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Exam 18: Advertising Sales Promotion and Public Relations

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Question 91

Multiple Choice

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All of the following are factors used to select a particular medium for an advertisement except

A) available budget.
B) campaign objectives.
C) the costs of alternative media.
D) the message content.
E) the type of product.

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

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Question 92

Multiple Choice

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Which of the following is a trend that influences newspapers today?

A) There is a growth in online newspapers.
B) Newspapers are enjoying increasing circulation.
C) Newspapers are increasing the number of printed pages.
D) More cities are increasing the number of newspapers that are available.
E) Cheaper newsstand prices have rekindled an interest in newspapers.

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

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Question 93

Multiple Choice

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Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

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 __________.

One advantage of using newspapers as an advertising medium is

One advantage of using the Internet as an advertising medium is

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

One advantage of using newspapers as an advertising medium is their

McDonald's offered collectible toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a

One of the advantages associated with television as an advertising medium is that it

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products.

Digital billboards allow advertisers to quickly present __________ ads, which are based on current events, weather, business conditions, etc.

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than