Exam 18: Advertising Sales Promotion and Public Relations

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?

One of the disadvantages associated with radio as an advertising medium is that it

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Which of the following statements describes a potential problem with using sex appeals in advertising?

Google's mission is to

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

One advantage of using the yellow pages as an advertising medium is

A limited-service agency is

A competitive (or persuasive) ad

One disadvantage of using the Internet as an advertising medium is

Suppose 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?

Suppose 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 USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. 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 five media alternatives has the highest CPM?

One disadvantage of using newspapers as an advertising medium is their

The three primary types of product advertisements are __________, competitive, and reminder.

Life insurance companies such as Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a

A limited-service agency