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Exam 15: Advertising, sales Promotion, and Public Relations

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Question 51

Multiple Choice

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What is the term used for people in households who only watch TV programming through a device other than a television?

A) wasted coverage
B) zero TV
C) wireless TV
D) multimedia TV
E) media divergence

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

Correct Answer

verified

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Question 52

Multiple Choice

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

A) last."
B) perfect."
C) slow."
D) accurate."
E) pretty fast."

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

Correct Answer

verified

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Question 53

Multiple Choice

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A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Another name for pioneering advertising is __________ advertising.

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a

A mother handed her college-aged son a clipped __________ and said,"Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

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.Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

The most sophisticated form of pretest is the

The Wall Street Journal and USA Today each have a national distribution of more than

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a

Tom Cruise wore Bausch and Lomb's Ray-Ban sunglasses in the movie Risky Business,and sales skyrocketed.The appearance of the sunglasses in the film is an example of

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.In this example,Taco Bell used a sales promotion technique called

Newspaper circulation and television ratings are measures of ________ in advertising.

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

Gross rating points (GRPs) are determined by the formula

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies) ,or providing Internet services (Internet agencies) are referred to as

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?

In the traditional advertising model,advertisers were charged using a __________ approach,which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.