Less money is spent on consumer sales promotions compared to trade sales promotions.
a. True
b. False
Indicate whether the statement is true or false
Question 2The simplest of all decision heuristics is _____.
a. affect referral
b. compensatory
c. conjunctive
d. lexicographic
e. disjunctive
Question 3Advertising spending as a percentage of total marketing communications expenditures has increased in recent years.
a. True
b. False
Indicate whether the statement is true or false
Question 4The _____ holds that pictures are represented in memory in verbal as well as visual form, whereas words are less likely to have visual representations.
a. consumer processing model
b. hedonic experiential model
c. dual-coding theory
d. attribution theory
e. None of these are correct.
Question 5The sales force, retailers, and consumers are targets of sales promotional efforts.
a. True
b. False
Indicate whether the statement is true or false
Question 6The representation of sensory experiences in short-term memory is known as _____.
a. habituation
b. concretizing
c. active synthesis
d. imagery
e. feature analysis
Question 7Sales promotion is better suited than advertising to enhance buyer attitudes and augment brand equity.
a. True
b. False
Indicate whether the statement is true or false
Question 8Changes in the context or organization of information in consumers' long-term memories is known as _____.
a. perception
b. learning
c. comprehension
d. exposure
e. attention
Question 9Companies in the restaurant industry are the biggest users of sales promotion.
a. True
b. False
Indicate whether the statement is true or false
Question 10Wilson told Jade the preferred meal for each guest attending the dinner party. Of course Jade didn't pay attention. How long will Jade keep the information in her short-term memory without thinking about it or rehearsing it?
a. 30 seconds or less
b. 30 seconds to 1 minute
c. 1 to 5 minutes
d. 5 to 7 minutes
e. 7 to 10 minutes
Question 11Promotion refers to any incentive used by a manufacturer to induce the trade and/or consumers to buy a brand and to encourage the sales force to aggressively sell it.
a. True
b. False
Indicate whether the statement is true or false
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