For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:

Related MCQs

• A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
• The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
• The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
• A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
• Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?
• The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n):
• Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
• Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.
• Advertising reaches almost all facets of business in the United States. It has been estimated that advertising runs an annual bill of ________________ in the United States alone.
• No matter how big the advertising budget, advertising can succeed only if commercials: