Brand managers may hire specialized _____ to perform sales promotion functions.

Brand managers may hire specialized _____ to perform sales promotion functions.
 a. advertising agencies
  b. boutique communication firms
  c. public relations firms
  d. promotion agencies
  e. research firms

Question 2

Usage expansion advertising consists of teaching new uses for existing brands.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Individuals, or organizations of individuals, who either recruit the services of actual retailers to serve as conduits through which coupons are misredeemed, or operate phony businesses that exist solely for the purpose of redeeming huge quantities of illegal coupons are known as _____.
 a. clearinghouses
  b. professional misredeemers
  c. couponing middlemen
  d. retail-oriented misredeemers
  e. misredemption centers

Question 4

Advertising is an efficient form of communication, capable of reaching mass audiences at a relatively low cost per contact.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

The Oak Grove High School marching band needed to raise money so that they could participate in the Rose Bowl parade on New Year's Day. Band members collected coupons from friends and family and sold them to a person that paid them 50 cents for every pound of coupons collected. This person then sent these coupons to a clearinghouse through a retailer that took a cut of the money that was reimbursed. Unbeknownst to the students and parents participating in this fundraiser, they were actually participants in coupon _____.
 a. racketeering
  b. clipping
  c. clearing
  d. misredemption
  e. scamming

Question 6

Advertising's most important function is to increase sales.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

Sarah likes to save money using coupons. On one shopping trip, she used a coupon that allowed her to receive one dollar off of the purchase price of a 16 ounce container of body lotion. However, she purchased a 10 ounce container of this lotion, and the cashier did not notice the difference. This is an example of coupon _____.
 a. misredemption
  b. crossruffing
  c. bounce back
  d. liquidating
  e. failure

Question 8

Most successful companies are aware that consistent investment spending is the key factor underlying successful advertising.
 a. True
  b. False
 Indicate whether the statement is true or false