Exam 31: Advertising Public Relations and Sales Promotion

On Subway napkins,nutritional information for their 6-inch subs is compared to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

A(n)_____ designates the medium or media to be used,the specific vehicles,and the insertion dates of the advertising.

An emphasis on branding generally begins as firms use _____ advertising.

All of the following are common types of advertising appeals EXCEPT:

BMW of North America sponsored an instructional driving school for teenagers in major cities across the U.S.Teens received a training session that included driving techniques and accident avoidance skills.This is an example of:

The DAGMAR approach is one method of setting advertising objectives.

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

General Motors is offering the sales force at Meers Furniture Emporium a $100 reward for each Chevy Volt sold in the next 30 days.What type of trade sales promotion is the $100?

Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

What is public relations? What is publicity?

The _____ is the channel used to convey a message to a target market.

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.If consumers receive a free spatula with the purchase of Digital Cookware,this is an example of which type of consumer sales promotion?

_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

One method used for setting advertising objectives is:

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.This is an example of _____ advertising.

In our free-press environment,publicity is not easily controlled.

About what percentage of consumers uses coupons or discount promotional codes when making purchases online?

Consumer sales promotion seeks to reach new users,keep current users,and entice users to stock up.It can also be used to reinforce advertising for the good or service.Name and define five consumer sales promotional tools.

You are the sales promotion manager for Vita-Balls,a new children's vitamin that is designed to be chewed like gum.Your company uses a pull strategy,and you are responsible for recommending sales promotion tools to accomplish this strategy.Describe three specific sales promotion activities you would recommend for Vita-Balls.