Exam 31: Advertising Public Relations and Sales Promotion

Publicity:

An article in BusinessWeek about the reengineered Honda CRV is an example of:

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

Which of the following statements about the selection of media for advertising is true?

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

The goal of competitive advertising is to influence demand for a specific brand.

_____ is the cost of reaching one member of the target market.

An advertising _____ identifies a reason for a person to buy a product.

An article in the Wall Street Journal about GM's turnaround strategy and new upcoming product,the Volt,would be an example of:

Compare and contrast contests and sweepstakes.

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 Digital Cookware offered the sales associates at a chain of cooking stores a bonus for each digital skillet they sold,it would be an example of:

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

In 2011,advertising expenditures:

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's.This ad is most likely an example of _____ advertising.

Stormbreaker,a new spy movie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of the Cross pen paid to have its pen featured in this movie.This is an example of:

Advertisers must evaluate several qualitative factors involved in media selection.Name at least three of them.

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

Which of the following products is most likely to use a pulsing media schedule?