A _____ strategy consists of manufacturers directing advertising and promotion at the consumers.
a. strategic channel
b. forced channel
c. planned
d. push
e. pull
Question 2Which of the following statements reflects the conative attitude component?
a. I enjoy reading.
b. Reading improves the mind.
c. Everyone should try to improve their reading skills.
d. Mysteries are fun to read.
e. I plan to purchase three books this week.
Question 3Assume that Coppertone invests heavily in trade allowances to encourage retailers to stock and promote QT, its skincare product designed for a quick suntanned look without the dangers of sunbathing. What type of strategy is Coppertone using?
a. specialty advertising
b. trade pull
c. pull
d. push
e. stocking
Question 4In the question what is your attitude toward obtaining a college degree a college degree is the ______.
a. target
b. action
c. context
d. behavior
e. time
Question 5Which of the following is an example of a push strategy?
a. a cereal manufacturer advertising during cartoon programs to reach children
b. a bank sending a mailing to the senior citizens
c. a soft drink manufacturer sending point-of-purchase displays to grocery stores
d. a children's clothing store sending gift certificates to families
e. a bicycle store advertising in the university newspaper to attract the attention of college students
Question 6Which of the following statements reflects the cognitive attitude component?
a. I like playing tennis.
b. I enjoy outdoor sports.
c. I play tennis three times a week.
d. Playing tennis is a form of exercise.
e. I do not enjoy playing basketball.
Question 7The _____ strategy consists of a manufacturer directing personal selling, trade advertising, and trade-oriented sales promotion to wholesalers and retailers.
a. forced channel
b. push
c. pull
d. planned
e. strategic channel
Question 8The affective component of attitudes focuses on _____.
a. feelings and evaluations
b. beliefs
c. knowledge
d. behavioral tendencies
e. information
Question 9Advertising expenditures as a percentage of total marketing communications expenditures are approximately _____ percent.
a. less than 25
b. 25
c. 35
d. 45
e. 55
Question 10Which of the following statements reflects the affective attitude component?
a. Oranges are high in vitamin C.
b. I like oranges.
c. Oranges are expensive.
d. Oranges grow in Florida.
e. I often buy oranges.
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