Ch. 7-11 Test ?s

Ch.7
1.What percentage of advertisments use celebrities?
A.15%
B.10%
C.20%
D.25%
Answer: C 20%

Ch.8
1. The following are components of a media plan,marketing analysis,advertising strategy,media strategy,media scheduling,justification and summary. TRUE OR FALSE
Answer: True•

2. The ___________ _____________ formulates the media program that states where and when to place ads
Answer: media planner

Ch.9.
1. The pull strategy pushes products with aggressive marketing efforts. TRUE OR FALSE?
Answer: False, the Push strategy

2. What is the term for money paid to retailer who is willing to bypass retailers/wholesalers?
A. Off-invoice allowance
B. Drop-Ship allowance
C. Slotting Fees
D. Exit Fees
Answer: B, drop-ship allowance

Ch.10
1. The redemption rate for refunds and rebates is 45% TRUE OR FALSE
Answer: False, the redemption rate is 30%

2. The term over-lay is a promotion combination of which two different products are within one company? TRUE OR FALSE
Answer: False, the term over-lay means sampling coupled with coupons

Ch.11
1. The "last three feet" refers to which term of marketing functions?
A. Consumer Buying Process
B. Manufacturer's Dilemma
C. Cross-Selling
D. Personal Selling
Answer: Personal Selling