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Exam 17: Advertising, public Relations, and Sales Promotion

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Question 21

Multiple Choice

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Which form of advertising is designed to influence demand for a specific brand?

A) Institutional advertising
B) Advocacy advertising
C) Competitive advertising
D) Pioneering advertising

E) C) and D)
F) None of the above

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Question 22

Multiple Choice

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_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.​

A) Promotional implementation
B) ​Media mix
C) ​Media planning
D) Market segmentation

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

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Question 23

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Explain how marketers manage unfavorable publicity using an example.

Which of the following is a difference between an attribute and a benefit of a product?

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Kriyoto Inc.is a retailer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased ten color printers for his office from Kriyoto during this sale.To avail the cash refund,he had to mail in a proof of purchase,purpose of purchase,proof of his company's legality,and his cash register receipt.In this case,Rick has received a:

A disadvantage of newspaper advertising is that it has__________.

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n) :

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

__________is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its luxury meal pack.This is an example of a:

Why do brands with a large market share spend proportionally less on advertising compared to brands with a small market share?

Humorous advertisements have been shown to be more effective at shaping attitudes when consumers already have a positive image of an advertised brand.

__________is a form of advertising designed to enhance a company's image rather than promote a particular product.

A(n) _____ designates the channel to be used,the specific vehicles,and the insertion dates of advertising.​

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women wearing its products.What kind of an advertising appeal is used by Duski?

A(n)__________designates the channel to be used,the specific vehicles,and the insertion dates of advertising.

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

__________is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.