Sales Promotion Spring 2018 Exam 2 Review

The risk of using a celebrity endorser is

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

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

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

A competitor product positioning approach does which of the following?

What is a benchmark measure?

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

Advertisers focus more on visuals than words because

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

Which of the following is not a marketing communications objective?

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

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

The creative brief contains the ___

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

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

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

Use of the hierarchy of effects model _______

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

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

The degree of confidence consumers place in a spokesperson's message is known as

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

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

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

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

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

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

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

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

Which message strategy is designed to trigger impulse buys?

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

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

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

The key phrase in an advertisement is called a ____

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

An end state in a means-end chain includes

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

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

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

The hierarchy of effects model _____

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

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

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

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

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

What is product specific research?

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