The brand-image creative style attempts to develop an image or identity for a brand by associating ...

Answer to #1

TRUE

Answer to #2

TRUE

Answer to #3

FALSE

Answer to #4

FALSE

Answer to #5

TRUE

Answer to #6

The five characteristics by which a completed promotion can be judged are:
1 . Expense. A promotion program's expense is the sum of the direct outlays invested in the promotion. Typical cost elements include the expense to create the promotion, costs to advertise it, and payouts for coupons redeemed, refunds paid, game prizes awarded, and so on.
2 . Efficiency. This represents a promotion's cost-per-unit moved. This metric is calculated by dividing the total cost of the completed promotion by the total units sold during the promotional period.
3 . Execution ease. This represents the total time and effort that went into the planning and execution of a promotion.
4 . Equity enhancement. This criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhance a brand's image or possible even detracted from it. The evaluation depends on the brand positioning and target market situation.
5 . Effectiveness. A promotion's effectiveness can best be assessed by determining the total units of the promoted item that were sold during the promotional period.

Answer to #7

TRUE

Answer to #8

An overlay, or combination, program is the simultaneous use of two or more sales promotion techniques. An example would be the use of a coupon, a sweepstake, and a premium offer in a single promotional effort.

A tie-in, or group, promotion is the simultaneous promotion of multiple brands in a single promotional effort. An example would be a single promotional effort that offers coupons for several brands, either from the same company (i.e., intracompany tie-in) or from different companies (i.e., intercompany tie-in).

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