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Exam 18: Advertising,sales Promotion,and Public Relations

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Question 131

Multiple Choice

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The most common form of outdoor advertising is

A) transit.
B) point-of-purchase display.
C) the billboard.
D) the kiosk.
E) in-store signage.

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

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Question 132

Multiple Choice

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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?

A) Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B) Provide a premium to build customer goodwill by receiving reduced-price merchandise.
C) Have a sign that will be placed on the grocer's freezer where the product is offered for sale.
D) Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E) Use a demonstrator hired by the company to prepare the snack in a grocery store and give away samples of the snack to shoppers as they pass by.

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

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Question 133

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An ad for Hydroxycut,a dietary supplement sold as a weight loss aid,depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds.This ad is using a(n)

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

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?

In a ________,the test ad is placed in a collection with several other ads,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Digital billboards allow advertisers to quickly present ________ ads,which are based on current events,weather,business conditions,etc.

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 5 states,"You don't need to ________ to need an answer."

An e-mailed 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?

One of the disadvantages associated with radio as an advertising medium is that it

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

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.

Sampling is an appropriate strategy for which type of products?

Another name for pioneering advertising is ________ advertising.

One advantage of using newspapers as an advertising medium is

One of the advantages associated with radio as an advertising medium is that it

The number of different people or households exposed to an advertisement is referred to as

An ad for Citrucel fiber supplement claimed that in a blind taste test,consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of ________ advertising.

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

Identify the three different approaches used to schedule advertising.