Which of the following statements best explains the popularity of magazines as an advertising medium?
A. Magazines have a high cost per thousand (CPM).
B. Magazines offer flexibility in both readership and advertising.
C. Magazines deliver to mass audiences at low prices.
D. Magazines support a high frequency strategy.
E. Magazines have a short lead time when compared with other media.
Answer: B
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What is the marketing return on sales (marketing ROS) for a product line that generates $20 million in sales revenues with a net marketing contribution of $5 million?
A) 20% B) 25% C) 34% D) 35% E) 40%
High-end luxury brands like Bentley for cars, Louis Vuitton for handbags, and Rolex for watches use ________ distribution, giving a limited number of dealers the sole right to sell products in a specified geographic territory
A) inclusive B) horizontal C) intensive D) exclusive E) vertical
Pure risk can always be eliminated by individual action
Indicate whether the statement is true or false.
Regarding organizational buying, the people who have the power to select or approve the supplier-especially for larger purchases-are called
A. deciders. B. buyers. C. gatekeepers. D. users. E. influencers.