Exam 18: Advertising Sales Promotion and Public Relations

In __________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

One advantage of using billboards as an advertising medium is

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a __________, in which the media donated free space and airtime.

A discount on each case ordered during a specific period of time is referred to as a

For marketers, the primary objective of a sweepstakes is to

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are search, __________, classified, referral, and e-mail.

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies), or providing Internet services (Internet agencies) are referred to as

Product advertisements are advertisements that focus on

An ad that features attractive models promoting products for a brand such as Old Spice, is using

One disadvantage of using magazines as an advertising medium is

Using athlete Michael Jordan in a Nike commercial or Beyoncé in a Pepsi ad rather than unknown actors is an example of a very popular form of advertising today-the use of

All of the following statements are true about the changing aspects of television as an advertising medium except

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

For marketers, the primary objective of a contest is to

Pulse scheduling would most likely be used for advertising