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Exam 16: Advertising, Public Relations, and Sales Promotion

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Question 21

True/False

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In infomercials, companies put ad messages in web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue.

A) True
B) False

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Question 22

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In a free-press environment, publicity is easily controlled in a crisis.

A) True
B) False

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Question 23

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

People who buy the same product most or all of the time are brand switchers.

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Kriyoto Inc. is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from Kriyoto during this sale. To avail the cash refund, he needs to fill out a form provided by Kriyoto and email proof of purchase along with the form. In this case, which of the following types of sales promotions does Kriyoto offer?

Advertisements of Brita LED (Light Emitting Diode) Lightings are in the form of comparative advertising to emphasize the benefits of using LEDs over CFLs (Cathode Filament Lamps) . The advertisements emphasize that Brita's LEDs cost less than CFLs or other brands' LEDs, last longer, consume lesser energy, and need to be replaced fewer times than CFLs. In this case, which of the following advertising appeals is used in these ads?

_____ is a form of advertising designed to influence demand for a specific brand.

_____ is a form of institutional advertising.

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

Online advertising includes search engine marketing, display advertising, social media advertising, e-mail marketing, and mobile marketing.

Rue's Hunting Emporium sells hunting equipment. The store advertises its equipment in a popular magazine every Monday. It also plans to put out a television commercial every Thursday at 5:00 p.m. for a period of three months. When a new or revised equipment is introduced, the products are steadily advertised throughout a planned period of time. This is an example of a _____.

How is sales promotion cheaper and easier to measure than advertising? Explain using an example.

Explain with an example how marketers manage unfavorable publicity during a crisis.

Which of the following statements is true of executional styles for advertising?

Experiential marketing involves minimal engagement with a brand's consumers.

Which of the following statements is true of cooperative advertising?

Explain how online games are used for advertising.

An alternative to a commercial spot is _____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air.

Discuss the effects of advertising on consumers.