Because leisure travelers have more flexibility in terms of when they travel, the demand price elasticity for airline tickets for most leisure travelers tends to be inclastic elastic elastic for price decreases, but inelaste for price increases inclastic for price decreases, but elastic for price increases Question 36 2 pts An advertisement for Purina Dog food has a $1.00 off coupon on it as well as information about a contest that participants can enter. This is an example of an message strategy affective cognitive conative rational During the stage of the product life cycle, companies will shift marketing dollars from consumer sales promotions to trade promotions to encourage channel members to push their particular brand, O introductory growth O maturity O decline Question 38 2 pts The promotion of products through the Internet is database marketing O direct response marketing Internet or digital marketing permission marketing Incentives used to encourage end-users to purchase a product are consumer, or sales, promotions trade promotions advertising direct marketing Question 40 In the communications model presented in the textbook, anything that interferes with the audience receiving the message is called decoding O noise interference O feedback In the communication model presented in the textbook, the process consumers use to interpret the meaning conveyed in an advertisement is encoding the message the medium decoding D Question 42 2 pts Advertisers have to be careful with comparative ads to ensure that they use only brands that are well known O contain information that has been tested in independent labs do not violate the FTC rule regarding substantiation claims O do not specifically name a competing brand During the introductory stage of the product life cycle, advertising is used to O promote industry demand and build brand awareness O develop brand preference o persuade consumers of the brand's superiority build brand awareness and interest in the particular brand of the advertising appeals listed below, the one with the highest level of intrusion value is emotional sex humor rational In terms of the AIDA concept, the third step is to encourage some type of action O gain the audience's attention build a desire for the product o develop interest in the product