17.The brand management team for Hershey's chocolate is planning the launch of a line

extension for one of the company's top brands. The promotion strategy includes

spending $600,000 for slotting fees and stocking allowances and $2,500,000 for

display allowances for the new brand.The company is using what type of strategy?

A.target marketing by strategic account planning

B.a "pull" strategy/plan

C.a "push" strategy/plan

D.preferred account profitability

E.selective product distribution

18.Your brand's TV commercial ran in the 6^th position of six (6) scheduled TV

commercials in a television program break. Your evaluation and measurement was:

A.the commercial had higher recall than commercials in the 2,3,4,&5 slotted positions

B.the commercial had lower recall than the commercials in the 2,3,4,&5 slotted positions

C.the commercial had the same recall as the other commercials in the 2,3,4,&5 slotted positions

19. "Price pack architecture" is a company brand and pricing strategy that __________.

A. measures both effective and physical distribution for a brand

B. is a marketing strategy that addresses both business markets and consumer markets

C. provides smaller-sized packages for customer buying preference that cost more on

a per ounce basis

D.provides larger-sized packages for customer buying preference that cost less on a

per ounce basis

E.creates separate brand names and prices for similar products in the same product

category