Exam 31: Advertising Public Relations and Sales Promotion

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

The objectives of a promotion depend on the general behavior of target consumers.

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

A news story on the resignation of Steve Jobs as CEO of Apple-complete with descriptions of the numerous innovations he pioneered during his tenure-is an example of:

Advertisers are often concerned with the noise level in a medium.The medium that is assumed to have the lowest noise level is:

Publicity 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.

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Research shows that coupons tend to increase the amount of a product bought.

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.Why might rebates be a really good sales promotion for Digital Cookware to use?

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need.It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,deer-,and turkey-hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of a:

In the 1960s,there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 1,600 channels to choose from.This is an example of which problem facing media planners?

The use of trade shows:

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use,the advertiser is determining its:

The advertising response function helps marketers:

Every day around lunchtime,Rascal's Deli sends text messages advertising daily specials to customers on their GPS-enabled mobile phones.This is an example of:

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.Digital Cookware is offering retailers a price reduction for allocating space for special displays of its products.This type of trade sales promotion is called:

Public information about a company,good,or service appearing in the mass media as a news item is: