Chapter 17-18 direct marketing, Ad, PR, sales Promotion

Question 1

30 minutes, program-length advertisement that take an informative and educational approach to communicate with potential customers.
and what type of response this ad. expects?

Answer 1

Infomercials

direct response

Question 2

pretest: Portfolio Tests

Answer 2

test copy alternatives and other stories.

Subjects are asked to evaluate them on several evaluative scales

Question 3

pretest: Jury Tests

Answer 3

a panel of consumers to rate them and the difference with the portfolio is the ads are not hidden among a few others.

Question 4

pretest: Theatre Tests

Answer 4

consumers are invited to view the ad within a program and document their feelings and judgment.

Question 5

the most complete way of pre-testing.

Answer 5

Theatre Tests

Question 6

Which sales promotional tool is most common for new products?

Answer 6

The most common sales promotional tool for new products is coupons.

Question 7

What’s the difference between a coupon and a deal?

Answer 7

The difference between a coupon and a deal is: Coupons are printed certificates that give the bearer a saving or a stated price reduction when they purchase a specific product. Deals are short-term price reductions that do not require the purchaser to present a certificate.

Question 8

Which trade promotion is used on an ongoing basis?

Answer 8

finance allowance

Question 9

PSA

Answer 9

public service announcement

it is a mean of publicity in PR

Question 10

A growing area of public relations is _____________________.

Answer 10

sponsorship