Exam 18: Advertising, Sales Promotion, and Public Relations

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)__________.

The American Cancer Society reports that 57,000 Americans die from colon cancer each year.They estimate that this number would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people of course fear the possibility of bad news.To encourage people to get tested for colon cancer,several ads using a man (known as "Polyp Man"),dressed in a big red suit making him look more like Mr.M&M to encourage people to get tested.This is MOST LIKELY an example of a __________ appeal.

One advantage of using the Internet as an advertising medium is

According to Figure 18-4 above,which firm has a 12.0% share of the Internet search?

When Google chose a new model for its advertising,it decided to

All of the following statements are true about magazines EXCEPT:

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

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

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

The purpose of pioneering institutional advertisements is to

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2013,the cost had soared to $3.8 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

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

During a visit to superbowl-ads.com,you will find

List two advantages and two disadvantages of using yellow pages,the Internet,and billboards (outdoor)for advertising.

Which of the following statements about comparative advertising is most accurate?

Which of the following statements about inquiry tests is most accurate?

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."