Which promotional mix strategy directs marketing efforts toward market channel members?
A) push
B) blitz
C) pull
D) buzz
E) pulse
Answer: A) push
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PR and Advertising
- In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.
- 30 Rock and ABC World News Tonight are both examples of ________, specific media within a general media type.
- The media planner looks both at the total cost of using a medium and at the ________.
- Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following does NOT benefit from this shift?
- For many years, ________ have dominated the media mix used by national advertisers.
- When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.
- _______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
- Which of the following is NOT one of the major steps in selecting advertising media?
- An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?
- What is the first element that a reader typically notices in a print ad?
- The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.
- Ads that are built around dream themes use which type of execution style?
- ______ is the message execution style that depicts one or more typical people using the product in a normal setting.
- Which of the following are the three characteristics an advertising appeal should have?
- After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.
- ______ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
- Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
- ______ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.
- Product placement in television programs and movies is an example of ________.
- The goal of ________ is to make an advertisement so useful that people want to watch it.
- A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.
- VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers?
- To succeed, an advertisement must ________.
- Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
- Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?