Exam 16: Advertising, Sales Promotion, and Public Relations

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states, "You don't need to __________ to need an answer."

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm which evaluates the entire link structure of the Web and uses the link structure to determine which pages are most important.

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Valentine's Day." What type of ad is this?

The consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as _________.

Geico ads which feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?

There are four commonly used forms of institutional advertising: advocacy, _________, competitive, and reminder.

The primary purpose of a competitive advertisement is to

Product advertisements focus on selling _________.

The key objective of competitive advertising is to

One disadvantage of using newspapers as an advertising medium is

Which of the following statements about comparative advertising is true?

To help advertisers place ads on their search-engine results, Google developed an online tool called __________.

Google purchased _________, an advertising exchange where Web sites put space up for auction and ad agencies bid to place ads for their clients.

One advantage of using newspapers as an advertising medium is

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

High-quality TV commercials typically cost about $361,000 to produce a __________ ad.

FIGURE 16-7 -The Starch test in Figure 16-7 above, uses a(n) __________ to determine the percentage of those who remember seeing a specific magazine ad (noted), the number who saw or read any part of the ad identifying the product or brand (seen-associated), the number who read any part of the ad's copy (read some), and the number who read at least half of the ad (read most).

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms 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 _________.

When preparing to go shopping after the Christmas holidays, Cristy actively scans the ads in the local newspaper for coupons, rebates, and sale items.While in the store, Cristy also looks for free samples of new products and products she hasn't purchased previously.The coupons, rebates, sale items, and free samples are all examples of _________.

A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements.In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement.Sylvania was using __________ in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.