MKT 304 FINAL SEAN KEYANI EXAM WITH COMPLETE SOLUTIONS

MKT 304 FINAL SEAN KEYANI EXAM WITH



Advantage of TV advertising - ANSWER 1. reaches extremely large audience
2. uses picture, print, sound, and mitten for effect
3. can target specific audiences.

Disadvantage of TV advertising - ANSWER 1. high cost to prepare and run ads
2. short exposure time and perishable message
3. difficult to convey complex information

Evangelist - ANSWER Active consumers who will become influentials and will be
delighted with a brand and its message. These become "evangelists" who will
COMMUNICATE WITH THEIR ONLINE FRIENDS AND THE COMPANY about the
joys of using a brand.

Premium - ANSWER Merchandise offered free or at a significant savings over its
retail price. Self-liquidating because the cost charged to the consumer covers
the cost of the item.

Advantages of Radio advertising - ANSWER 1. low cost
2. can target specific local audiences
3. ads can be placed quickly
4. can use sound, humor, and intimacy effectively

Disadvantages of Radio advertising - ANSWER 1. no visual treatment
2. short exposure time and perishable message
3. difficult to convey complex information

sales promotion tools - ANSWER - premiums
- coupons
- deals
- rebates
- samples
- sweepstakes
- contests
- loyalty programs
- point-of-purchase displays
- product placements