Exam 16: Advertising, Sales Promotion, and Public Relations

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product are commonly referred to as a _________.

Limited-service agencies refer to

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "A" garners the largest amount of advertising expenditures.Which of the following identifies that segment?

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example Taco Bell used a sales promotion technique called

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.

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers and remind them that Trice is the source for all their gift-giving needs?

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are referred to as _________.

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

Method of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "D" garners 6% of the total advertising expenditures.Which of the following identifies that segment?

Full-service advertising agency refers to

A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products.It is usually placed in a high-traffic area of the store.This type of sales promotion is referred to as _________.

The key objective of a pioneering ad is to

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

One disadvantage of using magazines as an advertising medium is

Buyer turnover refers to

One of the most common measures in advertising is

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "C" garners the third largest amount of advertising expenditures.Which of the following identifies that segment?

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

One disadvantage of using magazines as an advertising medium is