Exam 18: Advertising,sales Promotion,and Public Relations

The American Cancer Society reports that 57,000 Americans die from colon cancer each year,a number that would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news.The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested.This is most likely an example of a ________ appeal.

Sales promotions that usually offer an immediately discounted price to the consumer,which encourages trial of the product,are commonly referred to as

Google's first search engine was called

One way TV advertising can reduce wasted coverage is to

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period,is referred to as a ________ stock protection program.

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using ________ to test the effectiveness of ads in the magazine.

Which of the following statements about sales tests is most accurate?

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

A(n)________ reimburses a retailer for extra in-store support or special featuring of a brand.

________ ads are expensive but effective;TurboTax reported that following its ad's airing,it more than doubled the number of people talking about its brand.

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n)

One disadvantage of using newspapers as an advertising medium is

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of

All of the following are examples of posttests except which?

Assume the following information: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $327,897 and its U.S.audience size is 1,566,027.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper)is $207,720 and its U.S.audience size is 1,711,696.The cost of a full-page color ad in the U.S.national edition of Bloomberg Businessweek (magazine)is $148,300 with an audience size of 900,000.The cost of a full-page color ad in the U.S.national edition of Sports Illustrated (magazine)is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the highest CPM?

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 2 states,"It's best to do ________ really,really well."

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California.The association is using a ________ sales promotion.

Nabisco used a free-standing rack in the shape of a bus to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was placed in a high-traffic area of U.S.grocery stores.This type of sales promotion is referred to as a

Today,there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Which of the following statements regarding transit advertising is most accurate?