Exam 18: Advertising, Sales Promotion, and Public Relations

marketers,the primary objective of coupons is to __________.

There are three key factors when choosing among place-based media options for an advertising campaign: (1)the media habits of the target audience; (2)the product's attributes; and (3)__________.

flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.

Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.

sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Got Milk? Ad -Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as compared to other beverages.This is an example of a __________ advertisement.

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

of the disadvantages associated with television as an advertising medium is that it

Figure 18-4 -of the largest portals for Internet advertising are _________ and __________.

you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000,what would your CPM be?

Figure 18-2A -According to Figure 18-2A above,which of the following media alternatives has the largest amount of advertising expenditures?

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 15% of all advertising expenditures?

common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

purpose of pioneering institutional advertisements is to

advantage of using newspapers as an advertising medium is their

cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Campbell's Kettle Soup Ad -Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n)__________.

advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.