Exam 19: Advertising,public Relations,and Sales Promotions

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads,which were hugely popular and which gave rise to a line of raisin-themed merchandise,were designed to encourage raisin consumption.This campaign was an example of

Jami is managing an extended advertising campaign for a local convenience store chain.The campaign includes a series of television,radio,and print messages.As part of monitoring the campaign,which of the following offers a good indicator of advertising effectiveness?

For an advertiser,the target audience can be understood as

Cross-promotion is most successful when

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity.This message is an example of

A __________ is an advertisement that focuses on public welfare issues.

When businesses support cultural or sporting events,such as the Discover Orange Bowl football game,this is known as cause-related marketing.

Chet was struggling selling his golf photography outside a PGA event.When he offered a T-shirt with a golf photograph on it with any framed golf photo,sales picked up.Chet discovered the value of sales promotions-specifically _________-in encouraging customers to buy.

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Sarah goes through the newspaper looking for coupons to help reduce her living expenses.Her roommate Paige doesn't read newspapers,let alone look through them for coupons.But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment.What kind of sales promotion reached Paige?

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

The key to a successful emotional advertising appeal is to use the emotion to

In very simple words,advertising is really about

Because advertising is the most visible form of marketing,

Beverage companies often pay movie producers to have their products used and shown in movies.This is an example of product placement.

Reminder advertising is primarily used to

_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.

To get us to remember their ad and the product or brand in the ad,advertisers must first