15-10 What is the difference between a coupon and a deal? Answer: A coupon provides a reduced price for an item based on redemption to encourage the trial of an offering. A deal is a short-term price reduction used to increase trial among potential customers or to retaliate against a competitor's actions. 15-11 Which trade promotion is used to encourage the local advertising efforts of resellers?
F i n a l E x a q m R e v i e w , P a g e | 30 Answer: Cooperative advertising, a promotion program by which a manufacturer pays a percentage of a retailer's advertising expense, is used to encourage both better quality and greater quantity in the local advertising efforts of resellers. 15-12 What is a news release? Answer: A news release is a publicity tool that consists of an announcement regarding changes in the company or the product line. 15-13 What type of publicity tool is used most often by nonprofit organizations? Answer: public service announcements (PSAs) advertising p. 376 any paid form of nonpersonal communication about an organization, a product, a service, or an idea by an identified sponsor. consumer-oriented sales promotions p. 389 are sales tools used to support a company's advertising and personal selling and can include coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, point-of-purchase displays, and rebates. cooperative advertising p. 392 programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. infomercials p. 383 program-length (30-minute) advertisements that take an educational approach to communication with potential customers. institutional advertisements p. 377 are created and used to build goodwill or an image for an organization rather than promote a specific product or service. posttests p. 388 are measurements of the effectiveness of an advertisement after it has been shown to an audience and take five primary forms: Aided Recall After being shown an ad, respondents are asked whether their previous exposure to it was through reading, viewing, or listening. The Starch test shown in the accompanying photo uses aided recall to determine the percentage of those who (1) remember seeing a specific ad ( noted ), (2) saw or read any part of the ad identifying the product or brand ( seen-associated ), (3) read any part of the ad's copy ( read some ), and (4) read at least half of the ad ( read most ). Elements of the ad are then tagged with the results, as shown in the photo. 35 Unaided Recall The unaided recall approach involves asking respondents a question such as, “What ads do you remember seeing yesterday?” without any prompting to determine whether they saw or heard advertising messages. Attitude Tests Attitude tests involve asking respondents questions to measure changes in their attitudes after an advertising campaign. For example, they might be asked whether they now have a more favorable attitude toward the product advertised. Recent research suggests that attitudes can be influenced by many factors, including the increasingly popular use of co-creation to develop consumer- generated ads.
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