Exam 3: Pricing and Promotion Strategy

The best estimate of a property's market value can be found by averaging the prices at which comparable properties have sold.

Media planners use a measure called ___ to help them compare the reach and frequency effectiveness of alternative advertising configurations.

___ refers to the extent to which customers recognize a product.

Public housing is an example of a positive neighborhood factor in price strategy.

Which are some common goals that can be identified in goal selection?

In marketing, the term ___ refers to the key mental associations the marketer wants to make with the focal product.

What are the factors that influence the price of residential real estate?

A ___ is essentially a document showing what ad is placed in what media, when will the ad be released, and at what cost.

Mass-media communications are used in the early stages of the marketing communication campaign to generate awareness and create a positive attitude of the product.

___ strategy refers to decisions about message and media selection.

___ strategy involves methods used for real estate appraisals.

The ___ method to pricing real estate focuses on the actual costs expended to build the appraised property and is commonly used by builders in both residential and commercial real estate.

___ decisions in real estate marketing are all about what to say in promotional materials and why.

Reach is a performance measure that captures the extent to which the media vehicles selected in the media schedule are likely to 'reach' the target audience-that is, present an opportunity for the target audience to be exposed to the ad embedded in the media vehicle.

Appealing to prospective customers by emphasizing results is an example of positioning by aspect of the firm.

During ___, marketers select the core message of a promotion, or how the product should be positioned in the audience's minds.

Research has shown that promoting real estate through television alone is the most cost effective way of reaching prospective buyers.

Positioning in marketing is often reflected in a product or service's ___.

Which of the following is an example of public relations marketing communication?

Interpersonal communication in real estate development is most effective when the selling agent has one or more of the following characteristics: referent power, expert power, legitimate power, and reward power.