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Question
Rexona, marketed by Unilever (a Dutch company), is the world's number-one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a:a. master brand
b. global brand
c. cannibalized brand
d. standard brand
e. family brand
Answer
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Related questions
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Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:
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_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.
a. Publicity
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_____ is used by public relations specialists to handle the effects of unfavorable publicity.
a. Media planning
b. Crisis management
c. Message power
d. Damage control
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Testing the effectiveness of a media campaign can be done either before or after the campaign is run.
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a. as a result of experiential marketing research
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c. to determine which executional appeal is the most effective
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The advertising response function helps marketers:
a. create ads that will be noticed by consumers each time the ad runs
b. use their advertising budgets wisely
c. calculate the break-even points for each product being advertised
d. determine the reach and frequency of specific media
e. select an executional appeal appropriate to the product being advertised
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Which of the following is appropriate for products in the decline stage of the product life cycle?
a. heavy use of persuasive advertising to reenergize demand for the product
b. heavy public relations to maintain brand loyalty
c. personal selling to obtain distribution
d. sales promotion to build market share
e. none of these are appropriate
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The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:
a. stage in the product life cycle
b. target market characteristics
c. funds available for promotion
d. use of a push or pull strategy
e. size of the company
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All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT:
a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
b. The shift to more Internet-based information search by consumers.
c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.
e. The mass market has fragmented.
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To increase its revenues, US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:
a. push advertising
b. personal selling
c. direct advertising
d. sales promotions
e. publicity