Exam 11: Additional Pricing Considerations

The promotional tool that is especially effective in building up buyers' preferences,convictions and actions is ________ ________.

Business-to-consumer companies are more likely to emphasise a ________ promotion strategy,while business-to-business companies are more likely to emphasise a ________ promotion strategy.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following does NOT benefit from this shift?

When McDonalds uses Ronald to represent its products,which type of execution style is being used?

In selecting media vehicles,the planner must balance media costs against several media effectiveness factors.First,the planner should evaluate the media vehicle's ________.

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Which promotional mix strategy directs marketing efforts toward market channel members?

You are looking to advertise your new product and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

Which of the following functions is LEAST likely to be performed by a public relations department?

Integrated marketing communication is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear,________ and compelling message about the organisation and its products.

For products that need to be demonstrated,messages on the medium of ________ may have more impact.

Advertisers have become pretty good at measuring advertising's effects.

After determining its advertising objectives,the company's next step in developing an advertising program is to ________.

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand is known as a ________ strategy.

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

A consequence of the rise of new media is that many companies are now doing less broadcasting and more ________.

In the process of developing the advertising strategy,decisions about ________ are likely to be more important than decisions about the creative elements of the campaign.

In the 'chaos scenario' predicted by some advertising industry experts,the old mass-media communications model will be abandoned in favour of ________.