Sparkles Inc has launched an advertisement on a local television channel. The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in the next two days would receive a free sample. This is an example of .
a. direct response advertising
b. personal selling
c. delayed response advertising
d. internal positioning
Question 2The importance of a servicescape increases as it is used to
a. help customers to observe and learn about the service process.
b. expedite the process of service delivery by understanding the role of service workers and equipment in the service delivery process.
c. attract and appeal to a specific type of audience.
d. A servicescape becomes increasingly important for each of the listed reasons.
e. None of these increases the importance of a servicescape.
Question 3What crucial element is necessary for the success of co-branding partners?
a. sufficient time to integrate the brands
b. natural synergy between the brands
c. distinctive differences between the brands
d. a strong personal relationship between the franchisors
Question 4A service exists only during its enactment and, as a result, may be customized to fit an individual customer's needs or desires.
Indicate whether the statement is true or false
Question 5During tough economic times, many companies rely on the memories of the good old days to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010 . The company introduced throwback versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future. Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can:
a. be the only tool available when the objective is to persuade the consumer.
b. become a product attribute linked to the brand
c. be an excellent tool for use in repetition, slogans and jingles.
d. never become part of the product.
Question 6RomTech, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof. This is an example of .
a. selective demand stimulation
b. economies of scale
c. inelasticity of demand
d. direct response advertising
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