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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 21

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

A) The National Enquirer and the National Review.
B) The Wall Street Journal and USA Today.
C) The Daily Beast and the National Enquirer.
D) The Chicago Tribune and the Los Angeles Times.
E) The Christian Science Monitor and the Huffington Post.

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

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Question 22

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Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of

A) remote media.
B) social network advertising.
C) place-based media.
D) advocacy advertising.
E) cooperative advertising.

F) None of the above
G) D) and E)

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Question 23

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If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000, what would your CPM be?

An ad for Mercedes-Benz automobiles 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 nor any sign of a product in the ad. This ad was an example of ________ advertising.

The State of Florida's Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a ________ advertisement.

When a ________ is offered on lower-priced items as a sales promotion, the time and trouble of mailing in a proof of purchase to get the check often means that many buyers never take advantage of it.

A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?

When a company uses ________, it is using its own advertising staff to provide the promotional services needed by the company.

Geico ads that use a talking gecko, or a group of robbers ordering a getaway car with an app, or a group of pigeons on a wire talking about Geico are using which type of advertising appeal?

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

A variation of the case allowance is the ________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

All of the following add to the costs of coupons except which?

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Recent studies comparing advertising in different media suggest that magazine advertising

Cooperative advertising refers to

The three primary types of product advertisements are

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Prior to recent Super Bowl weekends, Doritos sponsored "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges selected the finalists, posted the submissions on the Doritos Facebook page, and opened up voting by the public to name the $1 million prize winner. Which type of sales promotion was Doritos using?

The most sophisticated form of pretest is the

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a ________ sales promotion.