Exam 18: Advertising, Sales Promotion, and Public Relations

As shown in the McDonald's Sales Promotion Image above,McDonald's partners with Hasbro each year to offer a Monopoly sales promotion.Customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board.If a set of tokens matches the color-coded properties,customers will win cash prizes of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion called?

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

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.

The 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.

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $327,897 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition of USA Today (newspaper)is $207,720 and its U.S.audience size is 1,711,696.The cost of a full page color ad in the U.S.national edition of Bloomberg Businessweek (magazine)is $148,300 with an audience size of 900,000.The cost of a full page color ad in the U.S.national edition of Sports Illustrated (magazine)is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl (television)is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the HIGHEST CPM?

All of the following statements are true about the changing aspects of traditional television viewing EXCEPT:

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information __________."

If 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?

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

Digital billboards allow advertisers to quickly present __________ ads,which are based on current events,weather,business conditions,etc.

Which of the following is a trend that influences newspapers today?

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

One disadvantage of using the Internet as an advertising medium is

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

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

All of the following are publicity tools EXCEPT:

Some studies estimate that __________ of a consumer's buying decisions are made in the store.