Advertising And Sales Promotion
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Advertising And Sales Promotion
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25 Questions

1. A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
2. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the most correct statement.)
3. Consumer survey conducted throughout ad campaign is known as
4. The central theme of media planning is _____________
5. For many years mass-media advertising was king among promotion variables. today, this form of advertising appears to be giving way to:
6. After determining its advertising objectives, a company next sets its ____________ for each product.
7. Advertising research tries to avoid ________ads
8. Advertising is considered as a ______________form of communication
9. ___________________ is used heavily when introducing a new product category.
10. ___________ fill the communication gap between manufactures and consumers
11. The sense of attraction created by an ad is known as ___________
12. The strategy that encourages dealers and distributors to sell a product is known as
13. The shift from ________________________ has had a dramatic impact on marketing communications.
14. The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
15. If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
16. IMC, as presented in the text and in context with promotion, stands for:
17. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
18. Which of the following major promotional tools use press relations, product Publicity, corporate communications, lobbying, and public service to communicate Information?
19. Current trends in communications and promotions indicate that companies are doing less:
20. The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
21. If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
22. Evaluation conducted after the transmission of an ad is known as
23. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
24. Keeping consumers thinking about the product is the objective for which type of advertising ?
25. Which of the following promotional tools is thought to be the most expensive to use?

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