Exam 17: Advertising, Sales Promotion, and Public Relations

Most advertising messages are made up of two types of elements. They are:

An ad for Kraft salad dressings uses a play on words in its headline, "Around here, we're 'jeans and t-shirts' but our dressing is 'night on the town.'" This appeal implies that the dressing is like what is served at the finest eating establishments, but you can enjoy it in the comfort of your home. This is a appeal.

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is Called:

TB Figure 1 -In the TB Figure 1, alternative "C" is the definition for which of the following?

The frequent appearance of the Ford Explorer on the hit series 24 is an example of:

The Globe and Mail offers Ford a 10 percent discount on running their advertisement in the Globe Drive section if Ford can show that they received a 2 percent increase in leads because of the ad. This is an example of a(n):

Short-term price reductions, commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

The number of individuals who subscribe to newspaper deliveries would be referred to as a newspaper's:

Fear appeals suggest to the consumers that __________ .

Yamaha Corp. has developed a device that reduces the volume of trumpets by more than 30 decibels - to the level of a whisper. A microphone picks up the sound, feeds it to an amplifier, and then to headphones that allow the musician to hear the music at a normal volume. What form of product advertising is the company likely to use?

For marketers, the primary objective of sweepstakes is to:

CPM with respect to advertising is defined as the:

London Underground (subway)platforms are famous for their lively mix of advertisements - witty and amusing, informative, and large enough to be easily read. Ads change every few weeks. Some are part of a series with a story line that slowly emerges for regular commuters although each ad in the series makes sense to the One-time reader. These ads are examples of:

With respect to objectives, advantages, and disadvantages, what are the differences between contests and sweepstakes?

Each of the following statements about magazines as an advertising medium is true EXCEPT:

A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement. Sylvania was________ using in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

The frequent appearance of the Sears Wish Book Catalogue on the Schitt's Creek TV show is an example of:

Young and Rubicam, Inc. developed the "Softer Side of Sears" campaign for Sears to target middle-income women. This agency provided marketing research, media selection, copy development, artwork, and production services for Sears. Young and Rubicam is an example of a(n):

When preparing his grocery shopping list, Winston actively scans the supermarket ads in the local newspaper for coupons, rebates, and sale items. While in the store, Winston also looks for free samples of new products and products he hasn't purchased previously. The coupons, rebates, sale items, and free samples are all examples of:

Product advertisements focus on selling a good or service and take three major forms. They are: