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OSU BUSML 3250 Exam 3 Questions with Complete Answers
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OSU BUSML 3250 Exam 3 Questions with Complete Answers
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OSU BUSML 3250 Exam 3 Questionswith Complete Answers
Exposure vs. Attention - Answer-exposure: contact with a stimulus, possibility of
noticing info
attention: thinking about the stimulus, info recorded in some way
exposure then attention
Voluntary Attention VS Involuntary Attention - Answer-personally relevant
VS
exposed to something surprising or that stands out from surrounding context, don't
inherently care about (when celebrities involved)
Habituation - Answer-if too familiar, stimulus loses attention-getting ability
decreasing responsiveness
Motivates consumers to take action & competition is most intense - Answer-Persuasive
Advertising
behavioral and attitudinal change - Answer-Social marketing
Puffery - Answer-legal exaggeration of praise (stopping just short of deception)
publicizing specific products - Answer-Product publicity
involves building and maintaining national or local community relations
based on community/gov - Answer-Public affairs
involves the creation and placing of newsworthy information to attract attention to a
person, product, or service - Answer-Press relations or press agency
morning shows
involves public relations with donors or members of nonprofit organizations to gain
financial or volunteer support - Answer-Development
involves building and maintaining relations with legislators and government officials to
influence legislation and regulation - Answer-Lobbying
, The public relations function of __________ is used to build and maintain national or
local community relationships. - Answer-public affairs
What are the two major elements of advertising strategy? - Answer-Creating messages
and selecting media
In selecting a media vehicle, media planners need to determine the cost of the vehicle's
reach. To measure this, they use a method known as __________. - Answer-cost per
1,000
One primary PR responsibility is to create content that __________. - Answer-draws
consumers to a brand
A company holds a news conference to announce a new product launch. Which PR tool
are they using in this example? - Answer-Special events
Annual reports, brochures, articles, and company newsletters all represent which type
of PR tool? - Answer-Written materials
Which public relations function is used to work with donors or members of nonprofit
organizations to gain financial or volunteer support? - Answer-Development
Which execution style shows one or more "typical" people using the product in a normal
setting? - Answer-Slice of life
The lines between advertising and public relations are becoming more and more
_______ - Answer-blurred.
It is common to see product placements long dash—embedding brands as props within
other programming, such as TV shows or movies. Product placements are a form of
__________. - Answer-branded entertainment
Sampling, coupon fliers, chance to win a trip - Answer-Sales Promotion
Advertising and consumer sales promotion are "_____" strategies - Answer-pull
Contests
Coupons
Aisle displays
Trade shows
Point-of-purchase
materials
Banners and
streamers
Frequent buyer
programs
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