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Exam 18: Advertising,sales Promotion,and Public Relations

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Question 111

Multiple Choice

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Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's

A) advertising and public relations.
B) advertising and personal selling.
C) personal selling and public relations.
D) personal selling and direct marketing.
E) advertising and direct marketing.

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

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Question 112

Multiple Choice

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Cooperative advertising refers to

A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C) advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall.
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

F) C) and D)
G) B) and C)

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Question 113

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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

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

After the release of the movie E.T. ,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.The use of Reese's Pieces in the movie is an example of

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

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?

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.

A discount on each case ordered during a specific period of time is referred to as a

One advantage of using newspapers as an advertising medium is

News conferences would most likely be used during which stage of a product's life cycle?

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing

A common publicity tool is the ________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

The first decision in developing an advertising program is to

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

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

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

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