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Exam 17: Advertising, Sales Promotion, and Public Relations

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Question 31

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A 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 radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving The objective?

A) better segmentation capability
B) ads can be saved by consumers
C) more effective visuals
D) better reach

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Question 32

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What are the three types of pre-tests that can be conducted before advertising is placed in the media?

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Question 33

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The use of actor Michael J. Fox as a spokesperson for Toyota rather than an unknown model is an example of a very popular form of advertising today-the use of a(n) :

When Allan went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer heartburn relief medication. Which type of sales promotion is Alka-Seltzer using?

One reason for using magazines as an advertising medium is:

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct_________ before advertisements are Placed in a medium.

One reason for NOT using newspapers as an advertising medium is its:

The purpose of an advocacy advertisement is to:

Which of the following statements describes a problem with using sex appeals in advertising?

A documentary on CBC is discussing the latest David Suzuki book on sustainability and green living. An advertisement for the new Hummer H4 comes on. The makers of Hummer would consider this ad:

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Hewlett-Packard (HP) redeemable only at Walmart stores. This ad is an example of a:

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

Identify the three different approaches used to schedule advertising.

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

Describe the three forms of product advertisements. What are their objectives?

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

All of the following are categories of online advertising, except:

Advanced technology may soon allow a shopper, who is looking at different choices of canned spaghetti sauce at Loblaws, to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand. This is an example of:

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

After showing an advertisement for Tim Hortons's, a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the: