Chat with AIExam 16: Advertising, Public Relations and Sales Promotion
Explain with an example how marketers manage unfavorable publicity during a crisis.
(68) 
VerifiedAnswers will vary.Although marketers try to avoid unpleasant situations,crises do happen.Crisis management is the coordinated effort to handle the effects of unfavorable publicity,ensuring fast and accurate communication in times of emergency.When the Villa Fresh Italian Kitchen ran "Dub the Dew," an online contest to name a green apple-flavored variety of Mountain Dew exclusive to the restaurant,it was not long before Internet trolls descended.These digital pranksters submitted absurd and offensive names,then voted their submissions to the top of the contest leaderboard en masse.The contest's Web site was quickly taken offline,and Mountain Dew tweeted that the contest "lost to the internet." In attempt to manage the crisis,the Villa Fresh Italian Kitchen issued an apologetic statement. Please see the section "Public Relations" for more information.
How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.
(75) VerifiedAnswers will vary.Sales promotion is usually cheaper than advertising and easier to measure.A major national television advertising campaign often costs $10 million or more to create,produce,and place.In contrast,promotional campaigns using the Internet or direct marketing methods can cost less than half that amount.It is also very difficult to determine how many people buy a product or service as a result of radio or television ads.With sales promotion,marketers know the precise number of coupons redeemed or the number of contest entries received. Please see the section "Sales Promotion" for more information.
Advertising can affect the way consumers rank a brand's attributes.
(73) VerifiedTrue
Which of the following is a difference between an attribute and a benefit of a product?
(86) Tread Inc.is the market leader for sports shoes in the subcontinent of Gavon.Though the brand has not introduced any new product lines over the past decade,its signature products enjoy a high demand and have always remained popular.According to the concept of advertising response function,which of the following should be Tread Inc.'s advertising strategy?
(79) Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack.This is an example of a:
(77) Magnira Corp.,a manufacturer of hygiene and personal care products,launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands.The advertisements of Tidy provide highly valid research information.This is an example of _____.
(81) Which of the following is an example of unmeasured media ad spending?
(79) _____ is the ability of an advertising medium to reach a precisely defined market.
(82) Kriyoto Inc.is a manufacturer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased 20 color printers for his office from Kriyoto during this sale.To avail the cash refund,he had to mail in a proof of purchase,purpose of purchase,proof of his company's legality,and his cash register receipt.In this case,Rick has received a:
(73) _____ is a form of advertising designed to influence demand for a specific brand.
(68) An alternative to a commercial spot is _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.
(86) Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women clothed in its brands.Given this information,which of the following advertising appeals is used by Duski?
(79) The selection of media is not dependent on promotional objectives,the appeal,or executional style of advertising.
(71) Which of the following is an advantage of using cost per contact to determine the media mix for a product?
(86) If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.
(92) Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.
(85) Advertisements of Brita LED Lightings are in the form of comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that Brita's LEDs cost less than CFLs or other brands' LEDs,last longer,consume lesser energy,and need to be replaced fewer times than CFLs.In this case,which of the following advertising appeals is used in these ads?
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