.

The performance metric that is calculated by comparing total revenue to the amount of money spent on advertising is referred to as

Pepsi and Family Dollar,sponsors of the National Football League,have teamed up to offer one lucky winner the chance to win a trip to attend the Super Bowl.No purchase is necessary and contestants can enter either by mail or on the website.This is an example of a contest.

Compare the following forms of advertising to determine which one is an example of narrowcasting.

The _______ approach is typically considered the best of the budgeting methods because it incorporates many of the strengths of the other budgeting methods without falling prey to their weaknesses.

Tristan has been calling on the same customer for years.He handles all of the company's orders and quickly resolves any issues that may come up.On occasion,Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events.Tristan is involved in

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product?

When Norwegian Cruise Lines advertises its cruises on the Travel Channel they are attempting to target a specific audience through _______.

A collection of coordinated advertisements that share a single theme is called

What are some of the tools used in sales promotion?

A premium is a promotional item that is given as an incentive for performing a particular act,typically buying a product.

Desiree is in charge of measuring a print ad's success.She assembles a group of consumers,shows the print ad to them and asks if they remember seeing the ad.Desiree is conducting a(n)

The goal of sales promotion is to

The percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as _______.

One advantage to using magazines as an advertising medium is