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20. This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark: A. product appealB. product symbolismC. brand identityD. brand equity
21. Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising. 22. Advertising done by Wal-Mart, The Bay, and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising. 23. Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising. 24. Primary demand advertising is designed to: A. draw particular attention to a particular branded itemB. stimulate demand for a general product class or industryC. help launch a specific line extensionD. create a market share gain for the industry leader25. _____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.
26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. 27. Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. 28. Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of _____ advertising. A. professionalB. tradeC. primary demandD. progressive29. _____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. 30. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:
31. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all thepieces of the railroads or all of one colour of property. This is an example of a: