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Exam 18: Advertising, Sales Promotion, and Public Relations

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Question 101

Multiple Choice

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Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue.

A) 30 percent
B) 40 percent
C) 50 percent
D) 60 percent
E) 70 percent

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

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verified

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Question 102

Multiple Choice

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Software programs called __________,is a form of click fraud where the software is used to produce automatic clicks on ads.

A) click spiders
B) clickbots
C) click spam
D) click hammers
E) click tippers

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

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Question 103

Multiple Choice

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The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy,and (4) __________.

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use __________.

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

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

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.

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

Pulse scheduling would most likely be used for advertising __________.

Although Nutri-System and Jenny Craig dieting systems often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Identify the three different approaches used to schedule advertising.

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?

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 __________.

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

The purpose of reminder institutional advertisements is to

Which sales promotion tool is the best match for the growth in consumer (or user) -generated content?

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons,such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as __________.

One disadvantage of using magazines as an advertising medium is

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.