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One advantage of using newspapers as an advertising medium is


A) their long life span.
B) the excellent use of color graphics.
C) ads can be clipped and saved.
D) quick consumer response.
E) limited distraction from other features.

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

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-A recent Verizon Share Everything ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n) __________ advertisement. A) reminder product B) reminder institutional C) competitive product D) informational institutional E) pioneering product -A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n) __________ advertisement.


A) reminder product
B) reminder institutional
C) competitive product
D) informational institutional
E) pioneering product

F) A) and B)
G) B) and D)

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The consumer sales 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 __________.


A) co-branding
B) subliminal tie-in
C) product placement
D) partnership promotion
E) product parallelism

F) All of the above
G) A) and E)

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During the Pillsbury Bake Off,thousands of people across the country compete to create the best new recipe using the sponsor's products.Not only does the company benefit from publicity surrounding the event and the great recipes that can be used later to increase product usage,but also there is an increase in product sales as contenders buy items to practice their new recipes.The top 100 finalists are flown to Orlando,FL to compete for cash and merchandise exceeding $1 million! This is an example of a very successful __________ promotion.


A) challenge
B) contest
C) sweepstakes
D) competition
E) public relations campaign

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

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Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.


A) advocacy
B) comparative
C) persuasive
D) informative
E) reminder

F) D) and E)
G) None of the above

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What is cooperative advertising?

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Cooperative advertising is a sales promo...

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When a company uses a(n) __________,it is using its own advertising staff to provide the advertising services needed by the company.


A) intra-firm agency
B) promotion department
C) in-house agency
D) full-service agency
E) limited-service agency

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

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List and briefly define the four forms of institutional advertising.What are their objectives?

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Institutional advertisements are designe...

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Sampling is an appropriate strategy for which type of products?


A) products that are classified as shopping goods
B) new products
C) commodity products like salt,sugar,and baking soda
D) products that are perishable
E) products that are classified as specialty goods

F) D) and E)
G) All of the above

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Briefly describe how television and advertising on it has evolved over the years.

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Television started with broadcast TV.The...

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What are the steps to develop an advertising program?

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The steps include: (1)identify the targe...

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A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.


A) inquiry testing
B) concept testing
C) portfolio testing
D) aided recall
E) unaided recall

F) B) and D)
G) None of the above

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One advantage of using the Internet as an advertising medium is


A) there is no need to segment markets.
B) messages are automatically translated into multiple languages.
C) there are no real costs except computers used for initial encoding.
D) online ads almost always result in a "click," an action that leads to the purchasing of a product.
E) it can use animation to capture attention.

F) A) and D)
G) A) and E)

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Which of the following statements about comparative advertising is true?


A) Comparative advertisements now constitute over 90% of all television ads.
B) Comparative advertisements attract less consumer attention for the advertiser's brand.
C) Comparative advertisements need market research to provide legal support for their claims.
D) Comparative advertisements have been banned by the Federal Trade Commission.
E) Comparative advertisements can,and often do,cause more harm than good.

F) D) and E)
G) All of the above

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For marketers,the primary objective of coupons is to __________.


A) increase foot traffic in supermarkets
B) encourage repeat purchases
C) stimulate demand or encourage trial
D) retaliate against competitor's actions
E) minimize brand-switching

F) B) and C)
G) A) and E)

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McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.


A) deal
B) rebate
C) coupon
D) sample
E) premium

F) B) and C)
G) A) and E)

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One advantage of using magazines as an advertising medium is


A) the cost of placing a magazine ad is extremely low.
B) it takes a relatively short time to place the ad.
C) the ads can be clipped and saved.
D) the ease of translating consumer interests into a successful publication.
E) there is little need or benefit to incorporate four-color graphics.

F) A) and B)
G) A) and C)

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-The Geico ad shown above is <u>MOST LIKELY</u> an example of which type of appeal? A) reminder B) fear C) sex D) cognitive E) humor -The Geico ad shown above is MOST LIKELY an example of which type of appeal?


A) reminder
B) fear
C) sex
D) cognitive
E) humor

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

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Which of the following statements about inquiry tests is most accurate?


A) With inquiry tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B) With inquiry tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the most inquiries are presumed to be the most effective.
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D) In an inquiry test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised.
E) In an inquiry test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.

F) A) and D)
G) All of the above

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Infomercials refer to


A) public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B) a form of advertisement whose sole purpose is to entertain.
C) program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
D) direct response TV and radio ads that air during the late night or weekend mornings.
E) educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.

F) A) and C)
G) A) and B)

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