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156. ________ combines all the promotional tools employed by a firm into one comprehensive
and unified promotional strategy.
157. A promotional campaign begins by:
158. The traditional promotion mix for a firm consists of the:
159. Creating a positive brand image by using all the promotional tools in a comprehensive,
unified promotional strategy is called:
160. Nightbrite Company's ________ relies heavily on advertising, personal selling, and a
limited use of product sampling.
161. Massachusetts Manufacturing has redesigned its promotional strategy. The company
now utilizes a system that combines all the elements of their promotion mix to create a more
responsive organization providing a consistent message. Massachusetts Manufacturing has
adopted a(n):
162. The management of GamesPeople designed a comprehensive strategy that unifies
advertising, personal selling, public relations and sales promotion activities creating a consistent
message. This effort to promote a positive brand image represents a(n) ________ program.
163. _________ refers to any paid, nonpersonal communication through various media by
organizations and individuals who are in some way identified in the message.
164. The total annual expenditures on advertising in the United States:
165. Advertising to wholesalers and retailers by manufacturers to encourage them to carry
their products is called:
166. When an organization uses advertising to create an attractive image for itself, this type of
advertising is called:
167. ________ advertising encourages wholesalers and retailers to carry the products of a
specific manufacturer.
168. ________ advertising supports a particular view or position on an issue.
169. In terms of total dollars spent, the number one and two advertising media are:
170. One advantage of magazine advertising is that:
171. In evaluating the best advertising medium to reach a specific target market the clear
choice is:
172. The effectiveness of direct mail advertising suffers from:
173. The effectiveness of magazine advertising is reduced by its:
174. Which of the following is a major strength of direct mail advertising?
175. Which of the following refers to the practice of paying to have a product appear favorably
in a TV show or movie?
176. Infomercials provide the opportunity for:
177. TV programs devoted exclusively to promoting goods and services are called:
178. __________ changes the relationship between buyers and sellers from a monologue to a
dialogue in which information is shared to create mutually beneficial exchanges.
179. Advertisers like online advertising because:
180. Which of the following offers the greatest potential for meaningful interaction between
buyers and sellers?
181. Companies can implement global marketing by developing a product and promotional
strategy that:
182. The evidence supports the position that promotional efforts specifically designed for
individual countries produce:
183. Future promotional efforts will likely be:
184. Which of the following is an advantage of magazine advertising?
185. Which of the following media enables firms to quickly change their advertising message?
186. Which of the following represents the primary purpose of a firm using institutional
advertising?
187. Firms with a very limited advertising budget would be very unlikely to use ________
advertising.
188. Which of the following helps explain the popularity of infomercials?
189. Which of the following statements is the most accurate?
190. In the past, ___________________ was an important advertising strategy used in movies.
Now it is also used with video games. It can be easily altered to reflect another advertiser,
depending upon which advertiser has purchased ad time.
191. One of the distinct differences between ______________ and other forms of advertising is
the fact that the medium used allows for a dialogue exchange of information between buyers and
sellers, instead of a monologue type approach.
