41. __________ is the level of competing messages on that medium. A. Clutter B. Reach C. Frequency D. Impact E. Noise 42. ____________ is an example of sales promotion to channel members. A. Product sampling B. Multiple-purchase offer C. Product placement D. Trade show E. Loyalty program 43. A coupon or special offer would contribute to the goal to _______________. A. Interest B. Remind C. Persuade D. Inform E. Action 44. ___________________ is a reason for Coke to invest in promotion. A. To maintain brand loyalty B. To reduce the tendency to switch to other brands C. To maintain corporate identity D. To encourage brand switching from competitors’ customers E. All of these are good reasons for Coke to promote 45. Major responsibilities of PR include __________. A. Gaining product publicity and buzz B. Securing event sponsorship C. Managing a crisis D. Both gaining product publicity and buzz and securing event sponsorship E. Gaining product publicity and buzz , securing event sponsorship, and managing a crisis 46. ________ is consumer-to-consumer communication generated about a brand in the marketplace. A. Event sponsorship B. Word-of-mouth communication C. Buzz D. Both word-of-mouth communication and buzz E. Event sponsorship, word-of-mouth communication, and buzz 47. A ____________ approach to advertising execution is to set a positive tone around the offering. For example, Sandals Resorts provides visual images to back the theme of “Luxury included.” A. Fantasy B. Mood/affect C. Musical D. Lifestyle E. Slice of life 48. An appeal that uses ordinary folks doing ordinary things is a _____________ style. A. Fantasy B. Rational C. Desire D. Lifestyle E. Slice of life 49. Little kids and puppy dogs help execute a(n) _________________ appeal. A. Fantasy B. Rational C. Emotional D. Lifestyle E. Slice of life 50. The science behind the L’Oréal Youth Code product development is an example of a __________ approach to advertising execution. A. Moral B. Rational C. Research-based D. Lifestyle E. Mood
41.
__________ is the level of competing messages on that medium.
A.
Clutter
B.
Reach
C.
Frequency
D.
Impact
E.
Noise
42.
____________ is an example of sales promotion to channel
members.
A.
Product sampling
B.
Multiple-purchase
offer
C.
Product placement
D.
Trade show
E.
Loyalty program
43.
A coupon or special offer would contribute to the goal to
_______________.
A.
Interest
B.
Remind
C.
Persuade
D.
Inform
E.
Action
44.
___________________ is a reason for Coke to invest in promotion.
A.
To maintain brand
loyalty
B.
To reduce the
tendency to switch to other brands
C.
To maintain
corporate identity
D.
To encourage brand
switching from competitors’ customers
E.
All of these are
good reasons for Coke to promote
45.
Major responsibilities of PR include __________.
A.
Gaining product
publicity and buzz
B.
Securing event
sponsorship
C.
Managing a crisis
D.
Both gaining
product publicity and buzz and securing event sponsorship
E.
Gaining product
publicity and buzz , securing event sponsorship, and managing a crisis
46.
________ is consumer-to-consumer communication generated about a
brand in the marketplace.
A.
Event sponsorship
B.
Word-of-mouth
communication
C.
Buzz
D.
Both word-of-mouth
communication and buzz
E.
Event sponsorship,
word-of-mouth communication, and buzz
47.
A ____________ approach to advertising execution is to set a
positive tone around the offering. For example, Sandals Resorts provides
visual images to back the theme of “Luxury included.”
A.
Fantasy
B.
Mood/affect
C.
Musical
D.
Lifestyle
E.
Slice of life
48.
An appeal that uses ordinary folks doing ordinary things is a
_____________ style.
A.
Fantasy
B.
Rational
C.
Desire
D.
Lifestyle
E.
Slice of life
49.
Little kids and puppy dogs help execute a(n) _________________
appeal.
A.
Fantasy
B.
Rational
C.
Emotional
D.
Lifestyle
E.
Slice of life
50.
The science behind the L’Oréal Youth Code product development is
an example of a __________ approach to advertising execution.
A.
Moral
B.
Rational
C.
Research-based
D.
Lifestyle
E.
Mood
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