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Exam 15: Advertising, sales Promotion, and Public Relations

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Question 91

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All of the following statements are true about using sex appeals in advertising except which?

A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B) Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C) Sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D) Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E) When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.

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Question 92

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What is cooperative advertising?

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Cooperative advertising is a sales promo...

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Question 93

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Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

The purpose of competitive institutional advertisements is to

In television or radio advertising,rating refers to

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

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

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

All of the following are factors used to select a particular medium for an advertisement except which?

Pioneering advertisements would most likely be used during which stage of the product life cycle?

During a recent winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus.This is an example of a __________,in which the media donated free space and airtime.

One of the most common measures in advertising is cost per thousand

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use

Advertising refers to

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that is imported into the U.S.from Italy.A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure were delivered to consumers' doors via the Sunday newspaper.What type of sales promotion was used here?

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 the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.