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Exam 15: Advertising, Sales Promotion, and Public Relations

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Question 1

Multiple Choice

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

A) sustainable
B) philanthropic
C) reminder
D) persuasive
E) informational

F) None of the above
G) All of the above

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Question 2

Multiple Choice

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The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

A) the capabilities of the advertising agency
B) audience preferences
C) the costs of alternative media
D) media spending by competitors
E) available air time

F) C) and E)
G) A) and B)

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Question 3

Multiple Choice

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An ad for Conesco Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

What is a product placement? Discuss two reasons why firms use them

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

Pioneering advertisements would most likely be used during which stage of the product life cycle?

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of __________.

-The M&Ms ad shown above is an example of which type of advertising?

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

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

There are five common approaches to posttests: aided recall,unaided recall,__________,inquiry tests,and sales tests.

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

The __________ ad for Doritos showing a grandmother who launched a baby wearing a sling to grad a bag of the chips was rated the best ad for the most recent Super Bowl.

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Posttests that involve studies such as controlled experiments (e.g.,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as __________.