Test Questions Ch. 7~11

*Chapter 7*
Q: Why is it that 20% of ads use celebrities?
A: Celebrities give a"stamp of approval."

*Chapter 8*
Q:Who formulates media programming that states where and when to place an ad?
A: Media Planner

Q:True or false...A share looks at the total number of TV households.
A: False, A share looks at the number of households who actually have their TV turned on. Ratings look at the number of TV households.

*Chapter 9*
Q: The money paid to retailer who is willing to bypass retailer/wholesalers is what trade promotion tool?
A: Drop-ship allowance.

Q:What rank are trade shows in B2B expenditures
A)1st B)5th C)3rd D)they do not have rankings
A: C) 3rd

*Chapter 10*
Q: Offering something at an unbelievably low price and then it may not be what it seems is?
A:"Bait and Switch" technique

Q:Name the 3 types of consumers discussed in class
A:Promotion Prone, Brand loyal and Price Sensitive

*Chapter 11*
Q: When banks offer other services when you go in to open an account this is referred to as?
A: Cross-selling