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Exam 15: Advertising, Sales Promotion, and Public Relations

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Question 181

Multiple Choice

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The primary purpose of a pioneering product advertisement is to

A) tell people what the company is, what it can do, and where it is located.
B) tell people what a product is, what it can do, and where it can be found.
C) show one brand's strengths relative to those of competitors.
D) reinforce previous knowledge of a product.
E) build goodwill or an image for an organization rather than promote a specific product or service

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Question 182

Multiple Choice

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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 with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?

A) prime time national television
B) magazines targeted toward wealthy residents of Milwaukee
C) radio stations that targets millennials
D) flyers sent to all the Milwaukee zip codes
E) Milwaukee regional newspapers

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Question 183

Multiple Choice

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One way TV advertising can reduce wasted coverage is to

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

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience __________.

Most advertising messages are made up of two elements, which are

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising.

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

What is the term for households in which people only watch TV through a broadband connection?

An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

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

A full-service advertising agency refers to

Cooperative advertising refers to

The purpose of an advocacy advertisement is to

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) __________, and (3) training of distributor's salesforces.

All of the following add to the costs of coupons EXCEPT:

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options - in airports, doctors' offices, health clubs, or theaters, which are referred to as __________.