Exam 18: Advertising,sales Promotion,and Public Relations

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are search,________,classified,referral,and e-mail.

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited,and the launch was widely reported.This is an example of a

All of the following are true about coupons except which?

Advertisers are expecting and planning for large growth in

A political ad that incorporates a fear appeal would most likely be expressed as

All of the following statements are true about using humorous appeals in advertising except which?

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Advertisers are enthusiastic about virtual reality because

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be print versions of

Lance Armstrong and Tiger Woods,both sports stars,lost contracts as celebrity spokespeople because

Recent studies comparing advertising in different media suggest that magazine advertising

While many commercials that use sex appeals gain the attention of the audience,they

In the traditional advertising model,advertisers were charged using a ________ approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.With recent growth in the natural gas industry,the timing is right for this company's success,but it must use ________ advertising so oil companies will know of its product's existence.

A testimonial ad for a First Alert carbon monoxide (CO)detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster.Such advertisements use

Which of the following is one of three key factors when selecting the media for an advertising campaign?

Messages on the interior and exterior of buses,subway cars,light rail cars,and taxis are referred to as

Which of the following statements about comparative advertising is true?