Exam 18: Advertising, Sales Promotion, and Public Relations

use of Charles Barkley in Nike commercials rather than unknown actors is an example of a very popular form of advertising today-the use of __________.

key objective of competitive advertising is to

variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

number of different people or households exposed to an advertisement is referred to as

Wall Street Journal and USA Today each have a national distribution of more than

ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n)__________.

next big change coming to television is

developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Periods of advertising scheduled between periods of no advertising to reflect seasonal demand,represent the __________ schedule of advertising.

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

disadvantage of using newspapers as an advertising medium is

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Cooperative advertising refers to

sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

There are five common approaches to posttests: __________,unaided recall,attitude tests,inquiry tests,and sales tests.

Campbell's Kettle Soup Ad -the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational),competitive (or persuasive),and reminder-are referred to as

two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.