Exam 19: Advertising,public Relations,and Sales Promotions

Consumer goods firms such as Lancôme often use reminder advertising to convince consumers to take action-switch brands,try a new product,or even continue to buy the advertised product.

Create two appeals for a nonprofit organization whose cause you support-one informational appeal,and one emotional appeal.

For consumer products like toothpaste and groceries,things consumers purchase throughout the year,most advertisers would use a __________ advertising schedule.

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Which of the two types of appeals does each of these ads represent?

"Buy one,get one free" is a __________ sales promotion.

Every day we can see local car dealerships advertising on television.What are the advantages and disadvantages of television advertising for local car dealerships?

Marketers know perception is a highly selective process.What does this mean for advertisers?

Create a sales promotion to promote your university bookstore.

The content of an advertising message is closely tied to

Public service advertising (PSA)represents a form of sales promotion.

What is puffery? Why is puffery not illegal in the United States? Give an example of an advertising message containing puffery.

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" is an example of a successful

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm.She expected to immediately begin implementing the four Ps she had learned about in class.Instead,she was asked to work on a project identifying important events where celebrities might wear the fashions.Gretchen soon realized that this activity was part of __________,directly related to marketing.

After the advertiser has decided on the message,type of ad,and appeal,its attention now shifts to

Gypsy just bought a gift and jewelry store on Main Street.She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season,with the other 40 percent of sales evenly distributed over the rest of the year.Gypsy will probably use a __________ advertising schedule.

The __________ stage of the advertising campaign planning process can be described by the question,"Whom are we trying to talk to?"

The effectiveness of an advertising campaign is assessed during the campaign by

Advertising in which medium relies on a mix of visual and auditory techniques?