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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 91

Multiple Choice

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A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a

A) sample.
B) deal.
C) rebate.
D) premium.
E) coupon.

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

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Question 92

Multiple Choice

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Which of the following is an important guideline when using a fear appeal?

A) Make sure the advertisement is still appropriate for viewing by children.
B) Make the appeal so strong that it appears humorous.
C) Don't make the appeal so strong that consumers will want to tune out the advertisement.
D) Avoid any reference to death or dying.
E) Make sure to emphasize that the outcome rests in the viewers' hands.

F) A) and B)
G) A) and C)

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Question 93

Multiple Choice

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The number of different people or households exposed to an advertisement is referred to as

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. With recent growth in the natural gas industry, the timing is right for this company's success, but it must use ________ advertising so oil and gas companies will know of its product's existence.

Which of the following statements regarding billboards is most accurate?

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

When developing the advertising program, specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Chevy trucks are on display at the National Western Stock Show and Rodeo. Visitors are encouraged to sign up to win one of the trucks, no purchase necessary. Chevy is using a ________ sales promotion tool.

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

A potential problem with using sex appeals in advertising is that

The broad set of interactive messaging options that enables organizations to communicate and engage with consumers through any mobile device is known as

Frequency in advertising refers to

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as

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

The availability of streaming services has led to new trends in television viewing including watching multiple episodes of a series in a short period of time, known as

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there. This an example of which type of advertising?