Exam 18: Advertising, Sales Promotion, and Public Relations

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

One advantage of using billboards as an advertising medium is

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without __________."

In planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

The primary purpose of a competitive advertisement is to

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

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1)allowances and discounts, (2)__________,and (3)training of distributor's salesforces.

A discount on each case ordered during a specific period of time is referred to as a

For marketers,the primary objective of a sweepstakes is to

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

The Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad, (2)__________, (3)read any part of the ad,and (4)read at least half of the ad.

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

With respect to advertising,CPM is defined as

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Program-length (30-minute)advertisements that take an educational approach to communication with potential customers are referred to as __________.

All of the following statements are true about using sex appeals in advertising EXCEPT:

Infomercials refer to

A political ad that incorporates a fear appeal would most likely be expressed as