Marketing 4.01-4.06

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

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

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)

• Inventory control system

• Double-entry bookkeeping system

• File of employee records

• Marketing-information management system

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.

During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?

• Brand awareness
• Product programming
• Product placement
• Brand identification

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