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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 71

Multiple Choice

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The three approaches to setting advertising schedules are

A) flexible, seasonal, and continuous.
B) spontaneous, continuous, and intermittent.
C) continuous, flighting, and pulse.
D) daytime, prime time, and off-peak.
E) sporadic, intermittent, and infrequent.

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

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Question 72

Multiple Choice

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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

A) advertising.
B) publicity.
C) sales promotion.
D) personal selling.
E) direct marketing.

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

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Question 73

Multiple Choice

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All of the following statements are true about using humorous appeals in advertising except which?

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Advertising refers to

Publicity tools are

For marketers, the primary objective of coupons is to

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S, regretted not permitting its product to be used in the film. The use of Reese's Pieces in the movie is an example of

To help advertisers place ads based on their search-engine results, Google developed an online tool called

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

The average number of times a person in the target audience is exposed to an advertisement is referred to as

An advantage of online advertising such as offered through Google is that it is ________, which allows it to immediately assess its ________.

Another name for pioneering advertising is ________ advertising.

All of the following are alternative forms of institutional advertisements except which?

All of the following are factors used to select a particular medium for an advertisement except which?

________ may receive its compensation through a fee-based model, a commission-based model, or even an incentive-based model.

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

Nabisco used a free-standing rack in the shape of a bus to promote its Ritz and other cracker products. The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks. The "bus," which provided storage for the featured products, was placed in a high-traffic area of U.S. grocery stores. This type of sales promotion is referred to as a

Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented ________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

One advantage of using billboards as an advertising medium is