Exam 17: Advertising, Sales Promotion, and Public Relations

Short-term price reductions,commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

With respect to objectives,advantages,and disadvantages,what are the differences between product placements and point-of-purchase displays?

Reinforcement ads are reminder ads that:

CPM with respect to advertising is defined as the:

As a subscriber to Real Simple magazine,Kelly was asked by a researcher which ads she remembered seeing in the most recent issue of the magazine.Then she 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.

One of the advantages associated with television as an advertising medium is that it:

A retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads.Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective?

One reason for NOT using newspapers as an advertising medium is its:

For marketers,the primary objective of a point-of-purchase display is to:

List two advantages and two disadvantages of using television,radio,magazines,newspapers,direct mail,and billboards for advertising.

One reason for using outdoor advertising is:

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Which market is the largest for product placement?

Which of the following is an important guideline when using fear appeal?

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

One of the advantages of focusing on mobile advertising is:

After showing an advertisement for Tim Hortons's,a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

Frequency is defined as the:

Which of the following is a type of post-test used for advertising messages?