Chapter16 exercise for multiple choice and true or false

Chapter16 exercise for multiple choice and true or false -...

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Chapter 16 Advertising, Sales Promotion, and Public Relations Multiple Choice 1. Mass-promotion tools include all of the following except _____. a. advertising b. sales promotion c. public relations d. personal selling (d; Challenging) 2. Four important decisions are made when developing an advertising program. Which is one of these decisions? a. setting advertising objectives b. setting the advertising budget c. developing advertising strategy d. all of the above (d; Easy) 3. _____ is used heavily when introducing a new product category. The objective is to build primary demand. a. Persuasive advertising b. Informative advertising c. Comparative advertising d. Patronage advertising (b; Easy) 4. _____ becomes more important as competition increases. The company’s objective is to build selective demand. a. Persuasive advertising b. Informative advertising c. POP promotion advertising d. Patronage advertising (a; Challenging) 5. Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder.” This is an example of _____. a. informative advertising b. reminder advertising c. comparative advertising d. persuasive advertising
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(c; Challenging) 6. Expensive Coca-Cola television ads primarily are a type of_____. a.
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This note was uploaded on 06/13/2011 for the course ACCOUNTING 1204 taught by Professor Chang during the Summer '11 term at Nanjing University.

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Chapter16 exercise for multiple choice and true or false -...

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