Exam 18: Advertising, Sales Promotion, and Public Relations

decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously unpurchased media space,or providing Internet services are referred to as __________.

advantage of using the Internet as an advertising medium is

Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

three primary types of product advertisements are __________.

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

average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Starch Test Image -Starch test uses a(n)__________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

and describe the three types of pretests that can be conducted before advertising is placed in the media.

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

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

Pepsi's Super Bowl ads generated a __________ increase in its Facebook "likes."

news conference is a(n)

advantage of using newspapers as an advertising medium is

Google purchased _________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

respect to advertising,CPM is defined as

Google's first search engine was called "__________."