Exam 19: Advertising, Sales Promotion, and Public Relations

A print ad that urges consumers to call or write for additional information by using either a toll-free number or a coupon is an example of _____ 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. -One of the problems Masterfoods USA will experience with its sponsorship is:

An ad for Glendale Federal Bank in California pokes fun at "the stagecoach bankers." They are obviously referring to Wells Fargo, one of the biggest banks in the state. This is an example of _____ advertising.

An ad for Gevalia Kaffe, a leading coffee marketer in Europe, asks readers of the ad to call 1-800-GEVALIA for more information on the types of coffee sold by the company. This ad is an example of _____ advertising.

Tide, Cheerwine soft drink, Caterpillar, and Hardee's restaurants are all NASCAR sponsors. It is an expensive sponsorship and often difficult to justify to investors because:

An advertisement for the Holiday Inn in Williamsburg, Virginia, includes a toll-free number to call for reservations. This is an example of _____ advertising.

Comparison advertising is a form of _____ 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. -Newspaper articles about the fishing tournaments and their sponsors would be an example of _____ for both Masterfoods USA and Wal-Mart.

According to the text, when selecting advertising media, an organization should consider:

The newspaper ad for tickets to the Houston Symphony Orchestra summer concerts seeks a quick response from readers. It contains an address, a telephone number, and a website that can be used to order tickets. The ad is an example of _____ advertising.

Given the different types of advertising media, why would the operator of a car towing service determine that newspapers were an inappropriate advertising medium?

An advertisement in Traffic World for Expressport, the port authority of New York/New Jersey, explains that its 10,000 trucking companies represent ten times the number of motor carriers available at any other North Atlantic port. The Expressport ad is an example of _____ advertising.

In most companies, public relations is typically relegated far behind personal selling, advertising, and sales promotions.

Which of the following statements about out-of-home advertising is True?

In which of the following advertising media is it most difficult to create an ad that is distinctly different from all the other ads in the medium?

All advertisements involve:

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. -In advertising its newest brand of Snickers, Masterfoods USA will use _____ advertising.

The Florida Tomato Committee, which is made up of tomato growers from throughout the state, sponsors _____ _____ ads promoting the use of Florida tomatoes.

_____ tests measure or predict the sales volume stemming from the advertisement or campaign being tested.

Car manufacturers can use coupons as well as consumer-packaged goods manufacturers.