Exam 18: Advertising, Sales Promotion, and Public Relations

In a(n)__________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Trade promotions refer to

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 LOWEST CPM?

All of the following statements are true about coupons EXCEPT:

Sampling is an appropriate strategy for which type of products?

Advertising refers to

A competitive (or persuasive)ad

The "Got Milk?" ad shown above is an example of which type of advertising?

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

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

For marketers,the primary objective of a point-of-purchase display is to

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

One way TV advertising can reduce wasted coverage is to

One advantage of using billboards as an advertising medium is

One advantage of using magazines as an advertising medium is

Gross rating points (GRPs)are determined by the formula

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.