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Marketing Principles
Exam 4
| Question | Answer |
|---|---|
| the functioning of informing, persuading and influencing the consumer's purchase decision | promotion |
| the ________ is at the heart of integrated marketing communications | customer |
| in the AIDA concept, the D means: | desire |
| sam just received a free trial sample of a bath soap. this is an example of: | direct sampling |
| the AIDA concept refers to the steps in: | making a purchase decision |
| the group of people to whom a television ad is directed would be, in terms of the communication process, the: | audience, receiver |
| the ideal form of promotion for large, geographically dispersed audiences that will listen to the same message is: | advertising |
| ________ is a promotional tool that is generally free, although companies have very limited control over the good or bad company information given by the press or electronic media | publicity |
| guerrilla marketing can be best described as: | unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways |
| the tostitos BCS national championship game will feature the top two college football teams competing for the national title. the tostitos brand name is included in the event's name because frito-lay, the manufacturer, paid for: | a sponsorship |
| a _____ is a promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel | pulling strategy |
| an effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand would be | pushing strategy |
| setting aside a specified percentage of sales for promotional mix expenses -- either based on past records or projected for the future -- is known as _______ budgeting | promotional |
| public service announcement | advertisement aimed at achieving socially oriented objectives by focusing on causes and charitable organizations that are included in print and electronic media without charge |
| when a firm engages in nonpersonal selling of a product or service it is known as: | product advertising |
| the american heart association runs ads in major magazines promoting its mission and successes. these ads are examples of __________ advertising. | institutional |
| the type of advertising that seeks to develop initial demand for a newly introduced good, services, organization, person, place, idea, or cause is known as ____________ advertising | informative |
Created by:
cierra.dixon