Compared to advertising, sales promotion is:
a. a long-term affair.
b. encourages an immediate response.
c. a more sophisticated process.
d. harder to document.
Question 2When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets
at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.
a. True
b. False
Indicate whether the statement is true or false
Question 3Which of the following are the three basic forms of sales promotion?
a. At-home, in-store, and out-of-home
b. Short-term, long-term, and Point-of-Purchase
c. Indoor, outdoor, and mobile
d. Consumer-market, trade-market, and business-market
Question 4Haley Inc is a company that manufactures products for babies and toddlers. It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core. This is an example of consistent positioning approach.
a. True
b. False
Indicate whether the statement is true or false
Question 5A phone directory like the Yellow Book provides a strong link to consumer buying allowing people to follow through on their decisions to buy in a practical way.
a. True
b. False
Indicate whether the statement is true or false
Question 6A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadentthe richest and sweetest desserts found anywhere in America. The owner of the local shop buys ads focusing on extended hours and friendly service. This is an example of internal consistency.
a. True
b. False
Indicate whether the statement is true or false
Question 7Transit advertising works well in small towns, rural areas, and farm communities due to their lack of ad clutter.
a. True
b. False
Indicate whether the statement is true or false
Question 8Any meaningful positioning strategy needs to include several broad elements in its messageincluding attention-
getting, variety, flexibility, and complexity.
a. True
b. False
Indicate whether the statement is true or false
Question 9Today's forms of out-of-home media can target specific demographic segments by neighborhood using customized
messages via wireless Internet.
a. True
b. False
Indicate whether the statement is true or false
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