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Exam 17: Advertising, Sales Promotion, and Public Relations

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Question 91

Multiple Choice

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Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

A) Showing pictures of the staff and location of the insurance company.
B) Focusing on the ability to process automatic withdrawals to pay for life insurance.
C) Showing costs of the life insurance depending on whether the customer smokes or not.
D) Showing the negative effects of premature death on the relatives of those who do not carry enough life insurance.

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

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Question 92

Multiple Choice

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In the TB Figure 1,alternative "A" is the definition for which of the following?

A) A full-service agency
B) A limited-service agency
C) An in-house agency
D) A media agency

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

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Question 93

Multiple Choice

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The Niagara Region Grape Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ad asks readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a _____ to measure the effectiveness of its ads.

The owners of a small hardware store had a limited advertising budget.As such,the owners of the store were very concerned with spending their advertising dollars wisely.One of their primary advertising concerns was to expose customers in a limited market area to their advertising messages as often as possible.The owners of the hardware store were concerned with:

The key objective of a pioneering ad is to:

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near populous centres.The timing is right for this company to be extremely successful,but it must use _____ advertising so oil companies will know of its product's existence.

The three approaches to setting advertising schedules are:

Theatre tests:

When preparing his grocery shopping list,Winston actively scans the supermarket ads in the local newspaper for coupons,rebates,and sale items.While in the store,Winston also looks for free samples of new products and products he hasn't purchased previously.The coupons,rebates,sale items,and free samples are all examples of:

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in North America as more natural gas lines are being laid near populous centers.The timing is right for this company to be extremely successful,but it must make itself known to oil companies.One method it used was an article about the company in Business 2.0 magazine.This article described the company,what its product could do,and why the product was needed.The article was an example of:

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.Which type of sales promotion is Alka-Seltzer using?

Which of the following statements about unaided recall post-tests is true?

As Roderick was checking out of Office Depot the sales clerk said,"You'll probably want to take advantage of this offer." The offer read,"Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

For marketers,the primary objective of a premium is to:

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(n) _____ advertisement.

All of the following are true statements about print and digital magazines,EXCEPT:

Describe the three forms of product advertisements.What are their objectives?

Vancouver Organizing Committee (VANOC) brought together companies like BIRKS,Vincor,and EPCOR to generate sufficient revenue to help host the 2010 winter Olympic Games.This type of activity can best be described as _______________.

Shur-Valu Supermarkets changes its ads constantly to describe new products it has for sale and different price specials it offers.Which medium would be the least logical choice for placement of its messages?

The means by which the advertising message is communicated to the target audience is through: