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general business data bank




Question;true false 1. One of the A creative brief is an;elaboration of the positioning statement of the brand.;2. One of the advantages of television is that;the large number of ads and nonprogramming material on television creates;clutter that makes it easy for consumers to ignore or forget the ad.;3. Because of the fleeting nature of the;television ad, and the distracting creative elements often found in it;product-related messages and the brand itself can be overlooked.;4. advantages of print ads is that they can;provide dynamic presentations and demonstrations as well as provide much;detailed information.;5. One of the advantages of radio advertising;is its flexibility.;6. Sellers in the United States are legally obligated;to avoid bait-and-switch advertising that attracts buyers under false;pretenses.;7. Media selection is finding the most;cost-effective media to deliver the desired number and types of exposures to;the target audience.;8. The total number of exposures in a;marketing advertising campaign can be expressed in the formula: E = Rx F.;9. The weighted number of exposures;to an advertising campaign is reach times average frequency times average;impact, or WE = R x F x I.;10. Frequency is most important where there are;weak competitors, a complex story to tell, low consumer resistance, or an;infrequent purchase cycle.;11. One of the limitations of;newspapers is their short life span.;12. Advertising in the Yellow Pages offers;excellent local coverage and wide reach at low cost, but also carries high;competition and creative limitations.;13. Place advertising, also called out-of-home;advertising, is a broadly;defined category that captures many different alternative advertising forms.;14. In product placement;advertisements, marketers pay a fee to have their products make cameo;appearances in movies, films, and television shows.;15. ?Branded entertainment? is where editorial;content is produced that reflects favorably on the product or brand.;16. One of the appeals of point-of-purchase;advertisements, as one study suggested, is that the bulk of all buying decisions;are made in the store.;17. Strategically, outdoor advertising;is often more effective at enhancing brand awareness or reinforcing brand image;than creating new brand associations.;When calculating the cost per thousand persons reached by a vehicle, marketers;need to adjust the measure for audience quality and audience-attention;probability.;18. In choosing media, the advertiser;faces both a macroscheduling and a microscheduling problem.;19. Advertisers have the choice of;concentrated, continuous, or episodic when deciding on the advertisements;timing patterns.;20. Most advertisers try to measure;the communication effect of an ad?that is, its potential effect on awareness;knowledge, preference, and sales.;21. Communication-effect research seeks to;determine whether an ad is communicating effectively.;22. Advertising?s sales effect is generally no;more difficult to measure than its communication effect.;23. Researchers try to measure the;sales impact through analyzing historical or experimental data.;24. Sales promotion consists of a collection of;incentive tools, mostly short term, designed to stimulate quicker or greater;purchase of particular products or services by consumers or the trade.;25. Sellers use incentive-type promotions to;attract new triers, to reward loyal customers, and to increase the repurchase;rates of occasional users.;26. Advertising typically builds brand loyalty;and sales promotions can weaken brand loyalty.;27. For consumers, ideally, sales;promotions would have short-run sales impact as well as long-run brand equity;effects.;28. Examples of retailer promotions include;price cuts, feature advertising, retailer coupons, and retailer contests or;premiums.;29. Studies have shown that sales promotions;are not effective when used in conjunction with advertising.;30. The growing power of larger retailers has;increased the retailer?s ability to demand trade promotion at the expense of;consumer promotion and advertising.;31. Marketers report a number of reasons why;they sponsor events. One of these reasons is that the firm wishes to identify;with a particular target market or lifestyle.;32. Developing successful sponsored events;involves choosing the appropriate events, designing the optimal sponsorship;program for the event, and managing the event dynamics properly.;33. In measuring an event, the;supply-side method attempts to approximate the amount of time or space devoted;to media coverage of an event.;34. Public relations involves a variety of;programs designed to promote or protect a company?s image or its individual;products.;35.;Many;experts believe that consumers are much more likely to be influenced by;editorial copy than by advertising.;Answer: True


Paper#47204 | Written in 18-Jul-2015

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