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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 121

Multiple Choice

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Toyota unveiled its new off-road-ready package, the 2019 TRD Pro Series for the Tundra, Tacoma and 4Runner, during the 2018 Chicago Auto Show. The media was invited to the presentation and the launch was widely reported. This is an example of a

A) news release.
B) news conference.
C) promotional giveaway.
D) PSA.
E) cooperative advertisement.

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

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Question 122

Multiple Choice

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Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

A) trade-oriented sales promotions.
B) consumer-oriented promotions.
C) reseller-oriented promotions.
D) wholesaler-oriented promotions.
E) retailer-oriented promotions.

F) A) and E)
G) None of the above

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Question 123

Multiple Choice

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The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a ________ appeal.

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks, watching through her cable provider's on-demand services. She saw the same ads for CarMax and Verizon too many times to count. In advertising terms, CarMax and Verizon have achieved high ________ with viewers of this program.

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?

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2018, the cost had soared to $5 million for a 30-second spot. The most likely reason for the escalating cost is that

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

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 reminder ad

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.

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal?

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

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad?

An emailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as

The owners of a small bar and grill want to run an ad on local radio in the town where the business is located. Their objective is to create awareness for the restaurant among the town's consumers. Which of the following measures should be used to determine how many different people will hear the advertisement?

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

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 1 states, "Focus on the ________ and all else will follow."