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Exam 15: Advertising, sales Promotion, and Public Relations

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Question 151

Multiple Choice

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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?

A) pioneering institutional advertisement
B) competitive institutional advertisement
C) advocacy institutional advertisement
D) reminder institutional advertisement
E) subliminal institutional advertisement

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

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Question 152

Multiple Choice

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All of the following statements are true about using humorous appeals in advertising except which?

A) Humorous content automatically improves the reach of an advertisement.
B) Some studies suggest that humor wears out quickly, losing the interest of consumers.
C) Humor's effectiveness may vary across cultures if used in a global campaign.
D) The use of humor is widespread in advertising and can be found in many product categories.
E) Advertisers believe that humor improves the effectiveness of their ads.

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

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Question 153

Multiple Choice

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A sales promotion prominently displayed in a store aisle is called __________ display.

"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.

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

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

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of __________ advertisement.

One advantage of using billboards as an advertising medium is

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

The Starch test uses aided recall to determine the percentage of those who did which of these?

Messages on the interior and exterior of buses,subway cars,light rail cars,and taxis are referred to as

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

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 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.

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as

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.

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

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.

All of the following are the most popular premiums except which?

Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as