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Marketing communications efforts constantly change and evolve, in part because of the ongoing emergence of new media, like television in the 1940s and, more recently, the Internet.

Advertising expenditures as a proportion of sales revenue vary among industries and companies.  Advertising spending can range from 0.2 percent to more than 7 percent of sales revenue.

The process of creating advertisements begins with making several strategic decisions, such as setting objectives and deciding on the message strategy.

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Retail advertising is often prepared without professional advertising expertise or adequate research, so there is still a lot of room for improving this specific category of advertisements.

When advertising costs are shared among channel members, it is called “coordinated advertising.”

Humorous ads can distract from the brand and its features, increasing advertising persuasiveness.

At this point in time, comparative advertising is generally not thought of by marketers and agencies as providing free reminder advertising for competitive brands.

Firms that cannot afford to hire celebrities to endorse their product are turning to supermodel marketing.

Media selection is one of the most important decisions in advertising strategy because a mistake in this area can cost a marketer literally millions of dollars in ineffectual advertising.

Direct mail is selective, can target specific audiences well, and offers complete information.  However, most consumers still resist receiving it.

The forms of Internet advertising currently available to marketers include banner ads, e-mail, and permission-based e-mail.

An advertising agency is a marketing specialist firm that assists marketers in planning and preparing promotional campaigns.  Effective use of an advertising agency requires a close relationship between advertiser and agency.

When advertisers test the effectiveness of an ad before they actually use it, it is called pretesting.

The Bradford Exchange Company often advertises its decorative plates for sale in  TV Guide.  In each ad, it provides extensive information about a specific plate, explains the order process and price, and provides a postcard for the consumer to use to order the plate from Bradford Exchange.  This is an example of direct response marketing.

Direct response marketing does not appeal to every consumer because some enjoy shopping and browsing in person.

Sales promotion techniques, such as coupons and contests, are typically used to produce immediate consumer buying responses, and are often designed to supplement other elements of the firm’s marketing communication mix, such as advertising and direct mail.

Marketers use loyalty programs such as Air Miles primarily to get consumers to try new products.

Providing information and technical assistance without any guarantee of future sales is part of the technical support function, not missionary selling.

The potential for repeat purchases by customers makes the follow-up step in the sales process an important one.

____________ is any paid-for, nonpersonal communication using various media targeted by identifiable sponsors to a particular audience.

The most important aspect of advertising strategy at this point in time is

____________ advertising seeks to influence attitudes about a product whereas ____________ advertising reinforces previous promotional activity on the product.

Milk marketers have run a series of advertisements for years on the desirability of drinking milk.  This is an example of _______________ advertising.

Your goal is to get your new product’s name before a broad public to create awareness, and to communicate a brief, simple message about what your product does.  Repeated exposures are more important than a “long lifespan” for this campaign.  Selectivity and prestige are not concerns. Which advertising medium should you use?

All of the following are advantages of magazines except

Which of the following is one of the advantages of Internet advertising?

It would probably not be appropriate for a company to use an outside advertising agency when

Burke Research Corporation interviews consumers by telephone the day after a commercial has aired on television.  They test advertising effectiveness by asking respondents whether they remember seeing the ad.  This is an example of __________.

Post-testing can be helpful in

Direct response marketing has become popular in recent years because, among other things,

Which of the following is not a form of sales promotion?

The nonpersonal stimulation of demand for a good, service, idea, place, person, or organization by disseminating significant news about it not paid for by the sponsor is

Publicity is distinct from advertising in which of the following ways?

A sales representative for a hardware wholesaler visits dealers periodically, checks their inventory, and ensures that items with depleted stocks are replenished.  The type of sales function performed by this sales representative is

Which of the following is usually not accomplished using creative selling?

The most important characteristic of a superior salesperson is

In the sales process, prospecting is

Rebecca Paltrow is a realtor.  She is in the ___________ stage of the selling process when she asks a prospect if he would like to purchase the home she showed him.

As advertising media become more cluttered with competing messages, a more prominent role in the marketing communication mix is being played by