Exam 15: Advertising, Sales Promotion, and Public Relations

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 __________.

-With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures?

Which of the following statements about comparative advertising is true?

When Bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle," it is using which type of advertising appeal?

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

A news conference is a(n)

What is a point of purchase display? Discuss two reasons why firms use them.

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

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Gross rating points (GRPs) are determined by the formula

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

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

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 is ad is an example of __________ advertising.

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

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

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.

The most popular loyalty programs today are __________ reward programs.