Question 1

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Accepted Answer

A)   premium.
B)   sweepstakes.
C)   deal.
D)   contest.
E)   trade promotion.F) A) and B)
G) B) and E)

Question 2

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) D) and E)
G) B) and D)

Question 3

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 4

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Accepted Answer

A)   $53.
B)   $120.
C)   $132.
D)   $165.
E)   $229.F) A) and C)
G) A) and B)

Question 5

Which of these statements regarding billboards is most accurate?

Accepted Answer

A)   Billboards are a good supplemental reinforcement for well-known products.
B)   Billboards are well-suited for pioneering product advertising.
C)   Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D)   Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)   Billboards are more effective in rural areas than in metropolitan ones.F) All of the above
G) None of the above

Question 6

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

A)   generate support for nonprofit organizations
B)   increase frequency of purchase of new products
C)   tout the competitive advantages of one industry over another
D)   build goodwill or an image for an organization
E)   promote alternative uses for a product classF) A) and D)
G) C) and E)

Question 7

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Accepted Answer

A)   a social media pattern.
B)   competitors' shortcomings.
C)   a "human truth" based on research.
D)   a new mission statement for the client.
E)   brand initiatives that are unique.F) A) and C)
G) None of the above

Question 8

Which of these is an important guideline when using a fear appeal?

Accepted Answer

A)   Ensure the advertisement is still appropriate for viewing by children.
B)   Make the appeal so strong that it appears humorous.
C)   Don't make the appeal so strong that consumers will want to tune out the advertisement.
D)   Avoid any reference to death or dying.
E)   Make sure to emphasize that the outcome rests in the viewers' hands.F) A) and C)
G) B) and C)

Question 9

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)   A turnkey agency
B)   A complete spectrum agency
C)   A multi-service agency
D)   An in-house agency
E)   A full-service agencyF) B) and E)
G) B) and D)

Question 10

When people outside the target market for the product see a firm's advertisement, it is referred to as

Accepted Answer

A)   wasted coverage.
B)   media divergence.
C)   dual exposure.
D)   overexposure.
E)   advertising spillover.F) B) and E)
G) B) and C)

Question 11

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)   has a long exposure time.
B)   cannot target specific audiences.
C)   has a perishable message.
D)   cannot use humor, sound, and intimacy effectively.
E)   is criticized as a traffic hazard.F) A) and E)
G) A) and B)

Question 12

Which sales promotion tool is the best match for the growth in consumer-generated content?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   contests
E)   dealsF) A) and D)
G) A) and E) D

Question 13

A pioneering advertisement should

Accepted Answer

A)   tell people what the company values are, and share its successes and advancements.
B)   inform the target market about what a product is, what it can do, and where it can be found.
C)   show one brand's strengths relative to those of competitors.
D)   reinforce previous knowledge of a product.
E)   build goodwill or an image for an organization rather than promote a specific product or service.F) A) and C)
G) B) and E) B

Question 14

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A)   finance allowance.
B)   promotional allowance.
C)   merchandise allowance.
D)   slotting fee.
E)   failure fee.F) None of the above
G) All of the above

Question 15

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One)  promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) C) and D)
G) None of the above

Question 16

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

A)   contest.
B)   challenge.
C)   competition.
D)   sweepstakes.
E)   public relations campaign.F) B) and C)
G) C) and E)

Question 17

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Accepted Answer

A)   a pioneering
B)   a competitive
C)   a reminder
D)   a political
E)   an advocacyF) A) and B)
G) All of the above E

Question 18

The three primary types of product advertisements are

Accepted Answer

A)   pioneering, institutional, and informational.
B)   humor, sex, and fear.
C)   pioneering, competitive, and reminder.
D)   competitive, subliminal, and institutional.
E)   cognitive, affective, and behavioral.F) A) and B)
G) All of the above

Question 19

The three approaches to setting advertising schedules are

Accepted Answer

A)   flexible, seasonal, and continuous.
B)   spontaneous, continuous, and intermittent.
C)   continuous, flighting, and pulse.
D)   day time, prime time, and off-peak.
E)   sporadic, intermittent, and infrequent.F) None of the above
G) A) and B)

Question 20

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)   theater test
B)   range test
C)   group test
D)   portfolio test
E)   jury testF) A) and D)
G) C) and D)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Correct AnswerverifiedShow Answer

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

Correct AnswerverifiedShow Answer

What is the difference between a contest and sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Correct AnswerverifiedShow Answer

Which of these statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Correct AnswerverifiedShow Answer

Which of these is an important guideline when using a fear appeal?

Correct AnswerverifiedShow Answer

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Correct AnswerverifiedShow Answer

When people outside the target market for the product see a firm's advertisement, it is referred to as

Correct AnswerverifiedShow Answer

One of the disadvantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer-generated content?

Correct AnswerverifiedD

A pioneering advertisement should

Correct AnswerverifiedB

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct AnswerverifiedShow Answer

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

Correct AnswerverifiedShow Answer

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct AnswerverifiedShow Answer

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Correct AnswerverifiedE

The three primary types of product advertisements are

Correct AnswerverifiedShow Answer

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

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B

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E

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