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Exam 18: Advertising Sales Promotion and Public Relations

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Question 81

Multiple Choice

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Because of consumer "banner blindness," the current click-through rate is __________ percent.

A) 0.01
B) 0.1
C) 1
D) 5
E) 10

F) A) and B)
G) A) and C)

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verified

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Question 82

Multiple Choice

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A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

A) limited-service agency
B) full spectrum agency
C) multi-service agency
D) in-house agency
E) full-service agency

F) C) and E)
G) B) and D)

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Question 83

Multiple Choice

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The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Co. encouraging the responsible use of alcohol, are __________ advertisements.

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Some studies estimate that __________ percent of a consumer's buying decisions are made in the store.

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of

A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

__________ advertising is often used to support the public relations plan or counter adverse publicity.

The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

The objective of __________ is to inform a newspaper, radio station, or other media of an idea for a story.

A common publicity tool is the __________, in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

An in-house agency

Google developed __________, two business practice tools, to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

All of the following statements are true about the changing aspects of television as an advertising medium except