Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that is imported into the United States from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure were delivered to consumers' doors via the Sunday newspaper. In addition to the coupon, what type of sales promotion was used here?

Advertising agency Fallon Worldwide has a philosophy its management describes as "________ as a business model."

Some studies show that ________ are superior to other advertising strategies.

Bridgestone uses ________ institutional ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

What is a product placement? Give an example.

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

A reminder ad

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 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Nontraditional advertising options found in airports, health clubs, and theaters are called

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

One disadvantage of using directories as an advertising medium is that

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers, which are referred to as

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a

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 using radio ads or newspaper ads. Which of these is an advantage of radio relative to newspapers as a medium for achieving the objective?

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. With recent growth in the natural gas industry, the timing is right for this company's success, but it must use ________ advertising so oil companies will know of its product's existence.

Identify the three different approaches used to schedule advertising.

Consumer-oriented sales promotions are

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

The purpose of pioneering institutional advertisements is to