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

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Question 71

Multiple Choice

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Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the highest CPM?

A) The Wall Street Journal
B) USA Today
C) Bloomberg Businessweek
D) Sports Illustrated
E) Super Bowl

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

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Question 72

Multiple Choice

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The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist. This is an example of ________ advertisement.

A) a competitive institutional
B) a competitive product
C) an advocacy
D) a pioneering product
E) a reminder institutional

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

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Question 73

Multiple Choice

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When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

When Philip Morris changed its name to Altria, it ran ________ institutional ads to inform consumers.

In television or radio advertising, rating refers to

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using ________ to promote its products.

Purchase frequency is related to the scheduling of advertising how?

An aided recall posttest designed 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, is

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for Time would be approximately

Chevy trucks are on display at the National Western Stock Show and Rodeo. Visitors are encouraged to sign up to win one of the trucks, no purchase necessary. Chevy is using a ________ sales promotion tool.

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, Florida, to compete for cash and merchandise that exceeds $1 million. This promotion is an example of a very successful ________.

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the lowest CPM?

An infomercial is

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ________ advertisements.

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as