Exam 17: Advertising, Sales Promotion, and Public Relations

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by Miller beer encouraging the responsible use of alcohol,are _____ advertisements.

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000,what would your cost per thousand (CPM)be?

Jury tests:

A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost of the advertisement.Sylvania was using _____ in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

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

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

The purpose of a bus stop anti-smoking ad is:

All of the following are categories of online advertising,except:

The first decision in developing an advertising program is to:

Showing an ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was is referred to as:

Competitive product and brand advertising is typically used to:

Marketers can interface with user-generated content sites like YouTube.Which of the following would NOT be a way to interface on sites like YouTube?

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Which of the following statements about attitude tests is true?

Portfolio tests:

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This is a(n)__________ advertisement.

Identify the three different approaches used to schedule advertising.

London Underground (subway)platforms are famous for their lively mix of advertisements - witty and amusing,informative,and large enough to be easily read.Ads change every few weeks.Some are part of a series with a story line that slowly emerges for regular commuters although each ad in the series makes sense to the one-time reader.These ads are examples of:

Billboard advertising is most effective for _____ advertising.

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct _____ before advertisements are placed in a medium.