MKT 201: Chpt #14: The Promotion Mix: Advertising & PR

_______ measures the ability of an audience to recognize and identify a specific brand, while _______ measures the number of times an advertisement appears in a chosen medium.

A. Brand recognition; impressions

B. Brand awareness; impressions

C. Impressions; brand recognition

D. Impressions; brand awareness

Brand recognition; impressions

A café uses advertising to promote its portfolio of seasonal coffees and teas. Following the launch of the advertising campaign, it compares sales from this season to last season, when it didn’t run any advertisements. Which type of assessment is the café using?

A. Aided recall

B. Post testing

C. Sales testing

D. Inquiry testing

Sales testing

In which stage of the advertising plan do marketers release and run their advertisements?

A. Execution stage

B. Advertising budget stage

C. Advertising assessment stage

D. Push or pull strategy stage

Execution stage

Which of the following is an advantage of using advertising as a promotional tool?

A. Advertising costs less than promotional tools like public relations

B. Advertising competes with the noise from other promotional messages

C. Advertising can reach many people compared to other promotional tools

D. Advertising is expensive

Advertising can reach many people compared to other promotional tools

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

A. Advertisements

B. Lobbying

C. Press relations

D. Social media

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