A manufacturer's objective for using trade-oriented sales promotion could include introducing new or revised products.
a. True
b. False
Indicate whether the statement is true or false
Question 2A certain manufacturer describes its product as the Cadillac of swimming pools.. In this advertising message, the relationship between the car and the pool is a type of _____.
a. sign
b. signal
c. simile
d. metaphor
e. allegory
Question 3A manufacturer's objective for using trade-oriented sales promotion could include reducing excess inventories and increasing turnover.
a. True
b. False
Indicate whether the statement is true or false
Question 4The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brands. Which of the following is NOT a good illustration of meaning transfer?
a. Company A imprints an insignia of the British flag on its merchandise.
b. Company B advertises that it is a proud sponsor of the Olympics.
c. Company C always includes images of cowboys in its advertisements.
d. Company D claims its automobile tires are the best because its technology is the most modern in the industry.
e. Company E placing a cancer ribbon on every package.
Question 5Sales promotion can permanently stop an established brand's declining sales trend.
a. True
b. False
Indicate whether the statement is true or false
Question 6Which of the following is an example of noise?
a. The letters your company receives from consumers regarding their opinions about your advertising campaign.
b. Information received from respondents to a market research survey.
c. An advertiser's uncertainty about what message appeal is most appropriate for a particular target market.
d. Trying to appeal to different consumers
e. All of these are correct.
Question 7Sales promotion can provide consumers with a compelling, long-term reason to continue purchasing a brand.
a. True
b. False
Indicate whether the statement is true or false
Question 8Georgetown's advertising agency performed a copy test to evaluate a Georgetown magazine. They learned that three out of five hospital purchasing agents who saw the ad actually purchased the product. This favorable sales response illustrates _____.
a. effective decoding
b. absence of noise
c. effective channeling
d. positive feedback
e. negative feedback
Question 9Consumers increase their consumption rate of stockpiled products when the product is convenient to consume compared with when it requires preparation.
a. True
b. False
Indicate whether the statement is true or false