Module 19 & 20: Advertising, Sales Promotion, and Public Relations

Question 1

Advertising

Answer 1

nonpersonal promotional communication about goods, services, and ideas that is paid for by the firm identified in the communication

Question 2

Informative Advertising

Answer 2

attempts to develop initial demand for a product

Question 3

Persuasive Advertising

Answer 3

attempts to increase demand for an existing product

Question 4

Reminder Advertising

Answer 4

seeks to keep the product before the public in an effort to reinforce previous promotional activity

Question 5

Rational Appeal

Answer 5

uses logical arguments to attempt to make the viewer think about the product and its benefits to better understand why purchasing or using the product is a good decision

Question 6

Emotional Appeal

Answer 6

aims for an emotional response from the viewer

Question 7

Advertising Puffery

Answer 7

advertising that makes broad exaggerations or boastful statements about a product or service that are subjective rather than objective

Question 8

Self-Regulation

Answer 8

involves a structure to settle disagreements in businesses without having to include government resources

Question 9

Public Relations

Answer 9

nonpersonal communication focused on promoting positive relations between a firm and its stakeholders

Question 10

Annual Reports

Answer 10

provide a forum for the organization to share with its stakeholders what it has achieved over the past year

Question 11

Publicity

Answer 11

involves disseminating unpaid news items through some forms of media to gain attention or support

Question 12

Online Publicity

Answer 12

is disseminated through any Internet-based platform

Question 13

Offline Publicity

Answer 13

includes more traditional print media