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Exam 17: Advertising, Public Relations, and Sales Promotions

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Question 51

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

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Question 52

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Advertising is a paid form of marketing communication using:

A) television.
B) radio.
C) print media.
D) the Internet.
E) any of these.

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

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Question 53

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Persuasive advertising is often used when competition:

You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm.When she came in she expected to begin right away implementing the four Ps she had learned about in class.Instead,she was asked to work on a project identifying important events where celebrities might wear the fashions.She soon realized that this activity was part of __________,directly related to marketing.

__________ advertising has the advantages of being flexible,timely,and able to be localized.

Neville is trying to create an advertising message that tells consumers how his company's cell,pager,instant messaging,and Internet services differ from other alternatives in the market.Neville is trying to create a(n) :

To get us to remember their ad and the product or brand in the ad,advertisers must first:

Marketers __________ an advertising campaign in order to ensure that the various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her Board of Directors to conduct the agency's first-ever advertising campaign.Her first step will be to:

Jim is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region.Jim knows he can measure the number of inquires they get on their website in response to the ad,but he wants to monitor external factors that could influence consumers' responsiveness to the campaign.What factors should he monitor?

The difference between advertising and publicity is that advertising is:

The execution style of an advertising message must:

A __________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

Tyrone runs a parasailing business in Hilton Head Island,South Carolina.Tyrone closes his business in winter,when the water gets too cold.What type of advertising schedule should Tyrone use?

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product.

Firms are willing to offer generous rebates because:

PSAs typically focus on social marketing objectives.

Regina just bought a gourmet bagel store.She is working with a freelance graphic artist who is designing her logo and print advertisements.Regina is spending days looking over the various designs and options.She needs to remember that the creative aspect of advertising design:

Priscilla opened a new financial services office about two years ago.Now,she is established and known in her local market.How will her advertising message change?