QUESTION If you wanted to remind consumers about the existence of your product, you’d most likely use competitive advertising. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Reminder advertising reminds consumers of the existence of a product. Competitive advertising promotes a product by comparing it more favorably to rival products.
QUESTION Whereas advertising is paid coverage of a product, publicity is unpaid coverage. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: Advertising a product costs money. Publicity, however, is nearly always free.
QUESTION The first promotional priority is to inform people about a product. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: The first promotional priority is to inform people about a product because they won’t buy something they know nothing about.
QUESTION Reach is the average number of times each member of the audience is exposed to an ad. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Reach is the number of people within a given population that your ad will reach at least once. Frequency is the average number of […]
QUESTION Consumers are apt to see publicity as less credible than other forms of promotion. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Because publicity is usually presented in a news format, consumers are apt to see this kind of promotion as more credible than advertising.
QUESTION New media includes online ads, websites, e-direct marketing, and ads on cell phones. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: New media includes online ads, websites, e-direct marketing, and ads on cell phones.
QUESTION Press conferences are sometimes used by PR departments to call media representatives to a press briefing at which they announce new information. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: Some PR departments try to obtain favorable news coverage by holding press conferences, at which they announce new information.
QUESTION Several senior managers are strongly in favor of a penetration pricing policy. Which of the following, if true, strengthens their argument? A) Research reveals that the market is not price sensitive. B) There are significant economies of scale in production. C) Prices could be raised once the introductory period is over. D) The demand […]
QUESTION Multilevel marketing is sometimes associated with fraud and so-called “pyramid schemes.” Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: Multilevel marketing, in which sellers recruit other participants, making money not only on their own sales but on the sales of the people they recruit, is sometimes associated with fraud […]
QUESTION Another high-end fashion designer has refused offers to create a less expensive clothing line, believing that doing so would reduce sales of her most expensive creations. Which of the following approaches is likely to be most effective at addressing her concern? A) creating less expensive versions of dresses but not accessories B) limiting less […]
