Exam 16: Advertising, Sales Promotion, and Public Relations

Click fraud can occur when legitimate Web site visitor clicks on ads without any intention of looking at the site.Stephen Dubner calls this practice _________.

An ad for Hydrozycut, an advanced weight loss formula by GNC, shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) _________.

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones.The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product.Which method would it most likely employ?

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine.(This magazine 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.

The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a _________.

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

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as _________.

One way TV advertising can reduce wasted coverage is through

Which of the following is an important guideline when using fear appeal?

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

An ad for an international consulting firm was intended to communicate the company philosophy-that you can be big and nimble at the same time-rather than sell any one particular service provided by the company.The ad is an example of __________ advertising.

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "B" garners the second largest amount of advertising expenditures.Which of the following identifies that segment?

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

Most advertising messages are made up of two types of elements

When developing the promotion program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and _________.

An advertising message usually focuses on __________ that are important to a prospective buyer in making trial and adoption decisions.

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

One advantage of using magazines as an advertising medium is

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

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