Question 1

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be print versions of

Accepted Answer

A)  The National Enquirer and The National Review.
B)  The Wall Street Journal and USA Today.
C)  The Daily Beast and The National Enquirer.
D)  The Chicago Tribune and the Los Angeles Times.
E)  The Christian Science Monitor and The Huffington Post.F) A) and B)
G) A) and C)

Question 2

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 extreme or dangerous ideologies.F) None of the above
G) D) and E)

Question 3

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Accepted Answer

A)  aided recall tests.
B)  unaided recall tests.
C)  attitude tests.
D)  sales tests.
E)  inquiry tests.F) A) and B)
G) A) and C)

Question 4

All of the following are true about coupons except which?

Accepted Answer

A)  The majority of coupons are distributed as freestanding inserts in newspapers.
B)  Companies have decreased their use of coupons as redemption rates have fallen.
C)  The usage rate among consumer for coupons has declined sharply since the end of the last recession.
D)  Online coupons only account for a small percentage of total coupon redemptions.
E)  Most coupons are now issued without an expiration date.F) A) and D)
G) A) and C)

Question 5

While many commercials that use sex appeals gain the attention of the audience,they

Accepted Answer

A)  do not always lead to changes in consumers' recall,recognition,or purchase intent.
B)  contain no information to help consumers.
C)  rarely appeal to both men and women.
D)  wear out quickly,boring the consumer.
E)  don't appeal to the millennial cohort.F) A) and B)
G) C) and D)

Question 6

Advertisers are expecting and planning for large growth in

Accepted Answer

A)  virtual and augmented reality.
B)  direct-to-DVR.
C)  16K Ultra HD satellite TV.
D)  90-second commercials.
E)  commercials broadcast on home control technology.F) All of the above
G) A) and B)

Question 7

Messages on the interior and exterior of buses,subway cars,light rail cars,and taxis are referred to as

Accepted Answer

A)  transportation messaging.
B)  public service announcements.
C)  transit advertising.
D)  public advertising.
E)  vehicular advertising.F) C) and D)
G) A) and E)

Question 8

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Accepted Answer

A)  premium
B)  rebate
C)  coupon
D)  deal
E)  product placementF) All of the above
G) A) and B)

Question 9

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited,and the launch was widely reported.This is an example of a

Accepted Answer

A)  news release.
B)  news conference.
C)  promotional giveaway.
D)  PSA.
E)  cooperative advertisement.F) B) and E)
G) A) and C)

Question 10

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  manufacturers' promotions.
C)  channel promotions.
D)  consumer-oriented sales promotions.
E)  reseller promotions.F) A) and B)
G) A) and C)

Question 11

Which of the following is one of three key factors when selecting the media for an advertising campaign?

Accepted Answer

A)  the perceived risk
B)  the sustainability of the message
C)  the reputation of the prospective media firm
D)  the media habits of the target audience
E)  the length of time required to get the message acrossF) A) and B)
G) B) and E)

Question 12

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)  takes a relatively short time to read.
B)  incorporates four-color graphics too frequently.
C)  usually has little competition with other media features.
D)  is quickly replacing television advertising.
E)  is perceived to be more inspirational than other media.F) B) and E)
G) B) and D)

Question 13

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster.Such advertisements use

Accepted Answer

A)  compassionate appeals.
B)  guilt appeals.
C)  family appeals.
D)  fear appeals.
E)  coercive appeals.F) A) and B)
G) B) and C)

Question 14

Advertisers are enthusiastic about virtual reality because

Accepted Answer

A)  ads look better on high-definition (H
D)  computer screens.
B)  it captures a user's undivided attention.
C)  there will be more advertising space available.
D)  it uses inexpensive technology so investment is minimal.
E)  measuring TV viewership will be easier.F) A) and E)
G) D) and E)

Question 15

In the traditional advertising model,advertisers were charged using a ________ approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Accepted Answer

A)  cost per thousand occurrences;cost-per-mil
B)  cost per thousand incidences;cost-per-snap
C)  cost per thousand impressions;cost-per-click
D)  cost per thousand recurrences;cost-per-lead
E)  cost per thousand frequencies;cost-per-hitF) C) and D)
G) A) and B)

Question 16

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.With recent growth in the natural gas industry,the timing is right for this company's success,but it must use ________ advertising so oil companies will know of its product's existence.

Accepted Answer

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

Question 17

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 D)
G) All of the above

Question 18

All of the following statements are true about using humorous appeals in advertising except which?

Accepted Answer

A)  Humorous content automatically improves the reach of an advertisement.
B)  Some studies suggest that humor wears out quickly,losing the interest of consumers.
C)  Humor's effectiveness may vary across cultures if used in a global campaign.
D)  The use of humor is widespread in advertising and can be found in many product categories.
E)  Advertisers believe that humor improves the effectiveness of their ads.F) A) and C)
G) B) and E)

Question 19

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are search,________,classified,referral,and e-mail.

Accepted Answer

A)  digital
B)  tracking
C)  monitor
D)  content
E)  displayF) A) and B)
G) B) and E)

Question 20

Lance Armstrong and Tiger Woods,both sports stars,lost contracts as celebrity spokespeople because

Accepted Answer

A)  their fees were too high.
B)  they changed their minds about appearing in ads,breaching their contracts.
C)  they received negative public attention.
D)  the image of the firms they represented had changed,becoming inconsistent with their own.
E)  the ads were not effective.F) A) and B)
G) C) and E)

Exam 18: Advertising,sales Promotion,and Public Relations

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct Answer
verified

Which of the following statements about comparative advertising is true?

Correct Answer
verified

All of the following statements are true about using humorous appeals in advertising except which?

Correct Answer
verified

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are search,________,classified,referral,and e-mail.

Correct Answer
verified

Advertisers are enthusiastic about virtual reality because

Correct Answer
verified

Lance Armstrong and Tiger Woods,both sports stars,lost contracts as celebrity spokespeople because

Correct Answer
verified

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct Answer
verified

While many commercials that use sex appeals gain the attention of the audience,they

Correct Answer
verified

In the traditional advertising model,advertisers were charged using a approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Correct Answer
verified

All of the following are true about coupons except which?

Correct Answer
verified

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited,and the launch was widely reported.This is an example of a

Correct Answer
verified

Correct Answer
verified

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be print versions of

Correct Answer
verified

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

Correct Answer
verified

Advertisers are expecting and planning for large growth in

Correct Answer
verified

Which of the following is one of three key factors when selecting the media for an advertising campaign?

Correct Answer
verified

Recent studies comparing advertising in different media suggest that magazine advertising

Correct Answer
verified

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Correct Answer
verified

Messages on the interior and exterior of buses,subway cars,light rail cars,and taxis are referred to as

Correct Answer
verified

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster.Such advertisements use

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

All of the following statements are true about using humorous appeals in advertising except which?

Correct AnswerverifiedShow Answer

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are search,________,classified,referral,and e-mail.

Correct AnswerverifiedShow Answer

Advertisers are enthusiastic about virtual reality because

Correct AnswerverifiedShow Answer

Lance Armstrong and Tiger Woods,both sports stars,lost contracts as celebrity spokespeople because

Correct AnswerverifiedShow Answer

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct AnswerverifiedShow Answer

While many commercials that use sex appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

In the traditional advertising model,advertisers were charged using a ________ approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Correct AnswerverifiedShow Answer

All of the following are true about coupons except which?

Correct AnswerverifiedShow Answer

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited,and the launch was widely reported.This is an example of a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be print versions of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertisers are expecting and planning for large growth in

Correct AnswerverifiedShow Answer

Which of the following is one of three key factors when selecting the media for an advertising campaign?

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

When a ________ is offered on lower-priced items as a sales promotion,the time and trouble of mailing in a proof of purchase to get the rebate check often means that many buyers never take advantage of it.

Correct AnswerverifiedShow Answer

Messages on the interior and exterior of buses,subway cars,light rail cars,and taxis are referred to as

Correct AnswerverifiedShow Answer

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster.Such advertisements use

Correct AnswerverifiedShow Answer

Correct Answer
verified

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verified

In the traditional advertising model,advertisers were charged using a approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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