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Exam 15: Advertising, Sales Promotion, and Public Relations

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Question 21

Multiple Choice

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"Inspired by Threads - A Fashion Challenge" is a(n) __________ 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.

A) premium
B) sweepstakes
C) contest
D) deal
E) end-run sample

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

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Question 22

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The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

A) the exposure rate
B) GRPs
C) frequency
D) the hit rate
E) CPM

F) All of the above
G) C) and D)

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Question 23

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Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site but want to keep them free. This practice is called __________.

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as 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 __________.

The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a __________ appeal.

Continuous scheduling would most likely be used for advertising __________.

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 an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Bridgestone uses institutional __________ ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

Advertising refers to

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that has been imported into the U.S. from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure that were delivered to consumers' doors via the Sunday newspaper. What type of sales promotion was used here?

-The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy, and (4) read at least half of the ad.

One disadvantage of using newspapers as an advertising medium is their __________.

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

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

-The "Got Milk?" ad shown above is an example of which type of advertising?

Sales promotion expenditures account for of all promotional spending.

For High-quality TV commercials, it typically costs about $354,000 to produce a(n) __________ ad.

Advertisements basically consist of two types: __________ and __________.