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Question
(p.63)Pathmark Stores operate 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas. Pathmark Stores only advertises in those states where it has stores. The form of advertising that best describes Pathmark's approach to advertising is:
A.institutional.
B.adjacency.
C.regional.
D.national.
E.local.
Answer
This answer is hidden. It contains 139 characters.
Related questions
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(p.418)What is the greatest strength of personal selling?
A.Its low cost
B.Its historically positive reputation
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A.Infomercials
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A.Direct marketing
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A.Radio
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(p.411)Which of the following statements about direct marketing is true?
A.Direct marketing is a measurable system of marketing.
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(p.389)What are the two major components of media objectives?
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(p.402)List four reasons why media planners often use a mixed media approach.
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(p.398)Explain the purpose of media strategy.
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(p.394)What are the various factors that influence media strategy decisions?
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(p.392)Explain the importance of continuity.
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A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
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(p.375)An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
D.has intensive coverage and extensive reach.
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(p.370)_____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.
A.Entertainment advertising
B.Subliminal advertising
C.Surround advertising
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A.has bought the services of the transit system to create, manufacture and distribute its ad.
B.has bought all the inside space on a group of buses.
C.expects a 100 percent reach.
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A.geographic bulletins
B.primary panels
C.terminal posters
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