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Exam 16: Advertising,public Relations,and Sales Promotion

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Question 31

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If an advertiser wants to enhance the sales of a specific good or service,institutional advertising should be used.

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Question 32

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People who buy the same product most or all of the time are known as brand switchers.

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Question 33

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Corporations often use advocacy advertising to express their views on controversial issues.

Decathlon Corp.,a sports shoe manufacturer,launches a new line of sports shoes.To promote the product,Fournotts Corp.invites its customers to try on the shoes for a period of one week and get a feel of its features.This is an example of _____.

Advertising can change consumers' deeply rooted values and attitudes.

Ryan's Hunting Emporium sells hunting equipment.The store advertises its equipment in a popular magazine that is distributed every Monday.A television commercial promoting Ryan's airs every Thursday at 5:00 p.m.for a three-month period.When new or updated equipment is introduced,the products are steadily advertised during a planned time period.Ryan's exemplifies a _____ media schedule.

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

CamScan is a manufacturer of printers,scanners,and other office equipment.It announces a cash refund for corporate purchases in large quantities.Rick purchases 20 color printers for his office from CamScan during this sale.To collect the cash refund,he needs to fill out and mail a form provided by CamScan,along with proof of purchase.In this case,which type of sales promotions is CamScan offering?

The term that describes the phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns is _____________.

Which of the following is NOT true of publicity?

Which of the following is NOT true of competitive advertising?

Which term describes a series of decisions that an advertiser makes regarding the selection and use of media,which allows the marketer to optimally and cost-effectively communicate the message to the target audience?

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used is known as a ____________.

Advertising can affect the way consumers rank a brand's attributes.

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Brita LED (light emitting diode) lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps) .The advertisements emphasize that Brita's LEDs cost less than CFLs and other brands of LEDs,last longer,consume less energy,and need to be replaced less frequently than CFLs.In this scenario,which of the following advertising appeals is used in Brita's ads?

Which advertising appeal centers around issues such as social embarrassment,growing old,or losing one's health which,because of the power of the emotion it stirs,requires advertisers to exercise care in execution?

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Which of the following refers to the cost of reaching one member of the target market?

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.