Exam 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

Why might a company with a small advertising budget turn to guerilla marketing?

Do-it-Yourself advertising is a type of ________.

Institutional advertising does not focus on a specific brand.

An example of a(n)________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.The use of this brand in this clean-up effort is an example of ________.

Which of the following would be most useful if a firm has an immediate objective to achieve?

Through ________,a firm outsources marketing activities to a community of users.

A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips.What sales promotion technique is being offered to this customer?

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Which of the following should be the first step of developing an advertising campaign?

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

Pulsing means scheduling ads evenly over a given period of time.

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Which of the following is the type of advertising that the media run free of charge?

Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs,including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country.This is an example of ________.

When might a marketer be most likely to use informative advertising?

Which of the following is an example of Do-it-Yourself advertising?

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?