Question 1

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________.

Accepted Answer

A)  identifying the target audience
B)  evaluating a campaign
C)  designing the advertising
D)  pretesting the advertising
E)  scheduling the advertising programF) A) and E)
G) D) and E)

Question 2

In planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  trade announcement
B)  news release
C)  infomercial
D)  news conference
E)  public trade announcementF) B) and E)
G) All of the above

Question 3

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without __________."

Accepted Answer

A)  having an attitude
B)  a PhD
C)  a MBA
D)  a suit
E)  losing your sense of humorF) B) and D)
G) A) and B)

Question 4

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Accepted Answer

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

Question 5

With respect to advertising,CPM is defined as

Accepted Answer

A)  the cost of one medium relative to the costs 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 airtime.
E)  the number of consumers exposed to an advertising message,in thousands.F) A) and E)
G) A) and B)

Question 6

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Accepted Answer

A)  co-branding.
B)  a finance allowance.
C)  cooperative advertising.
D)  a merchandise allowance.
E)  specialty advertising.F) A) and C)
G) All of the above

Question 7

For marketers,the primary objective of a sweepstakes is to

Accepted Answer

A)  generate store traffic.
B)  retaliate against competitors' actions.
C)  encourage present customers to buy more and minimize brand-switching behavior.
D)  build goodwill.
E)  encourage retailer support.F) A) and B)
G) A) and C)

Question 8

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) B) and C)

Question 9

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A)  religious repercussions after death.
B)  disenfranchisement from mainstream society.
C)  a lack of patriotic responsibility.
D)  a lack of self-respect or self-worth.
E)  warnings against the rise of other unpopular ideologies.F) None of the above
G) A) and E)

Question 10

The primary purpose of a competitive advertisement is to

Accepted Answer

A)  tell people what a product is,what it can do,and where it can be found.
B)  assure current users they made the right choice.
C)  reinforce previous knowledge of a product.
D)  promote a specific brand's features and benefits.
E)  promote the advantages of one product class over another.F) A) and C)
G) C) and E)

Question 11

One advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is particularly suited to national campaigns.
D)  it has good reach and frequency.
E)  it is especially suited for persuasive advertisements.F) B) and E)
G) B) and D)

Question 12

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts, (2) __________,and (3) training of distributor's salesforces.

Accepted Answer

A)  reminder advertising
B)  cooperative advertising
C)  pioneering advertising
D)  competitive advertising
E)  comparative advertisingF) B) and C)
G) B) and D)

Question 13

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

Accepted Answer

A)  advertorials
B)  infomercials
C)  advermercials
D)  edutainment ads
E)  extended advertising messagesF) A) and D)
G) None of the above

Question 14

All of the following statements are true about using sex appeals in advertising EXCEPT:

Accepted Answer

A)  Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)  Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)  Sexual content in ads do not always lead to changes in recall,recognition,or purchase intent.
D)  Sex appeals can be found in almost any product category,from automobiles to toothpaste.
E)  When using sex appeals,the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.F) A) and E)
G) None of the above

Question 15

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Accepted Answer

A)  remote media
B)  social network advertising
C)  place-based media
D)  advocacy advertising
E)  cooperative advertisingF) C) and D)
G) B) and E)

Question 16

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad,and (4) read at least half of the ad.

Accepted Answer

A)  felt the ad was vague or ambiguous
B)  saw or read any part of the ad identifying the product or brand
C)  felt elements of the ad were inappropriate
D)  could summarize the key ad points in their own words
E)  remembered having seen the ad before and had already tried the productF) A) and C)
G) B) and E)

Question 17

According to Figure 18-2 above,which of the following media alternatives has the SMALLEST amount of advertising expenditures?

Accepted Answer

A)  newspapers
B)  radio
C)  magazines
D)  outdoor
E)  televisionF) B) and D)
G) B) and C)

Question 18

Infomercials refer to

Accepted Answer

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) C) and D)
G) B) and D)

Question 19

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

Accepted Answer

A)  has a long exposure time.
B)  can target specific audiences.
C)  uses humor,sound,and intimacy effectively.
D)  has an unlimited amount of advertising time available.
E)  is difficult to convey complex messages.F) B) and E)
G) D) and E)

Question 20

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Accepted Answer

A)  $100 million
B)  $255 million
C)  $5 billion
D)  $25 billion
E)  $70 billionF) C) and E)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

With respect to advertising,CPM is defined as

Correct AnswerverifiedShow Answer

According to Figure 18-2 above,which of the following media alternatives has the SMALLEST amount of advertising expenditures?

Correct AnswerverifiedShow Answer

Infomercials refer to

Correct AnswerverifiedShow Answer

In planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad,and (4) read at least half of the ad.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Correct AnswerverifiedShow Answer

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________.

Correct AnswerverifiedShow Answer

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Correct AnswerverifiedShow Answer

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts, (2) __________,and (3) training of distributor's salesforces.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

All of the following statements are true about using sex appeals in advertising EXCEPT:

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

A political ad that incorporates a fear appeal would most likely be expressed as

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without __________."

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a sweepstakes is to

Correct AnswerverifiedShow Answer

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Correct AnswerverifiedShow Answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

Correct AnswerverifiedShow Answer

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