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Exam 18: Advertising, Public Relations, and Sales Promotions

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Question 31

Multiple Choice

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The difference between advertising and publicity is that advertising is

A) more effective in reaching consumers.
B) almost always used in conjunction with consumer satisfaction surveys.
C) a paid form of marketing communication.
D) designed to remind consumers, while publicity is used to persuade consumers.
E) designed for very targeted audiences, while publicity reaches mass audiences.

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

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Question 32

Multiple Choice

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Reminder advertising is primarily used to

A) prompt repurchase of a product.
B) create and build brand awareness.
C) accelerate market acceptance.
D) gather information about consumers.
E) persuade consumers to change existing perceptions.

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

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Question 33

Multiple Choice

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Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. All of the following would be on her checklist except

Procter & Gamble advertises its Tide brand of laundry detergent continuously. This is an example of a pulse advertising schedule.

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have ________ appeal.

Which of the following is the best example of a reminder advertising message?

All of the following statements about public relations are true except

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used ________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Chet was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions-specifically ________ in encouraging customers to buy.

Create a sales promotion to promote your university bookstore.

Marketers know perception is a highly selective process. What does this mean for advertisers?

Briefly define public relations. Why is public relations an important part of a marketing campaign?

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to ________, ________, or ________ potential and/or existing students.

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Consumer goods firms such as Lancôme often use reminder advertising to convince consumers to take action-switch brands, try a new product, or even continue to buy the advertised product.

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience. Why is this a starting point for effective advertising? What does identifying his target audience involve?

To be effective, what three qualities does a selling proposition in an advertising campaign need to have?

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to