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Exam 14: Advertising, Sales Promotions, and Personal Selling

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Question 61

Multiple Choice

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A company manufactures bikes.Its advertising schedule runs steadily throughout the year.This is an example of a:

A) flighting advertising schedule.
B) dropping advertising schedule.
C) continuous advertising schedule.
D) skimming advertising schedule.
E) pulsing advertising schedule.

F) D) and E)
G) C) and D)

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Question 62

Multiple Choice

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Which of the following refers to a method of determining a communications budget based on what is left over after other operating costs have been covered?

A) percentage-of-sales method
B) objective-and-task method
C) competitive parity method
D) brand equity method
E) affordable budgeting method

F) A) and E)
G) B) and D)

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Question 63

Multiple Choice

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A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

Which of the following is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future?

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

Blade and Co.uses a champion dirt bike rider to endorse the new bike and pays to have a broadcasting channel air the endorsement.This is an example of:

The medium-print, broadcast, the Internet-that carries messages is called:

Occasions manufactures greeting cards.It works with Origs, a creative agency.Origs develops ads for the company.Origs is the:

Explain the concept of sales promotions.

Heads International manufactures helmets.It has made an advertisement featuring its products.After the ad has run its course, the company tries to understand how the ad influenced customer perceptions and whether it generated awareness.It also tests whether any purchasing actions have been stimulated by the advertisement.This is an example of:

An ethical appeal helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues.

Which of the following is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product?

Explain the three components that constitute an IMC strategy.

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

A company that manufactures office stationery launches a campaign to fund the education of needy children.A small percentage of customer billing is used to contribute to this fund.This is an example of:

Explain the benefits that direct marketing offers to sellers.

A company that manufactures computers wants to project its products' advantages.It uses broadcasting media to reach customers.It pays a fee to a broadcasting channel to feature its product.The aim of the company is to persuade customers to buy its computers.This is an example of:

A company that manufactures cars advertises the safety features in the car, the mileage, speed, and the added accessories available with the car.This is an example of:

Which of the following schedules runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising?