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Exam 15: Advertising, sales Promotion, and Public Relations

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Question 61

Multiple Choice

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The first decision in developing an advertising program is to

A) set the budget.
B) specify the advertising objectives.
C) identify the target audience.
D) select the appeal.
E) select the media.

F) A) and D)
G) A) and E)

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Question 62

Multiple Choice

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While not all advertising options are as expensive as the Super Bowl,most alternatives

A) are at least 50 percent less effective.
B) fail in comparison.
C) still represent substantial financial commitments.
D) are at least 50 percent more effective.
E) rarely result in exposure of the target market, except on mobile devices.

F) A) and E)
G) C) and D)

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Question 63

Multiple Choice

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Nabisco used a free-standing rack in the shape of a bus to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was placed in a high-traffic area of U.S.grocery stores.This type of sales promotion is referred to as a

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

While many commercials that use sex appeals gain the attention of the audience,they

The means by which an advertising message is communicated to the target audience is known as

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

What is the difference between a coupon and a deal?

The Dial Soap ad with the tag line,"Aren't you glad you use Dial? Don't you wish everybody did? " is an example of which type of advertising?

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

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

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.

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

Which of the following statements about comparative advertising is true?

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images,reminding them that Trice is the source for all their gift-giving needs?

Which of the following is one of the commonly used forms of institutional advertising?

Google's first search engine was called

What are the steps to develop an advertising program?

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?