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Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

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Question 51

Multiple Choice

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GEICO ads that use a talking gecko, a group of robbers ordering a getaway car with an app, or a group of pigeons on a wire talking about GEICO are using which type of advertising appeal?

A) reminder
B) fear
C) humor
D) sex
E) cognitive

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

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Question 52

Multiple Choice

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A limited-service agency is

A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design.
B) an advertising agency that specializes in one aspect of the advertising process, such as developing advertising copy or providing Internet services.
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs.
E) one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

F) A) and C)
G) C) and E)

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Question 53

Multiple Choice

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Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a ________ advertisement.

Victoria Flower placed a print ad with the tagline "Nothing says 'I love you' like flowers on Valentine's Day," making it what type of product advertisement?

Click-through rates, awareness, and shareability are among the ________ Fallon Worldwide uses in the evaluation process for its advertising campaigns.

A Verizon "Share Everything" ad that describes a new smartphone plan with unlimited talk and text service informs its target market about what the service includes and how it can improve communication. This ad is an example of ________ advertisement.

Continuous scheduling would most likely be used for advertising

There are five common approaches to posttests, including which of these?

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a ________ sales promotion.

Prior to recent Super Bowls, Doritos sponsored "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges selected the finalists, posted the submissions on the Doritos Facebook page, and opened up voting by the public. Which type of sales promotion was Doritos using?

One advantage of using newspapers as an advertising medium is

Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements.

Flighting schedules would most likely be used for advertising

The Starch test uses ________ 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.

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as

In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.

All of these add to the costs of coupons except which?

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of

In marketing terminology, the current trend of consumers moving to streaming options to view TV programming and other video is known as