Exam 18: Advertising, Public Relations, and Sales Promotions

Anita's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product. Anita's is using a ________ strategy.

Reminder advertising is primarily used to

Nancy wrote an essay on her summer vacation and sent it to the local paper in the hope of winning a prize for best writing. This is a

Bob is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage

The head of the marketing area told Alana to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

When businesses support cultural or sporting events, such as Red Bull Air Race, this is known as cause-related marketing.

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative, one that is persuasive, and one that is a reminder ad.

The key to a successful emotional advertising appeal is to use the emotion to

The effectiveness of an advertising campaign is assessed during the campaign by

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

Florida Environmental is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Environmental is using a ________ promotional strategy.

An advertisement stating "Buy now: no money down" is persuasive advertising.

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

Wesley's favorite place to shop on the weekend is Costco because they give out small amounts of free food and he feels like he can skip buying lunch. This promotion is called

When developing an advertising message, the message should focus on

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

The execution style of an advertising message must

Jorge is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on