Exam 16: Advertising,public Relations,and Sales Promotion

Eatalia is a popular chain of restaurants for authentic Italian food.Recently,a customer found a dead insect in the pasta he was served.The customer's negative review about the restaurant went viral.Eatalia's chief executive officer (CEO)publicly apologized for the mishap and posted pictures of the restaurant's kitchen,after being fumigated,on several social networking websites.In this scenario,which of the following does Eatalia's CEO demonstrate?

In advergaming,companies advertise or promote a product,service,organization,or issue by putting ad messages in video games played in stand-alone systems.

Which of the following statements is true of pioneering advertising?

Unlike radio,a magazine has a relatively long life span,which is further increased by a high pass-along rate.

Which of the following statements is true of executional styles for advertising?

Impersonal,one-way mass communication about a product or organization that is paid for by a marketer is called ___________.

Push money is the money that manufacturers offer to channel intermediaries to encourage them to "push" products-that is,to encourage other members of the channel to sell their products.

Define what is meant by sales promotion and identify two types of sales promotions that target two distinctly different markets.Discuss who offers the promotion,who benefits from it,and how sales promotion is cheaper than advertising.

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Which term refers to a marketer designating the media to be used,the choice of the specific publications or programs,and the insertion dates of the advertising?

Discuss crisis management and provide examples to support how marketers manage unfavorable publicity during a crisis.

Sanicare,a manufacturer of hygiene and personal care products,launches a new toothpaste,"Tidy," that claims to be more effective in maintaining oral hygiene than other brands.The advertisements for Tidy provide valid research information.Which executional style of advertising is Sanicare using?

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Pioneering advertising is heavily used during the _____ of the product life cycle.

Which of the following is correct about advertising appeals?

In a free-press environment,publicity is easily controlled,especially in a crisis.

Consumer sales promotion is directed toward members of the marketing channel,such as wholesalers and retailers.

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

Which executional style for advertising depicts people in normal settings,such as at the dinner table or in a car?

Pioneering advertising is heavily used during the later stages of the product life cycle and emphasizes the product's exclusivity more than offering in-depth information about the product.