Question 5 You work for a television network that needs to advertise a new fall

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Question 5

You work for a television network that needs to advertise a new fall season show. Because of the show’s content, you want to market to college students and young professionals. You decide that since the show is going to be introduced in October of the following year, it would be good to start with billboards and ad placements on buses, bus shelters, trains, and in subway stations. You know that new shows typically debut in the fall, so you do some research and notice that your rival network also has a new show lined up for the fall. You want to make sure that you are not targeting the same markets. By the spring of the following year, you are going to introduce television commercials, social marketing, and online ads. By this point, national newspapers are impressed with the show and write op-ed pieces about the new show.

Which of the following aspects of media scheduling is missing from the scenario?

sales patterns

public relations

target markets

competitors’ activities

repurchase cycles

2 points

Question 6

A popular morning TV program shows its host and guests drinking beverages from mugs that have been engraved with the logo of a popular coffee chain. This is an example of:

product placement.

trade promotion.

personal selling.

sales promotion.

2 points

Question 7

The Tostitos BCS National Championship game features the top two college football teams competing for the national title. The Tostitos brand name is included in the event’s name because Frito-Lay, the manufacturer, paid for:

sponsorship.

co-branding rights.

cooperative advertising.

direct marketing privileges.

2 points

Question 8

Which of the following is a disadvantage of using public relations as a promotional strategy?

It creates a negative attitude toward a product or company.

It damages the credibility of a product or company.

It involves much effort directed towards non-marketing oriented goals.

It is a highly expensive method of promotion.

sales patterns

public relations

target markets

competitors’ activities

repurchase cycles

Explanation / Answer

Q5 - 1. Sales patterns

Q6 - 1. Product placement

Q7 - 1. Sponsorship

Q8 - 3. IIt is a highly expensive method of promotion.

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