Exam 18: Advertising,sales Promotion,and Public Relations

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Virgin Mobile,a mobile communications service provider,recently offered consumers a ________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Frequency in advertising refers to

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 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 following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

List two advantages and two disadvantages of using each of these for advertising: television,radio,magazines,and newspapers.

Bridgestone uses ________ institutional ads in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience

One advantage of using the Internet as an advertising medium is

The U.S.Army sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist.This is an example of a(n)________ advertisement.

One of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

________ advertising is often used to support the public relations plan or counter adverse publicity.