Exam 16: Advertising,public Relations,and Sales Promotion

Which of the following is NOT a characteristic of outdoor media?

People who buy a competitor's product most or all of the time are price buyers.

Discuss the effects of advertising on consumers

Which of the following is a difference between pioneering advertising and competitive advertising?

La Wear,a very expensive brand of clothing and accessories,promotes its products by appointing famous personalities as its brand ambassadors.Given this information,which of the following types of advertising appeals is used by La Wear?

Flighted schedules are more effective than are continuous ones at driving sales through television advertisements.

Advocacy advertising is a form of product advertising that is typically used to safeguard against negative consumer attitudes and to promote the benefits of a specific good or service.

A disadvantage of newspaper advertising is that:

A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.

The number of target customers who are exposed to a commercial at least once during a specific period (usually four weeks)is called ______.

Run,a sports shoe manufacturing company,began its campaign by spending $1 million on advertising.Currently,Run spends $200 million on advertising.Initially,the advertisements contributed to the gradual increase in returns,but the company now confronts diminishing returns.In this scenario,which of the following phenomena explains Run's diminishing returns?

Which of the following models does an advertising campaign often follow?

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:

Which of the following refers to public relations strategy in which a company spends money to support an issue,cause,or event that is consistent with corporate objectives,such as improving brand awareness or enhancing corporate image?

Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes.

Unlike trade sales promotion methods,consumer sales promotion methods are:

An alternative to a commercial spot is a(n)_____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

_____ is the element in the promotional mix of a marketing plan that evaluates the public's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Burger King,a popular chain of fast-food restaurants,offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack.In this case,which of the following types of sales promotions does Burger King offer?

Which of the following is NOT a criterion used to evaluate an advertising appeal?