FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 16: Advertising, Sales Promotion, and Public Relations

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 101

Multiple Choice

Review LaterAdd Note

Review Later

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?

A) Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B) Provide a premium to build customer goodwill by receiving reduced price merchandise.
C) Produce a point-of-purchase display that will be placed near a grocer's checkout register.
D) Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E) Use a demonstrator hired by the company to prepare the snack in a grocery store and give away the snacks to the shoppers.

F) A) and D)
G) C) and D)

Correct Answer

verified

Show Answer

Question 102

Multiple Choice

Review LaterAdd Note

Review Later

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

A) deceptive advertising.
B) click fraud.
C) web tipping.
D) click-ups.
E) click-botting.

F) B) and D)
G) D) and E)

Correct Answer

verified

Show Answer

Question 103

Multiple Choice

Review LaterAdd Note

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

One way TV advertising can reduce wasted coverage is through

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

One advantage of using magazines as an advertising medium is

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.

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

Most advertising messages are made up of two types of elements

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

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) _________.

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

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 _________.

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

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?

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

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

"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.

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 _________.

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 _________.