Chapter 9 Quizizz

Identify a true statement about institutional advertising.

• It is selling an idea about the company to consumers.

• It refers to promoting a product that is banned by law.

• It conveys socially relevant messages.

• It must be used only while introducing a new product.

With the ______ method, advertising costs have a consistent relationship to a firm's sales volume and/or profit level.

• units of sales

• percentage of sales or profits

• objective

• executive decision

The _____ method of setting an advertising budget is useful for specialty goods and in situations where outside factors limit the amount of product available.

• units of sales

• percentage of sales or profits

• objective

• executive decision

The most popular method of setting an advertising budget that depends on a manager's experience and intuition is the _____ method.

• units of sales

• percentage of sales or profits

• objective

• executive decision

_____ are long, usually half-hour TV ads that can be effective in helping small firms keep growing and enter markets once dominated by giant competitors.

• Circulars

• Infomercials

• Display ads

• Product placements

The absolute cost of an advertising media is the:

• relationship between the actual cost and the number of consumers a message reaches.

• ratio between the cost of commercial time and the program rating.

• actual expenditure of running an advertisement.

• cost of ad space compared to its circulation.

____ advertising tries to get potential customers to buy a product within a short period of time so that the reaction can be easily measured.

• Subliminal

• Covert

• Direct-marketing

• Immediate-response

____ is the promotional effort made for a product or service in retailing firms, especially at the point of purchase.

• Trading

• Sponsoring

• Merchandising

• Brokering

Marketing activities that include the use of coupons, trading stamps, and samples that stimulate buyer purchasing and dealer effectiveness is incorporated in ____.

• trade promotion

• publicity

• consumer promotion

• merchandising

An electronics store provides discount coupons to its customers when they buy a product. Which marketing activity, other than advertising, does this situation illustrate?

• Distribution

• Publicity

• Merchandising

• Sales promotion