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Exam 17: Advertising, Sales Promotion, and Public Relations

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Question 61

Multiple Choice

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The key objective of a pioneering ad is to:

A) reinforce previous knowledge.
B) identify the target market.
C) change the target market.
D) inform the target market.

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

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Question 62

Multiple Choice

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Institutional advertising can take all of the following alternative forms EXCEPT:

A) competitive institutional ads.
B) product institutional ads.
C) reminder institutional ads.
D) pioneering institutional ads.

E) B) and D)
F) A) and D)

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Question 63

Multiple Choice

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Which of the following statements about the Online as an advertising medium is NOT true?

Which of the following is NOT an example of an advertising post-test?

According to the text, the main driver why public relations departments are using social media is because consumers:

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

The Montréal Jazz Festival Organizing Committee brings together companies like TD Bank, RioTinto, Tourism Montreal, Governments of Quebec and Canada to generate sufficient revenue to host the festival each year. This type of activity can best be described as _________.

The province of British Columbia in conjunction with the BC Fruit Growers Association developed the "School Fruit and Vegetable Nutrition" campaign to show the benefits of fruits and vegetables. The goal of these ads is to increase demand for fruits and vegetables as they compete with other less healthy alternatives. This is an example of a advertisement.

Some individuals are arguing that certain PR clashes between groups, such as those of PETA and the Canadian seal hunting industry, should even be:

The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

An ad for Citrucel fibre supplement claimed that in a blind taste test, consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ Advertising.

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:

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:

As a subscriber to Real Simple magazine, Kelly was asked by a researcher which ads she remembered seeing in the most recent issue of the magazine. Then she was asked questions about the content and appearance of the ads she remembered. The researcher Was using __________ to test the effectiveness of ads in the magazine.

In the first week of April, the Ellen DeGeneres television show premieres a show that is full of errors and asks viewers to record all the errors they can and send the list to an address in California. The person who has found the most errors wins a chance to visit the set where the show is taped and have a walk-on role. This is an example of a:

Discuss the process of pre-testing and post-testing advertising copy. Include a list of methods used for pre-testing and post-testing in you answer. Be sure to explain why marketers should pre-test and post-test ad copy.

The Canadian government ran an extremely graphic video that depicted a teenager driving a car while texting, and getting into an accident that showed blood and exposed bones. The focus on this was_________ appeal.

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a:

At a trade show for clean-technologies, a manufacturer of water treatment equipment asks passersby to drop off their business card into a fishbowl to win a free iPad Air. This is an example of a:

A political ad that incorporates a fear appeal would most likely be expressed as