Question 1

An in-house agency

Accepted Answer

A)  provides the most complete range of services.
B)  is compensated by a contractual arrangement.
C)  may provide a range of services from limited to full.
D)  avoids an integrated marketing approach.
E)  engages only in social media strategies.F) B) and E)
G) B) and D)

Question 2

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A)  legislation.
B)  self-regulation.
C)  business practice.
D)  business ethics.
E)  government regulation.F) A) and B)
G) B) and C)

Question 3

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  parallelF) A) and B)
G) C) and D)

Question 4

McDonald's recently offered collectible Pokémon toys for free with the purchase of a Happy Meal.These collectibles are an example of a

Accepted Answer

A)  deal.
B)  rebate.
C)  coupon.
D)  sample.
E)  premium.F) B) and C)
G) A) and E)

Question 5

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Accepted Answer

A)  premium.
B)  rebate.
C)  coupon.
D)  deal.
E)  product placement.F) C) and D)
G) A) and B)

Question 6

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy,most women do not,and vice versa.
B)  Ads using sex appeal do not attract as much attention as those using other appeals.
C)  Sex in advertising typically appeals to only younger audiences.
D)  An ad using sex appeal does not always lead to changes in recall,recognition,or purchase intent.
E)  Sex in advertising alienates a large segment of progressives.F) A) and E)
G) D) and E)

Question 7

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) A) and D)
G) A) and C)

Question 8

Describe the three forms of product advertisements.What are their objectives?

Accepted Answer

Product advertisements take three forms:...

Question 9

Trade promotions are

Accepted Answer

A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal,indirectly paid presentation of a company's products.
C)  advertisements that show actual consumers using the product in a barter or countertrade situation.
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers.
E)  sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) C) and D)
G) A) and E)

Question 10

Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A)  premiums.
B)  rebates.
C)  deals.
D)  contests.
E)  sweepstakes.F) A) and E)
G) All of the above

Question 11

A form of click fraud is called PTR,which is an acronym for

Accepted Answer

A)  Paid-to-Read.
B)  Ping-to-Read.
C)  Profit-to-Read.
D)  Place-to-Read.
E)  Priced-to-Read.F) A) and B)
G) A) and E)

Question 12

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is a(n)

Accepted Answer

A)  attitude test.
B)  prompted response test.
C)  inquiry test.
D)  concept test.
E)  Starch test.F) C) and D)
G) B) and C)

Question 13

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

Accepted Answer

A)  20
B)  33
C)  40
D)  60
E)  75F) B) and E)
G) A) and E)

Question 14

An advantage of online advertising such as offered through Google is that it is ________,which allows it to immediately assess its

Accepted Answer

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

Question 15

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) A) and B)
G) A) and C)

Question 16

All of the following add to the costs of coupons except which?

Accepted Answer

A)  misredemption
B)  redemption
C)  customer handling
D)  clearinghouse costs
E)  the advertisement to deliver itF) A) and E)
G) All of the above

Question 17

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) A) and C)
G) C) and D)

Question 18

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium,it has attracted limited use.
B)  it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter.
C)  the effectiveness of online advertising is still uncertain.
D)  it often creates more traffic than a firm can actually handle.
E)  pay-per-click search ads on Google are expensive and ineffective.F) B) and C)
G) A) and B)

Question 19

Pulse scheduling would most likely be used for advertising

Accepted Answer

A)  bathroom cleaning supplies.
B)  breakfast cereal.
C)  socks.
D)  motor oil.
E)  board games.F) All of the above
G) D) and E)

Question 20

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Accepted Answer

A)  humor
B)  fear
C)  sex
D)  nostalgic
E)  guiltF) B) and C)
G) A) and D)

Exam 18: Advertising,sales Promotion,and Public Relations

McDonald's recently offered collectible Pokémon toys for free with the purchase of a Happy Meal.These collectibles are an example of a

Correct AnswerverifiedShow Answer

Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is a(n)

Correct AnswerverifiedShow Answer

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

Correct AnswerverifiedShow Answer

Describe the three forms of product advertisements.What are their objectives?

Correct AnswerverifiedProduct advertisements take three forms:...View AnswerShow Answer

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

Correct AnswerverifiedShow Answer

A form of click fraud is called PTR,which is an acronym for

Correct AnswerverifiedShow Answer

Trade promotions are

Correct AnswerverifiedShow Answer

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

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

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is ________,which allows it to immediately assess its

Correct AnswerverifiedShow Answer

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

All of the following add to the costs of coupons except which?

Correct AnswerverifiedShow Answer

An in-house agency

Correct AnswerverifiedShow Answer

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Product advertisements take three forms:...
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