Exam 19: Advertising, Sales Promotion, and Public Relations

Pokon Leafshine is a product used by florists to restore the natural shine to plants. If the manufacturer of Pokon offered to sell florists 25 ounces of the product for the 20-ounce price for a limited time, it would be an example of:

A regional paint company has invented a latex paint that can turn any wallboard, concrete, or brick wall into a surface that will hold magnets. Research indicates people who have not actually seen the paint work are highly skeptical of the claimed magnetism. Which of the following advertising media would be most appropriate for the paint company?

Which of the following describes one of the limitations associated with the use of publicity?

Before designing an advertising campaign for Hormel low-fat turkey chili, Hormel Foods advertising department needs to:

Pioneering advertising is a form of _____ advertising.

When watching the movie Austin Powers, Bernard noticed the villain Dr. Evil's spacecraft was in the shape of a "Big Boy" hamburger. Since the Big Boy restaurant chain paid for the privilege of having its hamburger take the shape of a spacecraft and appear on the screen, this is called _____ advertising.

In January, Masterfoods USA, one of the world's leading food manufacturers, announced its renewal of the FLW Outdoors sponsorship for the 2003 tournament season. The food company that owns such brands as Snickers, M&M`s, Uncle Ben's rice and Pedigree dog food has been a partner of the premier fishing-tournament organization in the United States since 2001. During the 2003 season, Masterfoods USA will promote its new Snickers Almond Bar to the nation's 55 million anglers. This will mark the company's second promotional campaign introducing a new product during FLW Tour events. During the 2001 season, the company promoted its Snickers Cruncher Bar, a crisped-rice version of the original. The partnership ensures visibility for Masterfoods USA along FLW Outdoors` broad spectrum of tournament circuits that includes the $5.76 million Wal-Mart FLW Tour, the world's most lucrative bass-tournament series; the $3.88 million EverStart Series, the pathway to the FLW Tour; and the $3.07 million Wal-Mart RCL Walleye Tour, the world's most lucrative walleye-tournament series. -Imagine the day after the FLW bass tournament on television and seeing ads for the new Snickers candy bar, a marketing researcher calls a sample of names from the database of subscribers to Sport Fishing magazine and asks if they watched the tournament. After confirming that they watched at least part of the tournament, the researcher asked if the viewer remembered seeing any commercials for Snickers Almond Bar during the broadcast. What method is being used to measure the effectiveness of the ads?

In the movie Honey, I Blew Up the Kid, the 100-foot tall boy stomped around Las Vegas in a pair of Adidas Phantom basketball shoes. Because Adidas paid the movie producers to use these shoes, this is an example of _____ _____.

_____ consists of all the activities involved in presenting to an audience a nonpersonal, sponsor- identified, paid-for message about a product or organization.

Revlon donated $250,000 to help in the fight against breast cancer. This can be viewed as a _____ _____ effort to build a more favorable image for the cosmetics company.

_____ advertising is intended to stimulate demand for an individual brand such as Peters all-purpose plant food, Oneida cutlery, Celestial Seasonings herbal teas, and Anne Klein watches.

A billboard for Wolverine work shoes shows that Wolverine brand shoes can be purchased at Andeason Shoe Store. The billboard is most likely an example of _____ advertising.

The advertisement for Sherwin-Williams H&C concrete stains has the headline, "Now dull gray concrete is a thing of the past." This emphasizes how the stain will clean, protect, and seal concrete sidewalks, driveways, and garage floors is an example of an advertising message's:

Sampling is the least expensive of all types of sales promotions.

Bill was asked during a mall intercept interview if he could remember having seen any ads for Arrow shirts during the last month. The manufacturer of Arrow shirts was probably using ______ to test the effectiveness of its advertising.

A manufacturer would choose to use both an advertising agency and an internal advertising department in order to:

At the wholesale level, advertising costs exceed personal selling costs.

Why would a local hardware store decide running a weekly ad in the local newspaper was good for business?

The United Church of Christ, a budget-struggling mainline denomination often confused with a similarly named church, felt that only a bold regional and national TV ad campaign costing $1.7 million might rescue it from public anonymity. A 30-second spot featuring bouncers outside a church denying entry to various people, including a gay couple, led to the networks censoring the ad. The free publicity that resulted from the censorship illustrated which characteristic of publicity?

_____ _____ _____ is a standard measure routinely provided to prospective advertisers by all media. It allows an advertiser to compare costs across media.