Exam 18: Advertising, Sales Promotion, and Public Relations

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

test where consumers are invited to view new television shows or movies that also include test commercials is called the _________.

7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons,such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

Stephen Elop,President,Microsoft Business Division,launched Office 2010 at an event in New York,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2010,as well as Microsoft Visio 2010 and Microsoft Project 2010,for business customers worldwide.This is an example of a ___________.

Figure 18-5 -According to Figure 18-5 above,"C" is the definition for which type of advertising agency?

owners of a small bookstore want to run an ad in their local newspaper.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?

Which of the following is an advantage of using magazines as an advertising medium?

are companies preparing to participate in the transformation to online television?

advantage of using newspapers as an advertising medium is

Yellow pages publishers are facing increasing public concern about

of the most common measures in advertising is

Starch Test Image -Starch test used aided recall to determine the percentage of those (1)__________, (2)who saw or read any part of the ad identifying the product or brand, (3)who read any part of the ad's copy,and (4)who read at least half of the ad.

Interactive ads that have drop-down menus,built-in games,or search engines to engage viewers are referred to as __________.

advantage of using the Internet as an advertising medium is

Figure 18-4 -According to Figure 18-4 above,which firm has the largest share of the Internet search market?

Another name for pioneering advertising is __________ advertising.

is a point-of-purchase display? Discuss two reasons why firms use them.

reinforcement ad

the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see merging truck." it was using which type of ad appeal?

Which of the following statements regarding transit advertising is MOST accurate?