Question 1

The average number of times a person in the target audience is exposed to a message or advertisement is referred to as _________.

Accepted Answer

A)  exposure rate
B)  ad rate
C)  frequency
D)  incident rate
E)  occurrence rateF) C) and E)
G) A) and B)

Question 2

A discount on each case of goods 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 allowance.F) C) and D)
G) A) and D)

Question 3

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)  it is relatively simple to run national online campaign across multiple sites.
E)  messages are automatically translated into multiple languages.F) A) and E)
G) A) and D)

Question 4

Many companies are now opting for commercial time for live events rather than programs that consumers might watch later on DVR.Most likely the reason for this shift is

Accepted Answer

A)  live programming draws greater interest.
B)  people who watch live programming also have higher disposable incomes.
C)  there is more impact since the commercial is only shown once.
D)  people who record programs on DVRs can use remotes with "skip" buttons for ad-zapping, so the message is wasted.
E)  there is less censorship when programs are aired live.F) All of the above
G) B) and E)

Question 5

FIGURE 16-10 
-What is a product placement (like the 7-Eleven "Kwik-E-Mart") shown in Figure 16-10 above? Discuss two reasons why firms use them.

Accepted Answer

Product placement involves the use of a ...

Question 6

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a _________.

Accepted Answer

A)  level stock protection program
B)  floor stock protection program
C)  ceiling stock protection program
D)  ground stock protection program
E)  hedge stock protection programF) A) and B)
G) A) and D)

Question 7

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy, most women do not.
B)  What women find sexy, men do not.
C)  Sex in advertising typically appeals to only younger audiences.
D)  An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)  Sex in advertising alienates a large segment of the conservative right.F) A) and D)
G) A) and E)

Question 8

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a _________.

Accepted Answer

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

Exam 16: Advertising, Sales Promotion, and Public Relations

Many companies are now opting for commercial time for live events rather than programs that consumers might watch later on DVR.Most likely the reason for this shift is

Correct Answer
verified

FIGURE 16-10 -What is a product placement (like the 7-Eleven "Kwik-E-Mart") shown in Figure 16-10 above? Discuss two reasons why firms use them.

Correct Answer
verified
Product placement involves the use of a ...
View Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct Answer
verified

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a _________.

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a _________.

Correct Answer
verified

The average number of times a person in the target audience is exposed to a message or advertisement is referred to as _________.

Correct Answer
verified

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

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

Many companies are now opting for commercial time for live events rather than programs that consumers might watch later on DVR.Most likely the reason for this shift is

Correct AnswerverifiedShow Answer

FIGURE 16-10 -What is a product placement (like the 7-Eleven "Kwik-E-Mart") shown in Figure 16-10 above? Discuss two reasons why firms use them.

Correct AnswerverifiedProduct placement involves the use of a ...View AnswerShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a _________.

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a _________.

Correct AnswerverifiedShow Answer

The average number of times a person in the target audience is exposed to a message or advertisement is referred to as _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Product placement involves the use of a ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified