Exam 19: Advertising, Sales Promotion, and Public Relations

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. -MasterFoods has been a sponsor of FLW tournaments for three years. Its most likely goal for engaging in this sponsorship is:

As an advertising medium, newspapers offer advertisers flexibility, timeliness, and a variety of creative ad formats.

In an ad for Neutrogena moisturizer with superior sun protection, a dermatologists' report is quoted as saying, "A year of incidental sun equals baking for a week at the beach!" The emphasis on the need to use the Neutrogena product to protect your skin is an example of the advertising message's:

Which of the following statements about sales promotion is True?

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. -Barlow has been watching the FLW bass tournament on television and has seen ads for the Snickers Almond bar during the commercial breaks. This is an example of the use of _____ sources to inform customers about a product.

The coupon for $2.50 off of Maybelline Revitalizing lipstick is an example of a _____ _____.

The promotional objective of most event sponsorship is to:

An ad in Good Housekeeping introducing Betty Crocker Pouch pancake mixes would be an example of business-to-consumer advertising.

An ad in the Rome newspaper for Sonny's Barbecue restaurant included a coupon for $2 off a diner's next meal. This coupon was only good at Sonny's Barbecue restaurants in the Rome area during the month of March. By counting how many coupons were redeemed, the restaurant can measure the effectiveness of its ad. The restaurant would have used a(n) _____ test.

The publishers of the book titled Marketing Warfare had the authors of the book ride down Fifth Avenue in Manhattan in a World War II tank. Many newspapers published the picture of the tank coming down the street and an article explaining the purpose of the stunt. This is an example of how _____ is created.

The sales promotion budget should be established:

Which of the following could engage in vertical cooperative advertising?

_____ advertising is designed to stimulate demand for a brandover a long period of time by pointing out its benefits.

All advertisements involve:

The standard measure provided to prospective advertisers to describe the relationship between the cost of the medium and the size of the audience is:

Elaine was asked by an advertising researcher to list any ads for mattress companies she had heard on her car radio. Some mattress company was probably using ______ to test the effectiveness of its advertising.

Advertising agencies:

Which of the following statements about radio as an advertising medium is True?

The ad showing jars of Beechnut baby food and Gerber baby food tells consumers that Beechnut uses no additives in its baby food, and Gerber does. This is an example of _____ advertising.

Which of the following might engage in horizontal cooperative advertising?