Exam 18: Advertising Sales Promotion and Public Relations

Google developed __________, two business practice tools, to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

An in-house agency

A common publicity tool is the __________, in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

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

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

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

The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of

A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Because of consumer "banner blindness," the current click-through rate is __________ percent.

Some studies estimate that __________ percent of a consumer's buying decisions are made in the store.

__________ advertising is often used to support the public relations plan or counter adverse publicity.

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

The objective of __________ is to inform a newspaper, radio station, or other media of an idea for a story.

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?