me: ID: A 18. What type of promotion should be used when a product category is N
ID: 384046 • Letter: M
Question
me: ID: A 18. What type of promotion should be used when a product category is NOT well known? a. Comparative message b. Institutional c. Selective demand d. Primary demand What form of promotion is most common to trade associations? a. Comparative message b. Institutional c. Primary demand d. Selective demand 20. What is the optimal method of promotional budgeting a. Competitive parity b. Percentage-of-sales c. Objective-and-task d. Incremental 21. The major difference between advertising andcan be summarized in the statement: "Advertising is paid for, is prayed for." a. publicity, publicity b. sales promotion, sales promotion c. public relations, public relations d. goodwill, goodwill 22. Most firms involved with advertising on a sizable or continuous basis assign responsibility for advertising to a(n) a. advertising agency b, in-house advertising department. c. d· product manager functional marketing manager 23. Institutional advertising appeals are largely involved with the development and maintenance of a firm's a. short-run sales. b. long-term sales c. market share. d. image. Reach is best defined as a the percent of a media's audience that is within the firm's target market. b. the number of viewers, readers, or listeners in a medium's audience. c. a medium's audience less its waste circulation. d. the total number of delivered copies of a print medium. 24. , 25. For print media, the components of reach are a. circulation and waste. b circulation and passalong rate. c. total circulation and the size of the target market. d subsecription and newstand sales. -26. In general, mass-audience magazines have greater-than special-interest magazines a. waste b. clutter c. persuasive impact d. frequency A magazine with a high number of ads relative to editorial content has a. b. 27. low frequency high message permanence. c. high clutter d. high wasteExplanation / Answer
18. d. Primary demand promotion.
19. c. Primary demand promotion
20. c. Objective and task method.
21. a. Publicity is prayed for.
22. b. in house advertising section
23. d. institutional advertising is used for image promotion.
24. b.
25. b. circulation and pass along rate (passed to the number of people through word of mouth etc.)
26. c. persuasive impact.
27. d, high waste
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.