Question 1

___________________ is a reason for Coke to invest in promotion.

Accepted Answer

A)   To maintain brand loyalty
B)   To reduce the tendency to switch to other brands
C)   To maintain corporate identity
D)   To encourage brand switching from competitor's customers
E)   All of the above are good reasons for Coke to promoteF) B) and C)
G) C) and D)

Question 2

Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Accepted Answer

A) True 
 B)False

Question 3

The _____________ is placed into some channel or medium so that it can make its way to the intended receiver.

Accepted Answer

A)   Noise
B)   Sender
C)   Message
D)   Spokesperson
E)   MediaF) A) and B)
G) B) and C)

Question 4

Promotion should be viewed as a _____________________.

Accepted Answer

A)   Cost
B)   Liability
C)   Investment
D)   Waste of money
E)   Necessary evil of doing businessF) C) and D)
G) B) and E)

Question 5

A ____________ appeal centers on benefits an offering can provide to a customer.

Accepted Answer

A)   Fantasy
B)   Rational
C)   Desire
D)   Lifestyle
E)   Slice of lifeF) A) and B)
G) A) and C)

Question 6

_____________________ is not one of the three principal types of product advertising discussed in your text.

Accepted Answer

A)   Pioneering advertising
B)   Competitive advertising
C)   Institutional advertising
D)   Comparative advertising
E)   All of the above are product advertisingF) D) and E)
G) B) and E)

Question 7

A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the ______________ method.

Accepted Answer

A)   Objective-and-task method
B)   Percent-of-sales method
C)   Desire and action method
D)   Comparative parity method
E)   All-you-can-afford method.F) A) and C)
G) A) and B)

Question 8

There is one universal execution appeal that works on every target market.

Accepted Answer

A) True 
 B)False

Question 9

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full service shops.

Accepted Answer

A) True 
 B)False

Question 10

List the pros and cons of appropriate metrics to judge the success of a promotional campaign.

Accepted Answer

In a personal selling situation, the pot...

Question 11

Describe the Pros and Cons of Individual Promotion Mix Elements with advertising, sales promotion, personal selling, and direct and interactive marketing .

Accepted Answer

The answer of Describe the Pros and Cons of Individual...

Question 12

Using scientific evidence in a comparative ad is an example of _______________________.

Accepted Answer

A)   Fantasy appeal
B)   Endorsement appeal
C)   Humor appeal
D)   Research based appeal
E)   Slice of life appealF) C) and D)
G) All of the above

Exam 17: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full service shops.

Correct Answer
verified

There is one universal execution appeal that works on every target market.

Correct Answer
verified

A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the ______________ method.

Correct Answer
verified

Describe the Pros and Cons of Individual Promotion Mix Elements with advertising, sales promotion, personal selling, and direct and interactive marketing .

Correct Answer
verified

Using scientific evidence in a comparative ad is an example of _______________________.

Correct Answer
verified

Promotion should be viewed as a _____________________.

Correct Answer
verified

___________________ is a reason for Coke to invest in promotion.

Correct Answer
verified

A ____________ appeal centers on benefits an offering can provide to a customer.

Correct Answer
verified

List the pros and cons of appropriate metrics to judge the success of a promotional campaign.

Correct Answer
verified
In a personal selling situation, the pot...
View Answer

_____________________ is not one of the three principal types of product advertising discussed in your text.

Correct Answer
verified

The _____________ is placed into some channel or medium so that it can make its way to the intended receiver.

Correct Answer
verified

Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Correct Answer
verified

Exam 17: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full service shops.

Correct AnswerverifiedShow Answer

There is one universal execution appeal that works on every target market.

Correct AnswerverifiedShow Answer

A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the ______________ method.

Correct AnswerverifiedShow Answer

Describe the Pros and Cons of Individual Promotion Mix Elements with advertising, sales promotion, personal selling, and direct and interactive marketing .

Correct AnswerverifiedShow Answer

Using scientific evidence in a comparative ad is an example of _______________________.

Correct AnswerverifiedShow Answer

Promotion should be viewed as a _____________________.

Correct AnswerverifiedShow Answer

___________________ is a reason for Coke to invest in promotion.

Correct AnswerverifiedShow Answer

A ____________ appeal centers on benefits an offering can provide to a customer.

Correct AnswerverifiedShow Answer

List the pros and cons of appropriate metrics to judge the success of a promotional campaign.

Correct AnswerverifiedIn a personal selling situation, the pot...View AnswerShow Answer

_____________________ is not one of the three principal types of product advertising discussed in your text.

Correct AnswerverifiedShow Answer

The _____________ is placed into some channel or medium so that it can make its way to the intended receiver.

Correct AnswerverifiedShow Answer

Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In a personal selling situation, the pot...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified