Georgetown, Inc is a manufacturer of surgical gloves. Georgetown's advertising efforts appeal to medical professionals, capitalizing on the need for safeguards against infectious diseases. The copy in a recent magazine ad reads, While you're saving their lives, we're protecting yours.. The magazine which features Georgetown's advertisement is called the ______.
a. decoder
b. message channel
c. encoder
d. medium
e. communication objective
Question 2Sales promotion can be used to offset competitors' advertising and sales-promotion efforts.
a. True
b. False
Indicate whether the statement is true or false
Question 3The second stage of perceptual encoding is called _____.
a. feature analysis
b. active synthesis
c. comprehension
d. perception
e. heuristics
Question 4Sales promotion can enable a manufacturer to obtain extra shelf space for a temporary period.
a. True
b. False
Indicate whether the statement is true or false
Question 5The term comprehension is often used interchangeably with perception; both terms refer to _____.
a. interpretation
b. integration
c. association
d. adaption
e. knowledge
Question 6Sales promotion can facilitate the introduction of new products and brands.
a. True
b. False
Indicate whether the statement is true or false
Question 7Research shows that advertising _____, whether real or perceived, reduces advertising effectiveness.
a. spending
b. duration
c. intensity
d. clutter
e. humor
Question 8The difference between the old and new accounting procedures with respect to promotions is in the amount for the top-line revenue.
a. True
b. False
Indicate whether the statement is true or false
Question 9Marketing communicators can most effectively gain the consumers' attention by creating messages that truly appeal to their needs for _____.
a. product-relevant information
b. positioning-relevant information
c. demographic-relevant information
d. promotion-relevant information
e. attention
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