Exam 31: Advertising Public Relations and Sales Promotion

Digital Cookware Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. The skillet, with the aid of an accompanying cookbook, will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and has been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion. -Refer to Digital Cookware.The company's first task is to define its exact sales promotion objective.If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition,it should:

_____ measures the number of target consumers exposed to a commercial at least once during a specific period,usually four weeks.

Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.Lopez uses:

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Neutrogena offered customers who purchased $30 worth of facial moisturizers,facial cleaners,and facial treatment products a $10 rebate by mail.This is an example of:

_____ is the element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

All of the following are examples of trade sales promotions EXCEPT:

_____ advertising is designed to enhance a company's image rather than promote a particular product.

Influencing legislators and government officials is an example of a public relations activity.

The many uses of OxiClean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney Company.Players pay a monthly fee to gain access to all of Club Penguin's feature,although free memberships with limited access to games is also available.Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version.Disney is using which sales promotion tool?

Tools for the public relations manager include all of the following EXCEPT:

A feature of a product is called a(n):

Which of the following products is most likely to have a seasonal media schedule?

Name and briefly define three forms of product advertising.

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide.The Fitness Guide is an example of a(n):