Marketing- chapter 15

any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor is referred to as _______.
advertising
advertisements basically consist of two types: _______ and ______.
product; institutional
product advertisements refer to advertisements that focus on
selling a product or service
advertisements that focus on selling a product or service and take three forms — pioneering (or informational), competitive (or persuasive), and reminder—-are referred to as
product advertisements
product advertisements focus on selling
a product or service
the three primary types of product advertisement are
pioneering, competitive, and reminder
a pioneering (or informational) ad
tells people what a product is, what it can do, and where it can be found
another name for pioneering advertising is
informational advertising
pioneering advertisements most likely be used during which stage of the product life cycle?
introduction
the primary purpose of a pioneering product advertisement is to
tell people what a product is, what it can do, and where it can be found
the key objective of a pioneering ad is to
inform the target market
informational ads, particularly those with specific information, have been found to be interesting, convincing, and
effective
A recent Verizon “share everything” ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do. This ad is an example of a _______ advertisement
pioneering
Advertising that promotes a specific brand’s features and benefits is referred to as _______ advertising
competitive
A competitive (or persuasive) ad
promotes a specific brand’s features and benefits
The primary purpose of a competitive advertisement is to
promote a specific brand’s and benefits
The ket objective of competitive advertising is to
persuade the target market to select the firm’s brand rather than that of a competitor
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisements
competitive
Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements
comparative
a comparative ad
shows one brand’s strengths relative to those of competitors
Which of the following statements about comparative advertising is most accurate?
comparative advertisements attract more consumer attention for the advertiser’s brand
Which of the following statements about comparative advertising is most accurate? cont
comparative advertisements increase the perceived quality of the advisor’s brand
studies indicate that comparative ads attract more attention and increase the perceives quality of the advisor’s brand although their impact may vary by product, message content, and audience _______
gender
Which of the following statements about comparative advertising is true?
comparative advertisements need market research to provide legal support for their claims
An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ______ advertising
comparative
Advertisements that reinforce previous knowledge of a product are referred to was ____ advertisements
reminder
A reminder ad
reinforces previous knowledge of a product
The paupers of a reminder ad is to
reinforce previous knowledge of a product
Reminder advertisements are especially effective for products in which stage of their product life?
maturity
An ad for Campbell’s soup reads “We haven’t changed that great taste your family’s always loved” This is an example of _______ advertising
reminder
Reinforcement ads are reminder ads that
assure current users they made the correct choice in choosing the product
A reinforcement ad
assures current users they made the right choice
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ______ advertisements.
institutional
The objective of institutional advertisements is to _______ rather than promote a specific product or service
build goodwill or an image for an organization
______ advertising is often used to support the public relations plan or counter adverse publicity
institutional
There are four commonly used forms of institutional advertising: _____, pioneering, competitive, and reminder
advocacy
The purpose of an advocacy advertisement is to
state the position of a company or an issue
When the Lorillard Tobacco Company places ads discouraging teenagers form smoking, the firm is using which type of advertising
advocacy
The point of pioneering institutional advertisements is to
inform people what a company is, what it can do, and where it is located
The purpose of competitive institutional advertisements is to
promote the advantages of one product class over another
America’s dairy farmers and milk processors use the “Got Milk?” campaign to increase demand for milk relative to other beverages. This campaign would consist of _____ ads.
competitive institutional
The state of Florida Department of Citrus developed the “To Your Health” campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a ______ advertisement.
competitive institutional
The first decision in developing an advertising program is to
identify the target audience
When developing the advertising program, specifying _____ helps advertisers with other choices in the process such as selecting media and evaluating a campaign
advertising objectives
In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2012, the cost had soared to $3.5 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that
the number of TV viewers for the Super Bowl is growing.
The __________ ad for Doritos showing a grandmother who launched a baby wearing a sling to grad a bag of the chips was rated the best ad for the most recent Super Bowl.
consumer-generated
An advertising message usually focuses on the __________ that is/are important to a prospective buyer in making trial and adoption decisions.
key benefits of the product
Most advertising messages are made up of two elements, which are
informational and persuasional.
Information and persuasive content can be combined to form
sex, fear, and humor appeals.
The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) _________.
fear appeal
Which of the following is an important guideline when using a fear appeal?
Don’t make the appeal so strong that consumers want to “tune out” the advertisement.
A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use _________.
fear appeals
Life insurance companies like Prudential attempt to appeal to a person’s sense of “Don’t wait until it’s too late.” They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a _________.
fear appeal
A political ad that incorporates a fear appeal would most likely be expressed as
warnings against the rise of other unpopular ideologies.
When the office of National Drug Control Policy ran an ad with the headline, “Marijuana Harmless? Didn’t see the merging truck.”, it was using which type of ad appeal?
fear
An ad for Conesco Insurance asks the question, “How long will you wait to start planning for long-term care?” The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.
fear
The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.
sex appeal
Which of the following statements describes a potential problem with using sex appeals in advertising?
An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
While many commercials that use sex appeals gain the attention of the audience, they
do not always lead to changes in consumers’ recall, recognition, or purchase intent.
When Bebe, a contemporary women’s clothing store, uses seductive imagery in its advertising, it is using which type of advertising appeal?
sex
The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors’ offerings is referred to as a(n) _________.
humorous appeal
While many commercials that use humorous appeals gain the attention of the audience, they
-wear out quickly, boring the consumer.
-may lose their effectiveness in varying degrees if used in a global campaign.
The means by which an advertising message is communicated to the target audience is through
advertising media.
The decision on media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and __________.
the costs of alternative media
All of the following are factors used to select a particular medium for an advertisement EXCEPT:
the message content.
Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
costs
The number of different people or households exposed to an advertisement is referred to as
reach
The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town’s consumers. Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?
reach
The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.
rating
In television or radio advertising, a rating refers to
the percentage of households in a market that are tuned to a particular television or radio station.
A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 P.M. to 10:00 P.M. time period during the November “sweeps” period. What would be the movie’s rating?
20
Frequency refers to
the average number of times a person in the target audience is exposed to an advertisement
The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with
frequency
Gross rating points (GRP) are determined by the formula
reach multiplied by frequency
With respect to advertising, CPM is defined as
the cost of reaching 1000 individuals or households with the advertising message in a given medium
One of the most common measures in advertising is
cost per thousand impressions
One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:
CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s).
If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000 what would your CPM be?
$2.00
One of the advantages associated with television as an advertising medium is that it
-can reach extremely large audiences.
-can use pictures, print, sound, and motion
-can target specific audiences
One of the disadvantages associated with television as an advertising medium is that it
-has a short exposure time
-is very expensive to prepare and run ads
-cannot be used to convey complex messages
Many companies are now opting for commercial time on live events rather than programs that consumers might
watch later on DVR
All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:
industry experts predict that more than 1 billion 3-D televisions will be sold by 2015.
When people outside the target market for the product see a firm’s advertisement, it is referred to as __________.
wasted coverage
One way TV advertising can reduce wasted coverage is to
run the ads on less expensive, narrowly focused, specialized cable and satellite channels
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.
infomercials
One of the advantages associated with radio as an advertising medium is that it
-can target specific audiences
-allows ads to be placed quickly
-uses humor, sound, and intimacy effectively
One of the disadvantages associated with radio as an advertising medium is that it
-has a perishable message
-has a short time exposure
-is difficult to convey complex messages
A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
better segmentation capability
One advantage of using magazines as an advertising medium is
-the ability to target specific audiences
-high quality color is available if needed or desired
-a magazine ad has a long life
-the ads can be clipped and saved
-many are available as digital versions of their print counterparts
One disadvantage of using magazines as an advertising medium is
-the long lead-time needed to place an ad
-the relatively high cost
-the infrequent nature of their publication
Recent studies comparing advertising in different media suggest that magazine advertising
is perceived to be more trustworthy, inspirational, and engaging than other media
All of the following statements are true about magazines EXCEPT:
most magazines are dropping their print formats to offer only online versions that can be viewed on iPads and other tablet devices and smartphones.
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and reminds them that Trice is the source for all their gift-giving needs?
magazines targeted toward wealthy residents of Milwaukee
One advantage of using newspapers as an advertising medium is
-their ability to cover local markets
-the short lead time for placing an ad
-ads can be clipped and saved
-the relatively low cost
One disadvantage of using newspapers as an advertising medium is
-their short life span
-relatively poor color reproduction
-competition for reader attention with other features in the newspaper
All of the following statements are true about newspapers EXCEPT:
a long lead-time is needed to place an ad in a local newspaper
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of __________.
The Wall Street Journal and USA Today (1.5 million readers)
One advantage of using the yellow pages as an advertising medium is
-they are available 24/7/365
-they have excellent coverage of geographic segments
-they have a long life span/use period
One disadvantage of using the yellow pages as an advertising medium is
-the proliferation of directories in many cities
-they are difficult to keep up to date
-they are facing increasing public concern about the environmental impact of their paper-based print versions
One advantage of using the Internet as an advertising medium is
-it is similar to print advertising since it offers a visual message
-it has video and audio capabilities similar to TV
-internet advertising can use rich media to create interactive ads
-it can use animation to capture attention
-online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication
One disadvantage of using the Internet as an advertising medium is
-the effectiveness of online advertising is still uncertain
-an animation or video can require a long download time due to their file sizes
-online ads don’t often result in a “click,” an action that leads to seeking more information about or purchasing of a product
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________.
rich media
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
click fraud
A form of click fraud is called “PTR,” which is an acronym for
paid-to-read
Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.
clickbots
Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free. This practice is called _________.
webtipping
The most common form of outdoor advertising is/are __________.
billboards
One advantage of using billboards as an advertising medium is
-it is relatively low cost
-it has good reach and frequency
-it has high visibility
Which of the following statements regarding billboards is most accurate?
billboard are a good supplement reinforcement for well-known products
-billboard sites depend on traffic patterns and sight lines
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
transit advertising
Which of the following statements regarding transit advertising is most accurate?
in heavy travel times, when audiences are at the largest, transit advertising is not conducive to reading advertising copy
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.
out-of-home advertising
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors’ offices, health clubs, or theaters, which are referred to as __________.
place-based media
Several hospitals placed signs on the inside door of bathroom stalls in their ladies’ rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.
place-based media
In terms of scheduling advertising, buyer turnover refers to
how often new buyers enter the market to buy a product
In terms of scheduling advertising, purchase frequency refers to
the idea that the more frequently the product is purchased, the less advertising repetition is required
In terms of scheduling advertising, the speed with which buyers fails to recall a brand if advertising is not seen is referred to as
forgetting rate
The three approaches to setting advertising schedules are
continous, fighting, and pulse
A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a
continuous schedule
Continuous scheduling would most likely be used for advertising _________.
bathroom cleaner
A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.
fighting
Flighting schedules would most likely be used for advertising __________.
snowboards
A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a __________.
pulse schedule
Some studies show that __________ are superior to other advertising strategies.
pulsing schedule
Pulse scheduling would most likely be used for advertising __________.
long-stemmed roses
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.
pretests
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.
pretests
In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
portfolio test
Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.
jury tests
A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the __________.
theater test
The most sophisticated form of pretest is the _______.
theater test
A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
full service agency
An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as a(n) __________.
full service
Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are referred to as __________.
limited-service agencies
A limited-service agency refers to
an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as __________.
limited-service agencies
When a company uses a(n) __________, it is using its own advertising staff to provide the advertising services needed by the company.
in-house agency
The company’s own advertising staff, which may provide full services or a limited range of services, is referred to as a(n) __________.
in-house agency
Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________.
posttests
All of the following are examples of posttests EXCEPT:
jury test
There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.
aided call
The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad’s copy, and who read at least half of the ad.
aided recall test
The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad’s copy, and (4) read at least half of the ad.
remember seeing a specific magazine ad
A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.
unaided recall
Which of the following statements about inquiry tests is most accurate?
With inquiry tests, additional product information, product samples, or premiums are offered to an ad’s readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
Which of the following statements about sales tests is most accurate?
Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of
sales test
Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.
$71.9 billion
Consumer-oriented sales promotions refer to
sales tools used to support a company’s advertising and personal selling directed to ultimate consumers.
Sales promotions used to support a company’s advertising and personal selling directed to ultimate consumers are referred to as __________.
consumer-oriented sales promotions
Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company’s __________ and __________.
advertising; personal selling
When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn’t purchased previously. The coupons, contests, and free samples are all examples of __________.
sales promotion
Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.
coupons
For marketers, the primary objective of coupons is to __________.
stimulate demand or encourage trial
All of the following statements are true about coupons EXCEPT:
coupons are often less expensive than the face value of the coupon.
All of the following add to the costs of coupons EXCEPT
customer handling.
Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price
coupons
Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor’s actions is commonly referred to as a __________.
deal
The sign at the entrance to the men’s store reads, “Buy one shirt, get a second shirt of equal or lower value for only one dollar.” Which type of sales promotion is the men’s store is using?
a deal
A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a
premium
What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?
self-liquidating premium
McDonald’s offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal. These FIFA collectibles are an example of a __________.
premium
The radio commercial said, “Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt.” This ad was offering customers a __________.
premium
A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a __________.
contest
Which sales promotion tool is the best match for the growth in consumer (or user)-generated content?
contests
The “Crash the Super Bowl” sales promotion sponsored by PepsiCo, where people submit a 30-second TV ad for a $1 million prize, is an example of a __________.
contest
A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________.
contest
Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
sweepstakes
Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.
an “experience” as the prize
The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ to measure the effectiveness of its ads.
sweepstakes
Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as
samples
Sampling is an appropriate strategy for which type of products?
new products
Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. In this example, Taco Bell used a sales promotion technique called
sampling
Michael Angelo’s Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?
Use a demonstrator hired by the company to prepare the snack in a grocery store and give away cooked, bite-sized portions of the snack to shoppers as they pass by.
A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
a loyalty program
The most popular loyalty programs today are __________ reward programs.
credit card
A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?
a trading stamp program that allows buyers to earn free food after making ten purchases
A sales promotion prominently displayed in a store aisle is called a(n) __________ display.
point-of-purchase
For marketers, the primary objective of a point-of-purchase display is to
increase product trial and provide in-store support for other promotions.
Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.
rebate
The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as __________.
product placement
Product placement refers to
the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
After the release of the movie E.T., sales of Hershey’s Reese’s Pieces soared while Mars, the makers of M&M’S, regretted not permitting its product to be used in the film. This is an example of __________.
product placement
In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx’s service guarantee, saying she will arrive “by 10 A.M. the next business day.” This is an example of __________.
product placement
Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) __________, and (3) training of distributor’s salesforces.
cooperative advertising
Trade promotions refer to
sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers.
Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as
trade-oriented sales promotions.
A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.
merchandise allowance
The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.
merchandise allowance
A discount on each case ordered during a specific period of time is referred to as a
case allowance.
A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.
free goods
A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.
finance allowance
A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.
floor
A trade promotion which compensates retailers that transport orders from the manufacturer’s warehouse is referred to as a __________.
freight allowance
Advertising programs in which a manufacturer pays a percentage of a retailer’s local advertising expense for advertising the manufacturer’s products are referred to as
cooperative advertising programs.
Cooperative advertising refers to
advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of
cooperative advertising.
All of the following statements regarding the training of distributors’ salesforces are true EXCEPT:
the resellers; salesforces are often more sophisticated and knowledgeable about the manufacturer’s products.
Publicity tools refer to
methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as
publicity tools.
All of the following are publicity tools EXCEPT:
contests.
In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.
news release
The objective of a __________ is to inform a newspaper, radio station, or other medium of an idea for a story.
news release
A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?
news release
An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?
news release
A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.
news conference
A news conference is a(n)
an informational meeting to which representatives of the media are invited.
News conferences would most likely be used during which stage of a product’s life cycle?
introduction
When Stephen Elop, President, Microsoft Business Division, launched Office 2010 at an event in New York, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2010, as well as Microsoft Project 2010, for business customers worldwide. This is an example of a ___________.
news conference
A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a __________.
public service announcement
During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time.
public service announcement