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Exam 15: Advertising and Public Relations

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Question 21

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Although television advertising has high absolute costs, its cost per exposure is relatively low.

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Question 22

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Which of the following is a digital medium that is used by advertisers to reach consumers directly?

A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television

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Question 23

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Describe the significance of public relations as a mass-promotion tool.

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Refer to the scenario below to answer the following question(s) . Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!" Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60-percent discount." -Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?

Which of the following statements is most likely true about radio as an advertising medium?

Modern Family and The Wall Street Journal are both examples of ________-specific media within each general media type.

Which of the following is NOT a major public relations tool?

Which term refers to the general idea that will be communicated to consumers through an advertisement?

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Why is reach an important measure for a marketer?

Which of the following characterizes standardized global advertising?

In an endorsement style of execution, the endorsers can be characters that represent the product.

Advertising objectives should be based on the marketing mix, positioning, and ________.