Exam 18: Advertising, Sales Promotion, and Public Relations

publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Which of the following is an important guideline provided in the text for using a fear appeal?

Identify the three different approaches used to schedule advertising.

fastest growing form of Internet advertising is __________.

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Google chose a new model for its advertising,it decided to

Figure 18-2B -respect to Figure 18-2B above,"B" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart)?

Candie's Ad -Bebe,a contemporary women's clothing store,uses evocative imagery in its advertising,it is using which type of advertising appeal?

full-service advertising agency refers to

trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign is an example of a __________ campaign.

disadvantage of using magazines as an advertising medium is

disadvantage of using the Internet as an advertising medium is

Describe the three forms of product advertisements.What are their objectives?

disadvantage of using magazines as an advertising medium is

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

There are four commonly used forms of institutional advertising: advocacy,__________,competitive,and reminder.

California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California.The association is using a __________ to measure the effectiveness of its ads.

advantage of using billboards as an advertising medium is