Exam 18: Advertising Sales Promotion and Public Relations

With respect to advertising, CPM is defined as

An ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides. The ad is an example of __________ institutional advertising.

When Bebe, a contemporary women's clothing store, uses seductive imagery in its advertising, it is using which type of advertising appeal?

All of the following statements are true about newspapers except

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1) allowances and discounts, (2) __________, and (3) training of distributor's sales forces.

Which of the following statements about comparative advertising is most accurate?

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

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

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

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a

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

Identify the three different approaches used to schedule advertising.

One advantage of using magazines as an advertising medium is

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Flighting schedules would most likely be used for advertising

Continuous scheduling would most likely be used for advertising

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as