Marketing 4.01, 4.02, 4.04

Why are promotional media such as newspapers and television referred to as mass media?

• They can direct promotions to a specific audience.
• They try to meet the needs of many businesses.
• They reach a lot of people at the same time.
• They try to meet the needs of many businesses.

What is an example of out-of-homemedia?

• A poster on the wall of a subway station
• An eye-appealing card placed in a mailbox
• A calendar imprinted with a company's name
• An electrical sign located in a high-traffic area

Which of the following is a print promotional medium:

• Television

• Participation show

• Shoppers' guide

• Radio

Which of the following would be used to promote special sales events only to customers who live in a specific location:

• Specialty advertising

• Suburban newspapers

• Radio spots

• Utility direct mail

Which of the following advertising media offers the easiest means to evaluate the effectiveness of an advertisement:

• Radio

• Newspaper

• Direct mail

• Television

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben received a$50 check from the telephone manufacturer.What type of sales-promotion technique was used?

• Warranty
• Coupon
• Sweepstakes
• Rebate

What is a common communications channel used in public relations?

• Billboards
• Trade shows
• Product displays
• Press releases

What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?

• Press releases, online social networks, and print advertisements
• Newsletters, annual report, and the company's website
• News conferences, consumer blogs, and employee manuals.
• Policy manuals, commercials, and sponsorships

A primary benefit that magazine advertising offers is the ability to

• deliver a low-cost message.
• target a group of individuals interested in specialized content.
• get an ad published at the last minute.
• reach almost all homes throughout the United States.

The reason for using certain communications channels, such as coupons, in sales promotion is to

• Create long-term demand

• Generate an immediate response

• Persuade customers to remain loyal

• Advertise a new product