A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to “Drink Coke” and to “Eat Popcorn,” encouraging them to visit the snack lobby. Research has shown what about such messages?

Which of the following is a weakness of personal selling?

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card. Here, ExxonMobil is using which segmentation variable?

Direct-response advertising is in the form of a 30-minute or 60-minute advertisement that resembles a TV talk show or other program is called a(n):

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

The annual Sporting News Baseball Yearbook has exactly the same stories but with 15 different covers to appeal to baseball fans in each of its regions of the United States. What is the basis of its market segmentation strategy?

Figure 17-2  To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 17-2 above, the promotional element labeled D represents

An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he “was shocked at how fast Hydroxycut worked” when he lost 27 pounds. This ad is using a(n)

Which of the following is an advantage of using magazines as an advertising medium?

Lance Armstrong, Ryan Lochte, and Tiger Woods, all sports stars, lost contracts as celebrity spokespeople because