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Exam 16: Integrated Marketing Communications, advertising, and Public Relations

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Question 111

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Compare and contrast marketing public relations with nonmarketing public relations.

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Nonmarketing public relations refers to ...

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Question 112

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The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo.

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Question 113

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Match each item with the correct statement below. -A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as _____.

Think Green,a not-for-profit organization,promotes its "go vegan" lifestyle by publishing advertisements in the print media as well as electronic media.This is an example of _____ advertising.

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Integrated marketing communications (IMC)broadens promotion to include all the ways a customer has contact with an organization.​

Nonpersonal selling of a particular good or service is called _____ advertising.

_____ are an outcropping of banner ads that appear on the results page of a search and are specific to the searched term.

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers.Which appeal is being used in this commercial to motivate the viewers to act?

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium?

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Legislation regulates the placement of outdoor advertising near interstate highways.

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

The four major elements of a print advertisement are the headline,illustration,body copy,and signature. ​ ​What is the purpose of the signature?

Match each item with the correct statement below. -Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit?