Exam 16: Advertising, Sales Promotion, and Public Relations

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

When Cadillac uses advertising to promote specific features of its Escalade hybrid it is using which type of ad?

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a __________ to measure the effectiveness of its ads.

FIGURE 16-4 -is an example of which type of appeal?

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

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

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

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) _________.

who read any part of the ad (read some), and who read at least half of the ad (read most).

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as _________.

One of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________ sales promotion.

One advantage of using the Internet as an advertising medium is

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

One disadvantage of using newspapers as an advertising medium is their

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

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

When students graduate from college, Ford often offers them a __________ of $500 when they purchase or lease a Ford or Lincoln-Mercury vehicle.

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

As a subscriber to Fitness magazine, Kelly was asked by a researcher, which ads she remembered seeing in the most recent issue of the magazine.Then she 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.