Exam 18: Advertising, Sales Promotion, and Public Relations

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Which of the following statements about comparative advertising is true?

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

One advantage of using the yellow pages as an advertising medium is

While many commercials that use humorous appeals gain the attention of the audience,they

With respect to Figure 18-2 above,__________ spending accounts for 11% of all advertising expenditures?

According to the UMD 18: CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Advertisers are excited about online TV because

Google's first search engine was called "__________."

While many commercials that use sex appeals gain the attention of the audience,they

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

One advantage of using the Internet as an advertising medium is

One disadvantage of using newspapers as an advertising medium is

The three primary types of product advertisements are __________,competitive,and reminder.

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

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with __________.

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using __________ to promote its products.