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Chapter 8_Effective Advertising and Sales Promotion Flashcards | StudBud
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Chapter 8_Effective Advertising and Sales Promotion
Chapter 8_Effective Advertising and Sales Promotion
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ADVERTISING: EFFECTIVE ADVERTISING & SALES PROMOTION
Flashcards
25 cards
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Questions
25
Answers
1
The desired results of an advertising campaign are
communicate product benefits
encourage trial purchases
build brand awareness
all of the above
2
Sum of the results produced by a team
push money
survey
sampling
synergy
3
a organized method for collecting & reporting information need to make marketing decisions
marketing-information system
secondary marketing research
marketing research
primary marketing research
4
all of the following are limitations of marketing research except
it increases the risk of doing business
it is expensive
it is not an easy task
it depends on the accuracy of the data collected
5
an item offered for free or at a reduced price with the purchase of another item
trade allowance
premium
rebate
coupon
6
most of the popular methods for primary market research
rebates
sample
coupons
premium
7
advertising creativity is associated with which of the following concepts
a new way of thinking
fresh, new ideas
all of the above
attention-grabbing & memorable events
8
which of the following is an advantage of secondary market research?
the data are always current & never outdated
less expensive than primary research
uses observation used to view consumer's reactions
the data provide a competitive advantage
9
Bonus given to salespeople for selling a specific brand
deal loader
coupon
sample
push money
10
Generally, an advertising campaign objective could include all of the following except
encourage trial purchase
collect research data
build brand awareness
communicate product benefits
11
The fourth step of the marketing research process is to
develop the research design
collect data
report and present the data
identify and define the problem
12
The objective that every company strives to meet
sample
brainstorming
brand loyalty
trial purchases
13
process of analyzing data previously gathered for other purposes
marketing-information system
primary market research
secondary market research
MKIS
14
Description of what the advertising campaign is to accomplish
survey
brainstorming
creative brief
premium
15
Certificate that entitles the buyer to a price reduction on a product or service
coupon
premium
rebate
16
Process of collecting data for the first time to use in solving a specific problem
brainstorming
secondary market research
primary market research
synergy
17
Organized approach of generating a large number of ideas in a group setting
synergy
brainstorming
research
push money
18
Small number of people who were recruited to discuss a topic being studied
creative brief
sample
focus group
synergy
19
a bonus pack is an example of a(n)
rebate
POP display
price deal
sample
20
Reward offered by manufacturers to retailers in exchange for supporting a manufacturer's brand
coupon
rebate
trade allowance
coupon
21
Marketing research is the process of ___ the data needed to solve marketing problems
collecting
planning
analyzing
all of the above
22
The plan that specifics how the marketing research process will be implemented is known as the
data analysis
annual report
research design
research approach
23
A smaller group that is representative of the target market
target market
synergy
sample
deal loader
24
a premium given by a manufacturer to a retailer for ordering a certain quantity of a product
deal loader
refund
rebate
trade allowance
25
When an ad is generating buzz by getting people talking, it is building
momemtum
synergy
concreteness
sales
