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Exam 18: Advertising, Sales Promotion, and Public Relations

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Question 61

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A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n) __________.

A) continuous schedule
B) phased schedule
C) pulse schedule
D) turnover schedule
E) intermittent schedule

F) A) and B)
G) A) and D)

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Question 62

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In terms of scheduling advertising,buyer turnover refers to

A) the amount of time between repeat purchases for a given product.
B) how often new buyers enter the market to buy a product.
C) the amount of time for a buyer to enter and exit a product's life cycle.
D) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E) the ratio of repeat purchases to the number of buyers for an offering.

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

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Question 63

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Recent studies comparing advertising in different media suggest that magazine advertising

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.

Experts estimate that consumers conduct approximately __________ searches each month.

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

A limited-service agency refers to

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

According to Figure 18-5 above,"B" is the definition for which type of advertising agency?

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a __________.

Because of consumer "banner ad blindness," the current click-through rate is __________.

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

For marketers,the primary objective of coupons is to __________.

Information and persuasive content can be combined to form

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

The purpose of an advocacy advertisement is to

A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?