Question 1

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Accepted Answer

Sales promotion is usually cheaper than ...

Question 2

An advertising campaign:

Accepted Answer

A)  may contain a wide variety of themes and slogans.
B)  extends for a defined period of time.
C)  acts as a base for defining an advertising objective.
D)  starts with determining the appropriate media for the campaign.E) B) and D)
F) A) and D)

Question 3

Which of the following is true of pioneering advertising?

Accepted Answer

A)  It offers consumers in-depth information about the benefits of a new product.
B)  It is highly used during the growth stage of the product life cycle.
C)  It focuses on influencing demand for a specific brand.
D)  It is used mainly to compare brands on one or more specific attributes.E) B) and D)
F) A) and B)

Question 4

Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

Accepted Answer

A)  Advertisements aimed at changing the person's deep-rooted values
B)  Advertisements emphasizing luxury
C)  Humorous advertisements
D)  Dramatic advertisementsE) B) and C)
F) A) and C)

Question 5

Which of the following is an example of publicity?

Accepted Answer

A)  Neon Power,a manufacturer of electronic goods,uses its salesforce to sell directly to its customers.
B)  Silky Blue,an apparel store,announces huge discounts on its products for the year-end sale.
C)  The Blue Bird,a daily newspaper,publishes a review about the latest model car from Storm,a car manufacturing company.
D)  Neil's Food Factory,a manufacturer of food products,relies largely on paid-for advertisements on television for its products.E) A) and C)
F) A) and D)

Question 6

Meek's Hunting Emporium is a retail store that sells equipment required for hunting.It has established an advertising plan that allows it to advertise every day prior to the opening of quail,deer,and turkey hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of:

Accepted Answer

A)  message execution.
B)  a media profile.
C)  audience selectivity.
D)  a media schedule.E) All of the above
F) None of the above

Question 7

A disadvantage of newspaper advertising is that it has _____.​

Accepted Answer

A)  low geographic selectivity and flexibility
B)  ​limited color capabilities
C)  ​low individual market coverage
D)  high lead timeE) A) and D)
F) A) and B)

Question 8

Which of the following best describes message execution?

Accepted Answer

A)  It is the way an advertisement portrays its information.
B)  It is the series of steps taken by marketers to finalize a product's unique selling proposition.
C)  It is the process where a manufacturer and retailer split the costs of advertising the manufacturer's brand.
D)  It is the manner in which consumers interpret an advertisement.E) B) and D)
F) B) and C)

Question 9

Justify the statement,"A brand with a distinct personality is more likely to have a larger base of loyal customers and market share."

Accepted Answer

A brand with a distinct personality is m...

Question 10

Evaluating an advertising campaign can be the most demanding task facing advertisers.

Accepted Answer

A) True 
 B)False

Question 11

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.

Accepted Answer

The answer of A thirty-minute or longer advertisement that looks...

Question 12

_____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.​

Accepted Answer

A)  Personal selling
B)  ​Advertising
C)  ​Sales promotion
D)  Public relationsE) None of the above
F) B) and D) D

Question 13

__________is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Accepted Answer

Publicity

Question 14

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n) _____.​

Accepted Answer

A)  advocacy advertisement
B)  ​premium
C)  ​trade sales promotion
D)  infomercialE) A) and B)
F) A) and C)

Question 15

A(n)__________is the channel used to convey a message to a target market.

Accepted Answer

The answer of A(n)__________is the channel used to convey a...

Question 16

Publicity is easily controlled in a free-press environment.

Accepted Answer

A) True 
 B)False

Question 17

_____ is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.​

Accepted Answer

A)  Personal selling
B)  ​Advertising
C)  ​Sales promotion
D)  PublicityE) B) and D)
F) A) and B) D

Question 18

If an advertiser wants to enhance the sales of a specific good or service,_____ advertising should be used.​

Accepted Answer

A)  institutional
B)  ​product
C)  ​corporate
D)  advocacyE) B) and C)
F) None of the above

Question 19

_____ is the cost of reaching one member of the target market.​

Accepted Answer

A)  Cost per click
B)  ​Cost per thousand
C)  ​Pay for order
D)  Pay for placementE) C) and D)
F) A) and D)

Question 20

Ads for Gelly candy feature children enjoying the candies with their parents during family trips.Which of the following executional styles of advertising is used by these ads?

Accepted Answer

A)  Slice-of-life
B)  Lifestyle
C)  Animated product symbol
D)  DemonstrationE) B) and C)
F) A) and D)

Exam 17: Advertising, public Relations, and Sales Promotion

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Correct Answer
verified
Sales promotion is usually cheaper than ...
View Answer

An advertising campaign:

Correct Answer
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Which of the following is true of pioneering advertising?

Correct Answer
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Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

Correct Answer
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Which of the following is an example of publicity?

Correct Answer
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Correct Answer
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A disadvantage of newspaper advertising is that it has _____.

Correct Answer
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Which of the following best describes message execution?

Correct Answer
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Justify the statement,"A brand with a distinct personality is more likely to have a larger base of loyal customers and market share."

Correct Answer
verified
A brand with a distinct personality is m...
View Answer

Evaluating an advertising campaign can be the most demanding task facing advertisers.

Correct Answer
verified

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.

Correct Answer
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_____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Correct Answer
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D

__________is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Correct Answer
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Publicity

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n) _____.

Correct Answer
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A(n)__________is the channel used to convey a message to a target market.

Correct Answer
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Publicity is easily controlled in a free-press environment.

Correct Answer
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_____ is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Correct Answer
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D

If an advertiser wants to enhance the sales of a specific good or service,_____ advertising should be used.

Correct Answer
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_____ is the cost of reaching one member of the target market.

Correct Answer
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Ads for Gelly candy feature children enjoying the candies with their parents during family trips.Which of the following executional styles of advertising is used by these ads?

Correct Answer
verified

Exam 17: Advertising, public Relations, and Sales Promotion

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Correct AnswerverifiedSales promotion is usually cheaper than ...View AnswerShow Answer

An advertising campaign:

Correct AnswerverifiedShow Answer

Which of the following is true of pioneering advertising?

Correct AnswerverifiedShow Answer

Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

Correct AnswerverifiedShow Answer

Which of the following is an example of publicity?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A disadvantage of newspaper advertising is that it has _____.​

Correct AnswerverifiedShow Answer

Which of the following best describes message execution?

Correct AnswerverifiedShow Answer

Justify the statement,"A brand with a distinct personality is more likely to have a larger base of loyal customers and market share."

Correct AnswerverifiedA brand with a distinct personality is m...View AnswerShow Answer

Evaluating an advertising campaign can be the most demanding task facing advertisers.

Correct AnswerverifiedShow Answer

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.

Correct AnswerverifiedShow Answer

_____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.​

Correct AnswerverifiedD

__________is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Correct AnswerverifiedPublicity

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n) _____.​

Correct AnswerverifiedShow Answer

A(n)__________is the channel used to convey a message to a target market.

Correct AnswerverifiedShow Answer

Publicity is easily controlled in a free-press environment.

Correct AnswerverifiedShow Answer

_____ is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.​

Correct AnswerverifiedD

If an advertiser wants to enhance the sales of a specific good or service,_____ advertising should be used.​

Correct AnswerverifiedShow Answer

_____ is the cost of reaching one member of the target market.​

Correct AnswerverifiedShow Answer

Ads for Gelly candy feature children enjoying the candies with their parents during family trips.Which of the following executional styles of advertising is used by these ads?

Correct AnswerverifiedShow Answer

Correct Answer
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Sales promotion is usually cheaper than ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A disadvantage of newspaper advertising is that it has _____.

Correct Answer
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Correct Answer
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Correct Answer
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A brand with a distinct personality is m...
View Answer

Correct Answer
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Correct Answer
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_____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Correct Answer
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D

Correct Answer
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Publicity

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n) _____.

Correct Answer
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Correct Answer
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Correct Answer
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_____ is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Correct Answer
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D

If an advertiser wants to enhance the sales of a specific good or service,_____ advertising should be used.

Correct Answer
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_____ is the cost of reaching one member of the target market.

Correct Answer
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Correct Answer
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