Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts, learning, and persuasion?
Question 1 options:
Which of the following best describes a communication activity that includes elements such as coupons, point-of-purchase savings, sweepstakes, rebates, and free samples?
Question 2 options:
Which of the following is the advantage of public relations?
Question 3 options:
The message is very unlikely to damage a company’s reputation.
The sponsoring company has full control of the message promoted.
The message originates from an unbiased source.
The message is almost always positive.
Which of the following types of informational appeals focuses on the dominant attributes or characteristics of the product or service, or the benefits provided?
Question 4 options:
Competitive advantage appeals
Favorable price appeals
Which of the following approaches to budgeting attempts to spend at levels proportional to the competition’s spending?
Question 5 options:
Which of the following is used to develop an image-oriented advertisement which is used for product categories where it is difficult to establish tangible differential advantages?
Question 6 options:
Competitive advantage appeals
Companies often receive feedback from user groups who form their own electronic clubs who can form a collective opinion and quickly supply information about new or developing products. These electronic clubs are known as:
Question 7 options:
__________ appeals make either a direct or indirect claim of superiority against a targeted or general class of competitors.
Question 8 options:
Product or service popularity
The stage where customers are becoming aware of the product and developing knowledge of the product’s attributes and benefits is known as:
Question 9 options:
Flighting or pulsing can lead to:
Question 10 options:
lower total recall.
higher temporary peak in recall.
higher total recall.
lower temporary recall.
Which of the following is an action-focused marketing event that attempts to get customers to purchase within a limited period of time?
Question 11 options:
Bonus packs which offer larger sizes for the same price as a smaller size are used for:
Question 12 options:
Which of the following is the dominant form of price-oriented promotions?
Question 13 options:
Which of the following is the largest part of the advertising/promotion budget?
Question 14 options:
Consumer-oriented price promotions
Consumer-oriented product promotions
Which of the following best describes off invoice allowance?
Question 15 options:
Offering channel members below-market interest rates
Offering channel members a discount on orders for a fixed period of time
Offering money to help the channel members sell its products
Offering channel members a long period of time before payment is due
Identify the trade promotion that is the most risky for a company.
Question 16 options:
Which of the following types of trade promotion allows the channel member to return unsold merchandise for a full or partial refund, thus reducing the risk of carrying the product?
Question 17 options:
An off-invoice allowance
Most sales promotion money is spent on product categories in which:
Question 18 options:
the cost of producing goods is very high.
decision making is routine.
the product is very costly and exclusive.
the product is highly complicated.
Consumer-oriented promotion gives customers a reason to purchase the product. This process represents:
Question 19 options:
Question 20 Procter & Gamble ran a repeat-purchase-oriented promotion for its Pampers brand of disposable diapers, where parents obtained points from each purchase redeemable for Fisher-Price toys. This is an example of:
Question 20 options: