The first modern ad agency was created by _________ in 1869:
a. Ben Franklin
b. Volney B. Palmer
c. Thomas Jefferson
d. Francis Ayer
Answer: D
Advertising and Promotion
- Main members of a distribution channel work together as a cooperative group. Types: corporate, administered, or contractual.
- Type of distribution: Granting exclusive rights to one dealer in an area.
- Type of distribution: Limiting the number of outlets or dealers. Cooperative (co-op) advertising.
- Type of distribution: Making goods available at every possible location, consumers can buy with a minimum effort, profit is low, but volume is high.
- Individuals act as independent distributors for a manufacturer or private-label marketer.
- Type of Distribution: Selling to customers through resellers or a distribution channel.
- Type of Distribution: Selling directly to consumers.
- Influencing a consumers' perceptions using price.
- Key factors influencing _______: market demand for the product, costs of production and distribution, competition and corporate objectives, psychological pricing.
- Amount charged for the good or service.
- Must consider: identification, containment, protection, convenience, consumer appeal, and economy.
- Marketer's last chance to communicate and promote.
- Value of the brand's capital.
- Role of ________: offers recognition and identification of the product. Adds value to the product, offers differentiation, and builds brand loyalty and brand equity.
- Type of Brand: CVS brand, Spartan Brand
- Type of Brand: Better Made, Doritos
- Type of Brand: Tide, Gain, Cheer
- Type of Brand: Products resold to distributers or dealers to be sold as their own brands at lower prices.
- Type of Brand: Product brands that are marketed in several regions of the country.
- Type of Brand: Group of products that can help each other under one umbrella name.
- Type of Brand: Different brand name for each product a company makes.
- Combination of name, words, symbols or designs that distinguishes a product from competitors.
- Identifying products and their source and differentiating them from all other products
- Distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising
- Imperceptible but existing differences that may affect the desirability of a product