Question 1

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A)   rely on celebrities so they are very expensive.
B)   contain no information to help consumers.
C)   do not appeal to either men or women.
D)   wear out quickly, boring the consumer.
E)   don't appeal to the Generation Y cohort.F) A) and B)
G) A) and C)

Question 2

Advertisements basically consist of two types:

Accepted Answer

A)   prepurchase and post-purchase.
B)   promotional and reinforcement.
C)   promotional and informative.
D)   product and service.
E)   product and institutional.F) C) and E)
G) B) and D)

Question 3

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

Accepted Answer

A)   Make sure 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) All of the above
G) A) and B)

Question 4

When the Campbell Soup Co.introduced its new Campbell's Kettle Soups,what type of product advertisement was it most likely using in its ads?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   competitiveF) A) and B)
G) A) and C)

Question 5

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Accepted Answer

A)   AdPage.
B)   AdSense.
C)   AdRank.
D)   AdWords.
E)   AdSnap.F) A) and C)
G) B) and D)

Question 6

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)   there is no need to segment markets.
B)   it has video and audio capabilities similar to television.
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)   messages are automatically translated into multiple languages.F) D) and E)
G) A) and E)

Question 7

The purpose of an advocacy advertisement is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   tell people what a company is, what it can do, and where it is located.
C)   state the position of a company on an issue.
D)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) B) and D)
G) None of the above

Question 8

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Accepted Answer

A)   objective; measurability
B)   measurable; effectiveness
C)   unbiased; impartiality
D)   detached; measurability
E)   independent; traceabilityF) B) and D)
G) A) and E)

Question 9

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Accepted Answer

A)   lobbying
B)   events management
C)   disclosure statement
D)   news release
E)   public service announcementF) D) and E)
G) A) and D)

Question 10

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

Question 11

A reminder ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   states the position of a company on an issue.
C)   promotes a specific brand's features and benefits.
D)   tells people what a product is, what it can do, and where it can be found.
E)   shows one brand's strengths relative to those of competitors.F) A) and C)
G) C) and E)

Question 12

The State of Florida's Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Accepted Answer

A)   competitive product
B)   product advocacy
C)   competitive institutional
D)   pioneering product
E)   pioneering institutionalF) B) and E)
G) A) and C)

Question 13

The sign at the entrance to the 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 men's store using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) All of the above
G) B) and E)

Question 14

What is a point-of-purchase display?
 Discuss two reasons firms use them.

Accepted Answer

Point-of-purchase displays are often use...

Question 15

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)   Billboards are a good supplemental reinforcement for well-known products.
B)   Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
C)   Billboards are well-suited for pioneering product advertising.
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 areas.F) None of the above
G) C) and D)

Question 16

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   competitiveF) A) and E)
G) A) and D)

Question 17

Google developed __________,two business practice tools,to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Accepted Answer

A)   AdWords and AdSense
B)   AdPage and AdRoot
C)   AdLeaf and AdCall
D)   AdFolio and AdSummon
E)   AdRank and AdTagF) A) and D)
G) None of the above

Question 18

All of the following statements are true about newspapers except which?

Accepted Answer

A)   Local retailers often use newspapers as their sole advertising medium.
B)   Newspapers are generally limited to ads that call for an immediate customer response.
C)   National advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)   A long lead time is needed to place an ad in a local newspaper.
E)   Newspapers have excellent reach potential.F) All of the above
G) B) and C)

Question 19

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Accepted Answer

A)   rebate
B)   premium
C)   product placement
D)   deal
E)   couponF) C) and D)
G) A) and C)

Question 20

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A)   functional allowance.
B)   merchandise allowance.
C)   case allowance.
D)   finance allowance.
E)   manufacturer's inducement.F) A) and B)
G) All of the above

Exam 15: Advertising, sales Promotion, and Public Relations

The sign at the entrance to the 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 men's store using?

Correct AnswerverifiedShow Answer

Advertisements basically consist of two types:

Correct AnswerverifiedShow Answer

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

A discount on each case ordered during a specific period of time 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

While many commercials that use humorous appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The State of Florida's Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Correct AnswerverifiedShow Answer

All of the following statements are true about newspapers except which?

Correct AnswerverifiedShow Answer

When the Campbell Soup Co.introduced its new Campbell's Kettle Soups,what type of product advertisement was it most likely using in its ads?

Correct AnswerverifiedShow Answer

A reminder ad

Correct AnswerverifiedShow Answer

What is a point-of-purchase display? Discuss two reasons firms use them.

Correct AnswerverifiedPoint-of-purchase displays are often use...View AnswerShow Answer

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Correct AnswerverifiedShow Answer

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Correct AnswerverifiedShow Answer

Google developed __________,two business practice tools,to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct AnswerverifiedShow Answer

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is ,which allows it to immediately assess its .

Correct Answer
verified

Correct Answer
verified