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Marketing
Q:
There are many snack foods for children, but only Nature's Path makes an organic snack designed for a child's palate. The product's unique selling proposition is that it is completely organic.
Q:
An insurance company's advertisement poses the question, "Will your family survive if you die uninsured?" This is an example of a health appeal.
Q:
An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.
Q:
A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings, only 300 calories per serving, no cholesterol, and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.
Q:
The DAGMAR approach is method one of setting advertising objectives.
Q:
Unlike other types of advertising, a comparative advertising campaign can be readily globalized.
Q:
On Subway napkins, they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper. This is an example of competitive advertising.
Q:
A small high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising.
Q:
The goal of advertising is to change people's values.
Q:
The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.
Q:
Spending on advertising varies by industry.
Q:
Marketers typically use either a push or a pull strategy exclusively.
Q:
Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a pull strategy.
Q:
A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered.
Q:
Allyson Brown is trying to develop a promotional mix for her firm's new product, a sophisticated modular sunporch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling.
Q:
One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.
Q:
IMC stands for interactive marketing communications.
Q:
From the consumer's point of view, a company's communications are already integrated, no matter how the company itself defines them.
Q:
The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.
Q:
In terms of the AIDA process, public relations has its greatest impact in gaining action from the targets of the message.
Q:
AIDA is an acronym for Attention-Interaction-Desire-Action.
Q:
Compared to the other promotion mix tools, personal selling offers the marketer the greatest control over the situation.
Q:
Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.
Q:
Advertising is any form of impersonal (one-way) paid communication in which the sponsor is identified.
Q:
The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.
Q:
Effective promotions are designed to either inform, persuade, or remind the target audience.
Q:
Corporate blogs are those monitored by major search engines such as Google and Yahoo!
Q:
If a business studied its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies.
Q:
Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.
Q:
NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises. The other ads are examples of noise in the communication process.
Q:
When a marketer sends a message to the target market, the marketer must first decode the symbols used.
Q:
Coca-Cola uses popular magazines, radio, and cable television to promote its products. Coca-Cola uses mass communication.
Q:
Promotion is the process by which we exchange or share meanings through a common set of symbols.
Q:
Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.
Q:
The elements of the promotional mix include advertising, sales promotion, personal selling, and competitive advantage.
Q:
Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
Q:
Discuss social media marketing and describe how marketers use it to promote a product.
Q:
Name five major advertising media. List two advantages and two disadvantages associated with the use of each.
Q:
Eighty percent of all pregnant women suffer from morning sickness. In a large majority of women, the morning sickness is alleviated by ginger. Your company has developed Gin-Gins, an all-natural hard candy made from real ginger. You are responsible for developing advertisements for Gin-Gins. Name six common advertising executional styles. Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).
Q:
Your company has decided to become the American producer of Chocomel, a Dutch soda that tastes like chocolate mousse. It is made from partially creamed milk, sugar, cocoa, and stabilizers. The price for one glass bottle will be $1.09. You are responsible for developing several advertisements for Chocomel. Name five common advertising appeals. For each appeal, give an example of a Chocomel advertisement message using that appeal.
Q:
Name and briefly define three forms of product advertising.
Q:
Name and briefly define the two major types of advertising.
Q:
Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.
Q:
Compare and contrast push and pull strategies. Which strategy would be most appropriate for a new cat food product offered by Purina, which already has several cat food products on the market?
Q:
Describe how a lack of funds affects the use of each of the promotional tools for a small, financially strapped company. Describe the trade-offs that occur between funds available and other aspects of promotion.
Q:
Describe the promotional strategies used in each stage of the product life cycle.
Q:
Explain the concept of integrated marketing communications (IMC) and discuss why it has been growing in popularity.
Q:
The ultimate objective of any promotion is a purchase or some other activity. One model for reaching promotional objectives is called the AIDA concept. This model proposes that consumers are moved through four stages by the promotional mix. Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders. (Before the B-Gone, there were no feeders on the market that were really squirrel-proof.) This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents. Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder. Assume that personal selling will NOT be used.
Q:
The ultimate objective of any promotion is a purchase or some other activity. A model for reaching promotional objectives is called the AIDA concept. What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.
Q:
Choose two of the four tools of the promotional mix and use them as column headings in the table that follows. Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.
PROMOTION TOOL:
Direct or indirect communication?
Impersonal or personal?
Amount of feedback?
Speed of feedback?
Content control?
Sponsor identified?
Speed in reaching large audience?
Q:
The promotional mix is made up of a blend of four promotional tools. Name and briefly define each of these four tools.
Q:
What are the three basic tasks of promotion? For each of these three tasks, give two specific promotions examples of how that task might be accomplished.
Q:
Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.
Q:
Draw a diagram that illustrates the communication process.
Q:
You are the promotions director for Back to Nature Crispy Wheats, baked snack crackers . Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the crackers.
Q:
Definition communication and its two forms. For each form, give a specific example of how a company could use that form.
Q:
Define promotion and discuss its role in a company's marketing mix.
Q:
NARRBEGIN: Toys 'R' UsToys "˜R" UsRetailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys "˜R" Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O"Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don"t want to grow up."NARRENDRefer to Toys "˜R" Us. Toys "˜R" Us advertises year-round but increases its advertising and promotional activity from October through December, which is when the majority of its sales occur for the year. Which type of media schedule does this describe?a. continuousb. flightingc. build-upd. pulsinge. concentrated
Q:
NARRBEGIN: Toys 'R' UsToys "˜R" UsRetailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys "˜R" Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O"Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don"t want to grow up."NARRENDRefer to Toys "˜R" Us. What appeal is Toy "˜R" Us using by enlisting Shaquille O"Neal in the "Join Shaq Give Back" promotion?a. admirationb. love and romancec. vanity and egotismd. environmental consciousnesse. profit
Q:
NARRBEGIN: Toys 'R' UsToys "˜R" UsRetailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys "˜R" Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O"Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don"t want to grow up."NARRENDRefer to Toys "˜R" Us. The Facebook promotion was trying to get consumers to visit the Toy "˜R" Us Web site and stores to purchase holiday gifts. This describes the _____ of the campaign.a. message strategyb. advertising objectivec. evaluative criteriad. advocacye. task strategy
Q:
NARRBEGIN: Toys 'R' UsToys "˜R" UsRetailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys "˜R" Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O"Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don"t want to grow up."NARRENDRefer to Toys "˜R" Us. Which type of product advertising is this campaign built around?a. competitiveb. comparativec. pioneeringd. cooperativee. rational
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. If Orville LeBlanc is most interested in audience selectivity and production costs, he should select _____ as the store's primary advertising medium.a. outdoorb. magazinec. cable televisiond. radioe. network television
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience, he was engaged in developing a(n):a. marketing mixb. media planc. promotional pland. advertising campaigne. reach objectives
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. One of their advertisements featured Mrs. LeBlanc showing how several of the products sold in the shop can be used when entertaining guests. This is an example of which executional style for advertising?a. mood or imageb. demonstrationc. scientificd. fantasye. convenience
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. When Orville LeBlanc created the list of communication tasks the advertising must accomplish, he was setting his:a. marketing mixb. media schedulec. advertising objectivesd. advertising life spane. media profile
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. The new LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store. This advertising highlights:a. a product attributeb. brand loyaltyc. changing a negative attituded. market sharee. target markets
Q:
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan CompanyBetty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.NARRENDRefer to LeBlanc's Pecan Company. The new campaign for the store is designed to stimulate demand for the LeBlanc's new store, given that the store is in the introductory stage of the product life cycle. The campaign would be considered:a. pioneeringb. comparativec. institutionald. exclusivee. open-ended
Q:
Refer to I"m a Mac. In attempting to get consumers to ask the retailer for this product, Apple Inc. is using a _____ promotional strategy:a. pushb. pullc. kineticd. publicitye. reinforcement
Q:
Refer to I"m a Mac. According to the AIDA model, the first step Apple must achieve with their target market is:
a. attention
b. interest
c. liking
d. desire
e. action
Q:
Refer to I"m a Mac. Apple's choice of television as the primary medium for its I"m a Mac campaign is based on the fact that it is a one-way mass communication vehicle. Television is most commonly used with which promotional mix element?
a. public relations
b. advertising
c. direct marketing
d. sales promotion
e. sponsorship
Q:
Refer to I"m a Mac. The promotional campaign in which Apple tells consumers about the features and benefits of the Mac is attempting to achieve which goal of promotion?
a. rewarding
b. persuading
c. informing
d. influencing
e. reminding
Q:
Refer to I"m a Mac. The I"m a Mac ads emphasize certain aspects of the Macintosh operating system such as its ease of use. This represents the product's:
a. tactical advantage
b. competitive advantage
c. feedback
d. promotional result
e. objective strategy
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. Amtrak's careful coordination of all of its promotional activities to present a single, focused communication to its consumers is an example of:a. coordinational promotionb. promotional mixingc. integrated marketing communicationsd. creative sellinge. processed marketing
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. Television, radio, print, and out-of-home media represent the _____ in the communication process used by Amtrak.a. feedback loopb. channelc. encoderd. receivere. communicator
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the communication process.a. promotional impetusb. decoderc. senderd. channelere. receiver
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. Amtrak's campaign is designed to communicate to a large audience via television, radio, and print. This is an example of _____ communication.a. massb. clutterc. interpersonald. intrapersonale. public
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather. The promotional campaign focuses on Amtrak's:a. superior skill setb. special featurec. tactical strategyd. differential paritye. competitive advantage
Q:
NARRBEGIN: AmtrakAmtrakAmtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak's new name for its Metroliner is The Smart Shuttle. Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, "Schedule a meeting. Take the shuttle. Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs. The announcer continues, "Schedule a meeting. Take the Metroliner. Then cross your legs."NARRENDRefer to Amtrak. The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called:a. distributionb. direct marketingc. promotiond. publicitye. personal selling
Q:
Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with a _____ media schedule.a. flightedb. pulsingc. seasonald. continuouse. consecutive
Q:
Which of the following products is most likely to have a seasonal media schedule?
a. aromatherapy candles
b. masking tape
c. airplane tickets
d. charcoal
e. soft drinks