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

Which of the following is NOT a public relations activity?

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

________ are the most common price promotion.

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication,which type of execution format is being used?

Keely was invited to examine a free copy of a new magazine called Coastal Living.If she did not enjoy the magazine,she could write "Refused" on the invoice for her subscription,which would arrive about three weeks after the free magazine.The magazine's publisher was using ________.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of "do-it-yourself" advertising?

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

Timely topics and research project stories are both types of ________.

The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support.This is an example of ________.

Which of the following is LEAST likely to be performed by a public relations department?

Video on demand(VOD),iPods,and DVRs (digital video recorders)present which of the following challenges for advertisers?

Most consumer sales promotions temporarily change the price/value relationship.

In the United States,the advertising industry itself encourages honesty in advertising.

Describe public relations and four objectives it is often used to achieve.

Which of the following is a relatively inexpensive objective measurement that public relations (PR)specialists can use to gauge the effectiveness of their efforts?

Avis positioned itself against market-leading Hertz by claiming,"We're number two,so we try harder." This is an example of ________.

Which of the following is an example of a sales promotion?

Specialists at an advertising agency must determine the best execution format for an advertising message.Name and describe three of these formats.

What type of advertising delivers a message that focuses on a specific good or service?