Advertising Chapter 6 Review

Most consumers are bombarded with thousands of promotional messages daily, and the majority of the messages make an impact with the target market.

• True

• False

A business that sells a product that is used by more than one target market may use different promotional mixes for each target market.

• True

• False

When a product hits the maturity stage, advertising is a useful way to remind customers about the product and to help maintain market share.

• True

• False

Responding to unfavorable publicity or a negative event is a part of the public relations function, and businesses have been known to spend millions of dollars to counteract negative publicity.

• True

• False

The cost of public relations is relatively inexpensive compared to advertising.

• True

• False

Sales promotions are not used to get consumers to try new products.

• True

• False

Sales promotions rarely strengthen sales and brand loyalty in the long run.

• True

• False

An endorsement, which is a public expression of support for a product or a service, is only effective when given by well-known celebrities.

• True

• False

Catalogs, telemarketing, door-to-door sales, and e-mail are all best described as direct marketing techniques.

• True

• False

Consumers who can see, taste, or feel the merchandise, especially in a retail setting, are more likely to make a purchase.

• True

• False