Exam 19: Advertising, Sales Promotion, and Public Relations

The advertisement for Huggies Natural Care baby wipes is headlined by the following: "Huggies Natural Care keep skin naturally healthy as they clean." The copy in the ad explains how the product's ingredients clean the skin and leave it healthy. This emphasis on how the product benefits a baby is an example of an advertising message's:

Several factors in the marketing environment contribute to the surging popularity of sales promotions. These include:

_____ advertising attempts to create a particular image for a company or tries to build goodwill toward the organization.

Based on total advertising dollars spent, television was the most widely used advertising medium during 2001.

Which of the following statements about couponing as a sales promotion device is True?

Advertisements for Redken Color Extend shampoo and conditioner promise the products infuse your hair with antioxidant Vitamin E and UV filters to keep your hair color from fading. This is an example of _____ advertising.

_____ is a management tool designed to favorably influence attitudes toward an organization, its products, and its policies.

Which advertising medium is particularly popular with companies selling products that involve extensive decision-making?

When 3M Company sends a brochure to hospital administrators advertising its heart-lung machines, it is an example of _____ advertising.

The most personal and selective of all the advertising media is:

Nigel was asked during a mall intercept interview to name any brands of coffee he had seen recently advertised on television. Some coffee manufacturer was probably trying to use a(n) _____ test to determine the effectiveness of its ads.

Anthony is a rodeo fan and subscribes to American Farriers Journal. In a telephone survey of subscribers to that magazine, Anthony was asked to list all the brands of horse trailers he had seen advertised in the latest issue of the magazine. This is an example of a(n) _____ test.

According to the text, which of the following factors typically influences the choice of sales promotional device used?

If during the month of July, Chantal spa and American Tourister advertised a program that gave everyone who purchased a new set of American Tourister luggage and who could show a receipt for that purchase a free stress-reduction massage, it would be an example of _____ advertising.

As an advertising medium, direct mail:

Which of the following might engage in horizontal cooperative advertising?

Which of the following statements about sampling as a sales promotion device is True?

An ad for a new strawberry-flavored coffee had a toll-free number that could be called to request a free sample of the coffee. If the manufacturer of the coffee counted how many free samples were given away, it would be able to measure the effectiveness of the ad. This would be an example of a(n) _____ test.

When the tobacco industry lobbies Congress to protect the rights of smokers, when the new Anheuser-Busch brewery offers a free plant tour to the community Rotary Club, and when the local radio station announces that Madonna will be attending a book signing at the Movable Feast bookstore, they all have something in common. They all exemplify _____ activities.

While watching an episode of Everybody Loves Raymond, Lydia noticed both Ray and his brothers were snacking on a bag of Wise brand potato chips. As she watched, it was easy to read the brand name. More than likely, this was an example of _____ advertising.