Question 1

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Accepted Answer

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

Question 2

In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their Web site.

Accepted Answer

A)  cost per thousand impressions; cost-per-click
B)  cost per thousand occurrences; cost-per-clack
C)  cost per thousand incidences; cost-per-snap
D)  cost per thousand recurrences; cost-per-lead
E)  cost per thousand frequencies; cost-per-hitF) A) and E)
G) A) and D)

Question 3

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  cannot use humor, sound, and intimacy effectively.
D)  has a very limited amount of advertising time available.
E)  is easy to convey complex messages.F) A) and B)
G) A) and C)

Question 4

With respect to advertising, cost per thousand (CPM )  is defined as

Accepted Answer

A)  the cost of one medium relative to the cost of other media (e.g.direct mail versus television, radio, or outdoor) , each of which are divided by the multiple of their respective reach and frequency.
B)  the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C)  the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D)  the cost per minute of television or radio time.
E)  the number of consumers exposed to an advertising message, in thousands.F) A) and E)
G) B) and D)

Question 5

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

Accepted Answer

A)  is the next frontier
B)  crosses all borders
C)  is the power behind change
D)  is as much a necessity as water
E)  separates the winners from the losersF) B) and D)
G) All of the above

Question 6

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Accepted Answer

A)  mobile advertising
B)  frequency advertising
C)  mobile signage
D)  transit advertising
E)  transportation advertisingF) All of the above
G) A) and B)

Question 7

A retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads.Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective?

Accepted Answer

A)  better reach
B)  more effective visuals
C)  ads can be saved by consumers
D)  better segmentation capability
E)  more effective in conveying complex informationF) A) and E)
G) All of the above

Question 8

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Accepted Answer

A)  advertising bot
B)  advertising spider
C)  rich media
D)  adbuster
E)  hyper adF) C) and D)
G) A) and D)

Question 9

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

Accepted Answer

A)  product placements
B)  product continuity
C)  sub rosa advertising
D)  subliminal direction
E)  reverse product placementF) A) and B)
G) B) and D)

Question 10

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A)  Transit advertising is well-suited for pioneering advertising.
B)  Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
C)  In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
D)  Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being.
E)  Transit advertising is highly selective of target audience when used on regular transit routes.F) A) and B)
G) A) and E)

Question 11

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums.
E)  discounts.F) B) and E)
G) B) and D)

Question 12

Gross rating points (GRPs)  are determined by the formula

Accepted Answer

A)  reach multiplied by frequency.
B)  reach multiplied by rating.
C)  rating multiplied by frequency.
D)  cost divided by reach.
E)  cost divided by (reach multiplied by frequency) .F) A) and B)
G) A) and C)

Question 13

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) A) and B)
G) D) and E)

Question 14

Cooperative advertising refers to

Accepted Answer

A)  advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)  advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expense.
C)  advertising that is paid collectively for all stores located in strip malls or other shared facilities.
D)  advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)  advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) A) and B)
G) A) and C)

Question 15

On May 12, 2010 Stephen Elop, President, Microsoft Business Division, launched Office 2010 and SharePoint 2010 at an event in New York.Representatives of the media were invited to attend the Microsoft Corp.announcement of the worldwide availability of Microsoft Office 2010 and Microsoft SharePoint 2010, as well as Microsoft Visio 2010 and Microsoft Project 2010, for business customers worldwide.This is an example of a ___________ public relations campaign.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  promotional giveaway
E)  co-operative advertisingF) A) and E)
G) A) and D)

Question 16

One disadvantage of using newspapers as an advertising medium is their _________.

Accepted Answer

A)  inability to cover local markets
B)  long lead time for ad placement
C)  relatively poor color capabilities
D)  relatively high cost
E)  a lack of noise during the communication processF) All of the above
G) None of the above

Question 17

An advantage of online advertising such as offered through Google is that it is __________ and allows immediate assess of its __________.

Accepted Answer

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

Question 18

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert...

Question 19

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

Accepted Answer

A)  cannot target specific audiences.
B)  is very expensive to prepare and run ads.
C)  must use picture, print, sound, and motion for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) None of the above
G) A) and B)

Question 20

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

Accepted Answer

A)  reach
B)  rating
C)  regularity
D)  incidence
E)  frequencyF) A) and D)
G) C) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

In the traditional advertising model, advertisers were charged using a approach, which charged for the impressions made by an ad.Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their Web site.

Correct Answer
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News conferences would most likely be used during which stage of a product's life cycle?

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is and allows immediate assess of its .

Correct Answer
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Correct Answer
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Gross rating points (GRPs) are determined by the formula

Correct Answer
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Cooperative advertising refers to

Correct Answer
verified

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their _________.

Correct Answer
verified

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Correct Answer
verified

With respect to advertising, cost per thousand (CPM ) is defined as

Correct Answer
verified

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

Correct Answer
verified

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Correct Answer
verified

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

Correct Answer
verified

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

Correct Answer
verified

Which of the following statements regarding transit advertising is most accurate?

Correct Answer
verified

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

Correct Answer
verified

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

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is __________ and allows immediate assess of its __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their _________.

Correct AnswerverifiedShow Answer

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Correct AnswerverifiedShow Answer

With respect to advertising, cost per thousand (CPM ) is defined as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Correct AnswerverifiedShow Answer

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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An advantage of online advertising such as offered through Google is that it is and allows immediate assess of its .

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Pretests are conducted before the advert...
View Answer

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