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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 61

Multiple Choice

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Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as _________.

A) product advertisements
B) public service announcements
C) institutional advertisements
D) reminder advertisements
E) repositioning advertisements

F) B) and E)
G) A) and D)

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Question 62

Multiple Choice

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Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states, "You can make money without _________."

A) shooting yourself in the foot
B) cheating the other guy
C) doing hard labor
D) marring rich
E) doing evil

F) A) and C)
G) A) and D)

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Question 63

Multiple Choice

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One advantage of using newspapers as an advertising medium is

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as _________.

What is cooperative advertising?

The owners of a small toy store had a limited advertising budget.Because of this, the owners of the store were very concerned with spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible.The owners of the toy store were concerned with

The company's own advertising staff, which may provide full services or a limited range of services are referred to as a(n) _________.

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 _________.

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to consider the future when she was young is an example of a _________.

In the film Runaway Bride, Julia Roberts boarded a FedEx truck.Another actor gave voice to FedEx's service guarantee saying she will arrive "by 10 a.m.the next business day." This is an example of _________.

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

Posttests which involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

A form of promotion where creating products in real life to match those seen in a fictional setting is called _________.

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

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This campaign is a(n) __________ campaign.

Recent Bayer ads stating "We cure more headaches than you think" are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ to measure the effectiveness of its ads.

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as _________.

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