Sales Promotion Fall 2017 Exam 2 Review

The creative brief contains the ___

Which of the following is not a marketing communications objective?

An explicit, testable claim of uniqueness or superiority in an advertisement is know as

What is the marketing communications schedule that spends only during peak times?

A product that claims superiority would use which of the following cognitive message strategy?

A competitor product positioning approach does which of the following?

Advertisers focus more on visuals than words because

A fact in a creative brief that substantiates a message theme such as an endorsement is .......

Advertising messages that intend to focus viewers on a logical approach use which sequence?

Continuous advertising during the year with bursts of higher intensity at specific times is a

The probability of an event occurring for which there could be a negative consequence is called

Any lure or attraction that brings people to a website is called

How is a communications budget set using the percentage of sales budget method?

When a physician states the advantages of a drug brand over other similar brands this is a(n)

The risk of using a celebrity endorser is

Repetition of the same ad in varied environments increases recall and effectiveness. This is _

The ___ is a document used to guide the production of an ad campaign or specific commercial

What is a benchmark measure?

The hierarchy of effects model and a​ _____ can both assist in developing effective campaigns.

The facts that substantiate the unique selling points of a creative brief is called

Use of the hierarchy of effects model _______

______ seek(s) to prevent loss of market share.

___ indicate that point at which time the promotional campaign has saturated the market

Which message strategy is designed to trigger impulse buys?

Marketing dollars may not be spent efficiently in which method of communication budgeting?

According to the hierarchy of effects model, consumer goes through which stages before purchase

Using traditional media to promote and attract consumers to a website is known as

A primary tactic or approach used to deliver a message theme is

The ____ message strategy seeks to lead consumers directly to a consumer response.

A _________ represents the primary tactic used to deliver an advertisement's message theme

Which type of advertising focuses on negative consequences of not purchasing a product?

Behavioral targeting uses web data to create which of the following?

A budgeting method that establishes a ratio of advertising to sales or market share

An end state in a means-end chain includes

_____ occur at the point at which the advertising program begins to impact consumer responses

When consumers are asked to identify brands quickly and certain names come to mind, the brands

To determine what type of consumer would be interested in a product a marketer should conduct _

Which of the following is NOT a benefit or activity related to social listening?

When a company stops advertising, and the brand begins to fade in people’s memories this is

A product that makes untestable claims uses what kind of cognitive message?

If a company looks at consumers based on attitudes, interests and opinions, they are using a

What is product specific research?

Which of the following are the three categories of message strategies?

Perception created in a consumer’s mind about the nature of products relative to competition is

Pause, remember, and act are the goal of which type of advertising appeal?

The hierarchy of effects model _____

What do most marketing experts believe is the best budget method?

A mental position taken toward a topic, person, or event that influences the person's feelings

A product positioning that emphasizes who uses the product is called a

The key phrase in an advertisement is called a ____