Chapter 12

Which promotion tool offers short-term incentives to encourage the purchase or sale of a product or service?

• Advertising

• Sales promotion

• Public relations

• Personal selling

The promotional tool that results in the most credible and believable message is:

• Advertising

• Personal selling

• Public relations

• Direct Marketing

A _____ strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers will then ask the wholesalers for it, who ultimately ask the producers for it.

• Public relations

• Push

• Pull

• Partner

LED televisions are relatively new products on the market. There are not many competitors and many consumers are not aware of the benefits that come along with the high price tag. Which type of advertising would be appropriate at this stage?

• Reminder advertising

• Informative advertising

• Persuasive advertising

• Comparative advertising

The most logical method of setting a promotion budget is the ______ method, whereby the company sets its budget on what it wants to accomplish with the promotion.

• Objective-and-task

• Percentage-of-sales

• Affordable

• Competitive-parity

An ad shows how a college student uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used?

• Fantasy

• Lifestyle

• Slice-of-life

• Technical expertise

The measure of how many times the average person in the target market is exposed to the message is called:

• Reach

• Frequency

• Impact

• Exposures

You want an advertising medium that offers high audience selectivity, flexibility, no ad

competition within the same medium, and allows personalization. Which medium would be best?

• Direct mail

• Newspapers

• Magazines

• Television

Public relations departments may perform all of the following functions EXCEPT:

• Investor relations

• Lobbying

• Product publicity

• Product advertising