Exam 11: Additional Pricing Considerations

Persuasive advertising becomes comparative advertising,also known as ________,when a company directly or indirectly compares its brand with one or more other brands.

Soaring media costs,focused target marketing strategies and the growing array of new media have increased the importance of ________.

The copy is the main block of text in a print advertisement.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background and the headline reads,'The latest development in time travel'.This is an example of what type of execution style?

Public relations seeks to build goodwill with all the organisation's various publics.Public groups that represent potential targets for the company's PR messages are likely to include local communities,news media,legislators and government and shareholders.

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?

________ advertising is used heavily when introducing a new product category as a means of building primary demand.In contrast,________ advertising becomes more important as competition increases.

Which of the five major promotion tools is concerned with building up a positive corporate image and handling unfavourable rumours,stories and events?

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

A large national producer of all-natural hair care and beauty products,is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

The media planner looks both at the total cost of using a medium and at the ________.

A company decides on its promotion budget by using four common methods to set the total budget for advertising.What is NOT one of these methods?

When Proctor & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.What type of campaign was most likely used by Proctor & Gamble for the Mr.Clean Magic Eraser to introduce the new product to the market?

________ ________ is typically the company's most expensive promotional tool.

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Which promotional tool is most effective in building up buyers' preferences,convictions and,most importantly,actions?

Which of the following criteria should be evident in a successful advertising appeal?

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement?