(Scenario 11-1) If a company creates a trade show booth, the company is employing ____ to sell its product.
a. a point-of-purchase device c. a horizontal cooperative program
b. a facilitation strategy d. a push strategy
Question 2Humorous advertisements generally involve the use of incongruity resolution.
Indicate whether the statement is true or false
Question 3The back end refers to business functions like warehousing and distribution that are not a concern of the marketer.
Indicate whether the statement is true or false
Question 4People meters attempt to measure which household members are watching which television channels at what times.
a. True
b. False
Indicate whether the statement is true or false
Question 5(Scenario 11-1) Pegasus Sales Promotion claims that just about any business can benefit from a scratch card promotion. However, an astute marketer realizes that, as with many different kinds of sweepstakes,
a. they are not an effective way to build store traffic.
b. it's often difficult to get any message across in the context of a game.
c. they are not an effective way to spur repeat trips to a retailer.
d. the lack of legal guidelines can create massive problems for companies.
Question 6Advertisers avoid subjective judgements when deciding whether a prospective endorser matches well with the brand image and its intended target market.
Indicate whether the statement is true or false
Question 7A sticky website is one that can last for a considerable period of time without major changes and updates.
Indicate whether the statement is true or false
Question 8Effective segmentation demands that firms group their customers into relatively heterogeneous groups.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
