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Exam 18: Advertising, Sales Promotion, and Public Relations

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Question 51

Multiple Choice

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There are five common approaches to posttests: aided recall,unaided recall,__________,inquiry tests,and sales tests.

A) exposure tests
B) attitude tests
C) performance tests
D) jury tests
E) comparison tests

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

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Question 52

Multiple Choice

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During the Pillsbury Bake Off,thousands of people across the country compete to create the best new recipe using the sponsor's products.Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage,but also there is an increase in product sales as contenders buy items to practice their new recipes.The top 100 finalists are flown to Orlando,FL to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.

A) challenge
B) contest
C) sweepstakes
D) competition
E) public relations campaign

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

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Question 53

Multiple Choice

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Pioneering advertisements would most likely be used during which stage of the product life cycle?

Consider Figure 18-1 above.For Super Bowl XLVII (2013) ,there were about __________ viewers.

One disadvantage of using the yellow pages as an advertising medium is

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) __________.

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

The most sophisticated form of pretest is the __________.

__________ advertising is often used to support the public relations plan or counter adverse publicity.

The objective of a(n) __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

There are a variety of online advertising options.The most popular are:

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

The Fidelity Investments ad above highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad shown above?

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states,"You can make money without __________."

One advantage of using magazines as an advertising medium is

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

Using LeBron James in a Samsung commercial or Beyoncé in a Pepsi ad rather than unknown actors is an example of a very popular form of advertising today-the use of __________.

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

After the release of the movie E.T. ,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of __________.

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