Comparative advertising Comparative advertising works well when _____. a brand is not the leader in its product category Amanda needs an advertising medium that has a multiple sensory impact, so that she can demonstrate the offerings of her new day spa. Which of the following advertising media will she most likely opt for in this scenario? Television

California Milk Advisory Board has been running national advertising campaign on television. The ad features "happy cows" and carries the tagline "Great cheese comes from happy cows. Happy cows come from California." The board developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere. This is an example of _____ advertising. institutional advertising _____refer to an instant price reduction at point of sale, available in print media, online, or in-store. Coupons Coca-Cola bottles placed on the desks of judges of the show ‘American Idolis an example of the sales promotion approach of _____. product placements The goal of _____ is to promotean industry, company, family of brands, or some other issues broader than a specific product. institutional advertising Coca-Cola intends to invest further in promotion and maintain brand loyalty. Which of the following goals of promotion Coca-Cola is trying to achieve?

To remind A marketing manager wants to stimulate purchase directly through incentive to buy and is not too concerned about customers continually waiting for the next coupon or rebate. Based on the manager's consideration, _____ will be the most appropriate promotional form. sales promotion A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the _____. all-you-can-afford method In the context of online advertising decisions, _____ are more graphic, visually interesting ads that move across the web pages. interstitials Which of the following is NOT one of the four types of promotional budgets? Desire and action method Before moving forward to develop a promotion mix for a brand-new product category, a marketing manager must _____.

establish goals for promotion In the communication process model, a_____ is the source of amessage. sender _____ is a strategic approach to communicating a brand and company message to targeted customers in ways that are clear, concise, and consistent and yet are customizable as needed to maximize the impact on a particular audience. Integrated marketing communications _____ is the use of geographic data to drive marketing messaging and other marketing decisions. Geo-location marketing One of the complaints of traditional couponing has been the low response rate. Even in early stages of adoption, _____ has demonstrated the ability to increase the response rate.