Exam 16: Advertising, Public Relations and Sales Promotion

Unlike magazine advertising,radio advertising:

Pioneering advertising is heavily used during the _____ of the product life cycle.

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

Which of the following statements is true of executional styles?

Unlike radio,a magazine has a relatively long life span,which is further increased by a high pass-along rate.

A disadvantage of newspaper advertising is that:

In the context of campaign evaluation,testing ad effectiveness can be done only after the advertising campaign is over.

Newspapers and magazines have a high noise level.

Explain the importance of media planning in advertising.

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

Reach is related to a medium's ratings,generally referred to in the industry as:

Experiential marketing involves minimal engagement with a brand's consumers.

Discuss the effects of advertising on consumers.

Fournotts Corp.,a sports shoe manufacturer,launched a new sports shoe.As a part of publicity,it invited its customers to try the shoes and get a feel of its features.This is an example of _____.

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

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

Which of the following statements is true of pioneering advertising?

In a free-press environment,publicity is easily controlled in a crisis.

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.