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Exam 18: Advertising,sales Promotion,and Public Relations

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Question 161

Multiple Choice

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Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that is imported into the United States from Italy.A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure were delivered to consumers' doors via the Sunday newspaper.What type of sales promotion was used here?

A) product placement
B) sample
C) premium
D) sweepstakes
E) deal

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

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Question 162

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Pioneering advertisements would most likely be used during which stage of the product life cycle?

A) introduction
B) decline
C) maturity
D) acceleration
E) growth

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

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Question 163

Multiple Choice

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One disadvantage of using magazines as an advertising medium is

While not all advertising options are as expensive as the Super Bowl,most alternatives

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a ________ advertisement.

A pioneering (or informational) ad

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

The most popular loyalty programs today are ________ reward programs.

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 a(n)

In planning and obtaining publicity,a frequently used tool is the ________,which is an announcement regarding changes in the company or the product line.

A promotion related to the movie Kong: Skull Island was seen in stores throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Using actor Samuel L.Jackson in a Capital One commercial or singer Beyoncé in an American Express ad rather than unknown actors is an example of a popular form of advertising today-the use of

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion.Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board.If a set of tokens matches the color-coded properties,customers win cash prizes of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion called?

Sales promotion expenditures account for ________ percent of all promotional spending.

When the Campbell Soup Co.introduced its new Slow Kettle Style Soups,its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store.What type of product advertisement was it most likely using in its ads?

For marketers,the primary objective of coupons is to

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?

Which of the following is a publicity tool?

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

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 is an example of a very successful ________ promotion.