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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 131

Multiple Choice

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Bridgestone uses institutional ________ ads in its "One Team, One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally-friendly factories.

A) pioneering
B) competitive
C) reminder
D) political
E) advocacy

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

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Question 132

Multiple Choice

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

A) theater test
B) range test
C) group test
D) portfolio test
E) jury test

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

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Question 133

Multiple Choice

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Which of the following is an advantage of using magazines as an advertising medium?

A discount on each case ordered during a specific period of time is referred to as a

CPM Marketing Dashboard -According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately

Purchase frequency is related to the scheduling of advertising how?

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

Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the highest CPM? See "Applying Marketing Metrics."

Tom Cruise wore Bausch and Lomb's Ray-Ban sunglasses in the movie Risky Business, and sales skyrocketed. The appearance of the sunglasses in the film is an example of

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

Product advertisements are advertisements that focus on

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef. This type of ad is

All of the following are examples of posttests except which?

Google generates revenue by offering online ________ opportunities next to search results or on specific Web pages.

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a

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 promotion is an example of a very successful ________.

Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the lowest CPM?

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as