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Exam 18: Advertising, Public Relations, and Sales Promotions

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Question 81

Multiple Choice

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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

A) identify the target audience.
B) set the advertising objectives.
C) determine the advertising budget.
D) evaluate and select the media.
E) create the advertisements.

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

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Question 82

Multiple Choice

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Jami is managing an extended advertising campaign for a local convenience store chain.The campaign includes a series of television,radio,and print messages.As part of monitoring the campaign,which of the following offers a good indicator of advertising effectiveness?

A) the cost of the media buy
B) past economic conditions
C) planned store expansions in similar markets
D) new advertising concepts
E) the daily and weekly sales volume

F) A) and E)
G) B) and E)

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Question 83

Multiple Choice

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An emotional appeal aims to satisfy consumers' __________,while an informational appeal speaks to consumers' __________.

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

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

An advertisement for Titleist golf balls that airs on the cable television network Golf Channel is an example of which type of media channel?

Almost everyone in advertising agencies wants to be part of the creative team,coming up with potential award-winning ads.What admonition needs to be considered when creating advertisements and why?

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

Create a sales promotion to promote your university bookstore.

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the