Exam 18: Advertising, Sales Promotion, and Public Relations

The most common form of outdoor advertising is/are __________.

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

The purpose of competitive institutional advertisements is to

The means by which an advertising message is communicated to the target audience is through

An ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

For marketers,the primary objective of a contest is to

All of the following are shortcomings of advertising EXCEPT:

The three primary types of product advertisements are __________.

A reinforcement ad

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

The Doritos ad above that ran during a recent Super Bowl was rated the best ad for the Crash the Super Bowl Contest.It shows a grandmother who launched a baby wearing a sling to grad a bag of the chips.This ad is MOST LIKELY a __________ advertisement.

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)of various products by offering them a discounted price.

The Nabisco Sales Promotion Image above was seen in grocery stores throughout the U.S.The Nabisco bus was designed to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was placed in a high-traffic area of the store.This type of sales promotion is referred to as a __________.

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?

One advantage of using billboards as an advertising medium is

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

Most advertising messages are made up of two elements,which are

Bridgestone uses institutional __________ ads like the one shown above in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible.The owners of the toy store were MOST LIKELY concerned with

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.