Exam 18: Advertising, Sales Promotion, and Public Relations

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

In terms of scheduling advertising,buyer turnover refers to

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)__________.

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a __________.

The 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.

Experts estimate that consumers conduct approximately __________ searches each month.

According to Figure 18-5 above,"B" is the definition for which type of advertising agency?

A limited-service agency refers to

Information and persuasive content can be combined to form

The purpose of an advocacy advertisement is to

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Because of consumer "banner ad blindness," the current click-through rate is __________.

Recent studies comparing advertising in different media suggest that magazine advertising

A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

For marketers,the primary objective of coupons is to __________.

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

Which of the following statements describes a potential problem with using sex appeals in advertising?