Question 1

Which of the following statements about comparative advertising is true?

Accepted Answer

A)   Comparative advertisements are illegal in the United States.
B)   Comparative advertisements are disliked by most consumers and thus attract negative attention for the advertiser's brand.
C)   Comparative advertisements need market research to provide legal support for their claims.
D)   Comparative advertisements are a form of institutional advertising.
E)   Comparative advertisements are rarely constructed to be persuasive.F) A) and B)
G) All of the above

Question 2

A limited-service agency is

Accepted Answer

A)   an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design.
B)   an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing Internet services.
C)   an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D)   a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs.
E)   one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.F) C) and D)
G) A) and D)

Question 3

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial)  of various products by offering them an immediately discounted price.

Accepted Answer

A)   deals
B)   rebates
C)   samples
D)   premiums
E)   couponsF) D) and E)
G) C) and E)

Question 4

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) B) and E)
G) A) and B)

Question 5

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do ________ really, really well."

Accepted Answer

A)   one thing
B)   everything
C)   whatever you love
D)   what you are afraid of
E)   your jobF) A) and D)
G) B) and C)

Question 6

________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)   An organizational allowance
B)   A case allowance
C)   A finance allowance
D)   A manufacturer's inducement
E)   A merchandise allowanceF) C) and D)
G) A) and B)

Question 7

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 8

List two advantages and two disadvantages of using each of these for advertising: yellow pages, the Internet, and billboards (outdoor).

Accepted Answer

Yellow Pages-Advantages: (1) almost all ...

Question 9

A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price?

Accepted Answer

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

Question 10

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Accepted Answer

A)   sample.
B)   freestanding insert.
C)   point-of-purchase display.
D)   premium.
E)   deal.F) B) and E)
G) C) and D)

Question 11

A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Accepted Answer

A)   coupon
B)   rebate
C)   sample
D)   deal
E)   premiumF) None of the above
G) D) and E)

Question 12

Some studies show that ________ are superior to other advertising strategies.

Accepted Answer

A)   flighting schedules
B)   continuous schedules
C)   opportunistic schedules
D)   pulsing schedules
E)   intermittent schedulesF) C) and D)
G) C) and E)

Question 13

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 AdCash
E)   AdRank and AdTagF) A) and B)
G) B) and C)

Question 14

Pretests are

Accepted Answer

A)   tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)   tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)   tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)   tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement.
E)   sample ad campaigns submitted by competing advertising agencies before receiving a formal contract for that account.F) A) and D)
G) B) and C)

Question 15

An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds. This ad is using

Accepted Answer

A)   a rhetorical appeal.
B)   a sex appeal.
C)   a humorous appeal.
D)   an appeal to self-esteem.
E)   a fear appeal.F) A) and B)
G) B) and D)

Question 16

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 17

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a ________, in which the media donated free space and airtime.

Accepted Answer

A)   news release
B)   news conference
C)   public service announcement
D)   cooperative advertisement
E)   charitable advertisementF) A) and B)
G) A) and C)

Question 18

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A)   In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)   In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most requests are presumed to be the most effective.
C)   Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)   In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)   In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) C) and D)
G) B) and C)

Question 19

All of the following statements regarding the training of distributors' sales forces are true except which?

Accepted Answer

A)   A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products.
B)   Manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)   Intermediaries can perform customer contact and selling functions for the producers they represent.
D)   Both retailers and wholesalers employ and manage their own sales personnel.
E)   Resellers' sales forces are often the most sophisticated and knowledgeable about a manufacturer's products.F) A) and E)
G) A) and B)

Question 20

One disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)   they are difficult to keep up to date.
B)   that the marketer cannot control the exact message that is published.
C)   the perishability of the ads.
D)   that few households with telephones have them.
E)   the high delivery costs.F) None of the above
G) B) and D)

Exam 16: Advertising, Sales Promotion, and Public Relations

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

All of the following statements regarding the training of distributors' sales forces are true except which?

Correct AnswerverifiedShow Answer

One disadvantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

A limited-service agency is

Correct AnswerverifiedShow Answer

Which of the following statements about inquiry tests is most accurate?

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using each of these for advertising: yellow pages, the Internet, and billboards (outdoor).

Correct AnswerverifiedYellow Pages-Advantages: (1) almost all ...View AnswerShow Answer

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a ________, in which the media donated free space and airtime.

Correct AnswerverifiedShow Answer

Pretests are

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

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

Some studies show that ________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do ________ really, really well."

Correct AnswerverifiedShow Answer

________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds. This ad is using

Correct AnswerverifiedShow Answer

A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price?

Correct AnswerverifiedShow Answer

A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Correct AnswerverifiedShow Answer

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Correct AnswerverifiedShow Answer

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Yellow Pages-Advantages: (1) almost all ...
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Coupons are sales promotions that offer ...
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Cooperative advertising is a sales promo...
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