Question 1

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Accepted Answer

A)   double or triple the face value of a coupon as the prize.
B)   a free sample of the firm's product as the prize.
C)   an "experience" as the prize.
D)   a cash rebate for the purchase of the firm's product as the prize.
E)   a BuyOneGetOne (BOGO)  deal as the prize.F) A) and D)
G) B) and C)

Question 2

Information and persuasive content can be combined to form which common advertising appeals?

Accepted Answer

A)   sex, fear, and humor appeals
B)   guilt, financial risk, and self-esteem appeals
C)   guilt, fear, and self-worth appeals
D)   demographic, psychographic, and lifestyle appeals
E)   gender, ethnicity, and reference group appealsF) A) and E)
G) A) and B)

Question 3

Google's first search engine was called

Accepted Answer

A)   Pack Rat.
B)   BackRub.
C)   Hunt Down.
D)   Black Eye.
E)   Googolplex.F) A) and D)
G) A) and C)

Question 4

Flighting schedules would most likely be used for advertising

Accepted Answer

A)   snowboards.
B)   automobiles.
C)   bottled water.
D)   toothpaste.
E)   bathroom cleaner.F) A) and B)
G) A) and C)

Question 5

In terms of scheduling advertising, buyer turnover refers to

Accepted Answer

A)   the amount of time between repeat purchases for a given product.
B)   how often new buyers enter the market to buy a product.
C)   the amount of time for a buyer to enter and exit a product's life cycle.
D)   how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)   the ratio of repeat purchases to the number of buyers for an offering.F) A) and B)
G) C) and E)

Question 6

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as

Accepted Answer

A)   an authoritarian appeal.
B)   a coercive appeal.
C)   a family appeal.
D)   a guilt appeal.
E)   a fear appeal.F) All of the above
G) C) and D)

Question 7

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

Accepted Answer

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

Question 8

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

Question 9

When Philip Morris changed its name to Altria, it ran ________ institutional ads to inform consumers.

Accepted Answer

A)   competitive
B)   advocacy
C)   pioneering
D)   reminder
E)   stakeholderF) A) and C)
G) C) and D)

Question 10

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more ________ out there."

Accepted Answer

A)   information
B)   competition
C)   opportunity
D)   money to be made
E)   customers to serveF) B) and E)
G) A) and E)

Question 11

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   institutional
E)   differentiationF) A) and B)
G) A) and C)

Question 12

All of the following are the most popular premiums except which?

Accepted Answer

A)   writing instruments
B)   toys for dogs and cats
C)   cups and mugs
D)   desk accessories
E)   apparelF) B) and E)
G) None of the above

Question 13

Software programs called ________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A)   click spiders
B)   click bots
C)   click spam
D)   click bait
E)   click tippersF) C) and D)
G) A) and E)

Question 14

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

Accepted Answer

A)   has a short exposure time.
B)   is a low-cost medium.
C)   has an unlimited amount of advertising time available.
D)   can be used to convey complex messages.
E)   can use sight, sound, and motion.F) B) and E)
G) All of the above

Question 15

Most advertising messages are made up of two elements, which are

Accepted Answer

A)   rhetorical and persuasive.
B)   informational and persuasive.
C)   functional and creative.
D)   functional and persuasive.
E)   informational and rhetorical.F) A) and B)
G) B) and C)

Question 16

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 ________ stock protection program.

Accepted Answer

A)   level
B)   floor
C)   clearance
D)   base
E)   hedgeF) B) and E)
G) A) and D)

Question 17

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)   products that are classified as shopping goods
B)   new products
C)   commodity products such as salt, sugar, and baking soda
D)   products that are perishable
E)   products that are classified as specialty goodsF) None of the above
G) C) and D)

Question 18

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Accepted Answer

A)   an authoritarian appeal.
B)   a coercive appeal.
C)   a family appeal.
D)   a fear appeal.
E)   a sex appeal.F) B) and C)
G) None of the above

Question 19

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a

Accepted Answer

A)   fear appeal.
B)   rhetorical appeal.
C)   life-cycle appeal.
D)   humorous appeal.
E)   security appeal.F) A) and E)
G) B) and D)

Question 20

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Exam 16: Advertising, Sales Promotion, and Public Relations

Most advertising messages are made up of two elements, which are

Correct Answer
verified

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

Correct Answer
verified
Point-of-purchase displays are often use...
View 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 ________ stock protection program.

Correct Answer
verified

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as

Correct Answer
verified

Advertisements basically consist of two types:

Correct Answer
verified

Information and persuasive content can be combined to form which common advertising appeals?

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Correct Answer
verified

Software programs called ________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Correct Answer
verified

All of the following are the most popular premiums except which?

Correct Answer
verified

In terms of scheduling advertising, buyer turnover refers to

Correct Answer
verified

When Philip Morris changed its name to Altria, it ran ________ institutional ads to inform consumers.

Correct Answer
verified

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Correct Answer
verified

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

Correct Answer
verified

Google's first search engine was called

Correct Answer
verified

Correct Answer
verified

Flighting schedules would most likely be used for advertising

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more ________ out there."

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

Most advertising messages are made up of two elements, which are

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

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 ________ stock protection program.

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as

Correct AnswerverifiedShow Answer

Advertisements basically consist of two types:

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form which common advertising appeals?

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

Software programs called ________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Correct AnswerverifiedShow Answer

All of the following are the most popular premiums except which?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, buyer turnover refers to

Correct AnswerverifiedShow Answer

When Philip Morris changed its name to Altria, it ran ________ institutional ads to inform consumers.

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Google's first search engine was called

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more ________ out there."

Correct AnswerverifiedShow Answer

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

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Setting schedules requires an understand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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