Exam 18: Advertising, Public Relations, and Sales Promotions

Which of these is least likely to be a major consideration in determining an advertising budget?

Gayle has just started as a fashion marketing intern for a design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gayle soon realized that this activity was part of ________, directly related to marketing.

Which of these is the best example of a mass media advertising channel?

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Sabine goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pat doesn't read newspapers, let alone look through them for coupons. But Pat filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Pat?

HGTV gives away its "Dream Home" every year by drawing from millions of online entries. This is a

Objectives are established in the early stages of an ad campaign. To determine if those objectives have been met at the end of the campaign, the marketer will

Kiki is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

Create two appeals for a nonprofit organization whose cause you support-one informational appeal, and one emotional appeal.

The ________ is the primary enforcement agency for mass media advertising.

When Maria shops at Macys, she interacts with commissioned salespeople in the store who provide her with details about products she may buy. This is an example of

Boris is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

Many small "main street" retailers find advertising either too expensive or ineffective. In this situation, these business owners turn to sales promotion to complement or augment their advertising efforts. Describe three kinds of sales promotion a small, main street retailer might use, including the advantages and disadvantages of each sales promotion method.

Irene is creating an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Irene is creating a(n)________ appeal.

A ________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or incentive.

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser to show its product.

Jacques knows that his spring break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jacques wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n)________ appeal.

What are PSAs? Why do television and radio stations run them?