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

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Question 91

Multiple Choice

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A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a

A) public service announcement.
B) cooperative advertisement.
C) cause-related publicity tool.
D) news conference.
E) news release.

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

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Question 92

Multiple Choice

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Using actors Samuel L. Jackson in a Capital One commercial and George Clooney in a Nespresso ad rather than unknown actors is an example of a popular form of advertising today-the use of

A) a reference group appeal.
B) snob appeals.
C) peer spokespersons.
D) a sex appeal.
E) celebrity spokespersons.

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

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Question 93

Multiple Choice

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The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

________ is one of the fastest-growing forms of Internet advertising, as approximately 80 percent of all Internet traffic begins at a search engine such as Google, Bing or Oath.

List two advantages and two disadvantages of using each of these for advertising: directories (yellow pages), the Internet, and billboards (outdoor).

Which of these is one of three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors?

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?

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

The first decision in developing an advertising program is to

________ can take three forms: pioneering (or informational) , competitive (or persuasive) , and reminder.

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a ________, in which the media donated free space and airtime.

________ advertising is often used to support the public relations plan or counter adverse publicity.

The availability of streaming services has led to new trends in television viewing, including canceling pay-TV services, known as

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.

In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.