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Exam 17: Advertising, Sales Promotion, and Public Relations

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Question 21

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All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

A) identify the target audience.
B) specify the advertising objectives.
C) set the advertising budget.
D) pretest the advertising.

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

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Question 22

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Outdoor billboard advertising is becoming more advanced.For example,a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

A) tune their radio to hear ocean sounds
B) climb to the top and view Yonge Street
C) control the lighthouse's light with their smartphones
D) watch a video of the ocean on their phone

E) All of the above
F) A) and B)

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Question 23

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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.

Sampling is an appropriate strategy for which type of products?

What are the differences between merchandise allowances,case allowances,and finance allowances?

Describe how advanced electronics such as NFC,QR codes,and mobile advertising will impact the advertising industry.

The "Got Milk?" ad below is an example of which type of advertising?

An individual enters a website page and it starts loading.A bid request is sent out by the website publisher to potential advertisers saying "there is a 30-year-old French-Canadian male living in Montreal looking for airline tickets to Paris.How much are you willing to bid for being the only advertiser on this page?" Within milliseconds,the website publisher receives bids from different advertisers.The website publisher then analyzes who the highest bidder is and the winner is alerted and allowed to place the ad.This example leverages which concept?

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads,the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using:

The purpose of an advocacy advertisement is to:

MojoMax Health,a maker of an all-natural recovery product,sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold.This is an example of:

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Canada Goose used the picture of Kate Upton,a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka,as part of an online advertising campaign.Which strategy were they using?

Which of the following statements about inquiry tests is true?

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Which form of advertising is the most dominant in the industry?

CSI: Miami,a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene.This is an example of:

The frequent appearance of the Sears Wish Book Catalogue on the Corner Gas TV show is an example of:

What is the difference between a coupon and a deal?