Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

One problem with humorous appeals is that

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

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

Which of these statements about inquiry tests is most accurate?

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a ________ stock protection program.

The owners of a small bar and grill want to run an ad on local radio in the small town where the business is located. Their objective is to create awareness for the restaurant among the town's consumers. Which of these measures should be used to determine how many different people will hear the advertisement?

Which of these is one of the forms of institutional advertising?

Information and persuasive content can be combined to form which common advertising appeals?

An ad for Citrucel fiber supplement claimed that in a blind taste test, consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ advertising.

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 advertisement that informs people what a company is, what it can do, and where it is located is referred to as

All of these are examples of posttests except which?

Taco Bell introduced its Doritos Locos Tacos by giving away millions of free tacos. Taco Bell used a sales promotion technique called

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

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

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

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

One disadvantage of using the Internet as an advertising medium is that

The most popular loyalty programs today are ________ reward programs.