In very large print, centered at the top of the magazine page, is just the word COAST.. A short block of copy and photo complete the ad for Coast bar soap. This one-word headline is designed simply to identify the brand and reinforce brand-name recognition.
a. True
b. False
Indicate whether the statement is true or false
Question 2Gillette M3Powera MACH3 razor innovationis a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave. M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort, and safety during and after the shave. Gillette M3Power features other innovations beyond power: new blades featuring PowerGlidean enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip and a technologically-advanced handle (
www.Gillette.com). Recently, Gillette Co sent direct mailers to users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated advertisements to male customers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70 percent within four months. Gillette advertises its razors at every popular sports event that takes place in the country. It also uses billboard ads and television commercials to display a person using a multi-blade razor with the slogan the best a
man can get. This is an example of .
a. integrated brand promotion
b. direct response advertising
c. institutional advertising
d. mobile marketing
Question 3Price bundling should be considered when
a. service organizations with multiple products want to cross-sell their service offerings.
b. service organizations want to present their customers with customized packages at a price much lower than the sum of the individual parts.
c. the service organization is capacity constrained.
d. Price bundling is appropriate for each of these circumstances.
e. Price bundling is not appropriate for any of these circumstances.
Question 4Short-term obligations created by the franchisee in buying supplies, materials or services associated with running the business are referred to as:
a. inventory management
b. accounts receivable
c. accounts payable
d. working capital
Question 5With respect to service personnel, great social skills compensate for poor technical skills.
Indicate whether the statement is true or false
Question 6An ad for a microwave popcorn features the headline, If you want a snack, have a wholesome snack. The purpose of this straightforward headline is to select the audience.
a. True
b. False
Indicate whether the statement is true or false
Question 7Exodus Moving is a small business that was created to serve local furniture stores' delivery needs in the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large, bulky pieces of furniture with less risk of damage than most traditional movers. Many of these furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real market need. As a result, most such stores are very interested in outsourcing delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to attract the business of other retailers who might require delivery services. Exodus has launched a new camping equipment line which it has promoted on local television networks and magazines. This is an example of:
a. corporate advertising.
b. a primary demand stimulation.
c. direct response advertising.
d. a selective demand stimulation.
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