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Exam 15: Advertising, Sales Promotion, and Public Relations

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Question 191

Multiple Choice

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Recently, McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a __________.

A) deal
B) premium
C) rebate
D) coupon
E) sample

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

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Question 192

Multiple Choice

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When the office of National Drug Control Policy ran an ad with the headline, "Marijuana Harmless? Didn't see the merging truck.", it was using which type of ad appeal?

A) humor
B) fear
C) sex
D) nostalgic
E) guilt

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

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Question 193

Multiple Choice

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Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

All of the following statements are true about newspapers EXCEPT:

-The Fidelity Investments ad above 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 shown above?

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

The Nabisco created a free-standing rack in the shape of a bus for 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 __________.