Question 1

Product advertisements focus on selling

Accepted Answer

A)  publicity.
B)  an emotion or a feeling.
C)  a sense of well-being.
D)  goodwill.
E)  a product or service.F) A) and E)
G) A) and D)

Question 2

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Accepted Answer

A)  advertising
B)  sales promotion
C)  banking
D)  publishing
E)  storeF) A) and E)
G) C) and D)

Question 3

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A)  The growth in mass transit is declining in major cities.
B)  In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
C)  Selectivity in transit advertising is unavailable to advertisers that want to buy space by neighborhood or bus route.
D)  Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E)  Transit advertising is a form of indoor advertising in stadiums, buses, etc.F) B) and D)
G) A) and E)

Question 4

Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)  YouTube
B)  ClickBot
C)  eBay
D)  DoubleHit
E)  DoubleClickF) A) and B)
G) C) and D)

Question 5

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) B) and C)
G) B) and E)

Question 6

Sales promotions that require participants to submit some kind of entry form 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) C) and E)
G) C) and D)

Question 7

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

Accepted Answer

A)  sweepstakes
B)  lottery
C)  contest
D)  premium
E)  dealF) A) and B)
G) B) and E)

Question 8

Cooperative advertising refers to

Accepted Answer

A)  advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)  advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C)  advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall.
D)  advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)  advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) C) and D)
G) A) and B)

Question 9

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A)  identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers.
B)  run shorter ads in a greater number of geographical areas.
C)  identify specific times of day or night when the target audience would be more likely to tune in.
D)  develop more creative ads so that more people will choose to see them.
E)  run the ads on less expensive, narrowly focused, specialized cable and satellite channels.F) C) and D)
G) A) and B)

Question 10

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A)  identifying the target audience.
B)  evaluating a campaign.
C)  designing the advertising.
D)  pretesting the advertising.
E)  scheduling the advertising program.F) C) and D)
G) B) and E)

Question 11

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a

Accepted Answer

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

Question 12

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the ability to target specific audiences.
B)  the relatively short time it takes to place an ad.
C)  the extremely low cost.
D)  the opportunity to compete with other magazine features.
E)  the simplicity of the message.F) C) and D)
G) A) and D)

Question 13

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

Accepted Answer

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

Question 14

The three primary types of product advertisement are pioneering, __________, and reminder.

Accepted Answer

A)  informational
B)  competitive
C)  industrial
D)  institutional
E)  subliminalF) A) and C)
G) B) and E)

Question 15

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)  scope.
B)  share.
C)  CPM.
D)  rating.
E)  reach.F) D) and E)
G) A) and B)

Question 16

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 17

The most sophisticated form of pretest is the

Accepted Answer

A)  portfolio test.
B)  sales test.
C)  attitude test.
D)  theater test.
E)  jury test.F) All of the above
G) B) and D)

Question 18

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) A) and C)
G) A) and B)

Question 19

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

Accepted Answer

A)  a manufacturer's success often depends on the ability of its resellers' sales forces to represent its products.
B)  manufacturers also 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 more sophisticated and knowledgeable about a manufacturer's products.F) C) and E)
G) None of the above

Question 20

Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of

Accepted Answer

A)  transit advertising.
B)  mobile advertising.
C)  motorized billboards.
D)  mobile signage.
E)  transportation advertising.F) All of the above
G) B) and C)

Exam 18: Advertising Sales Promotion and Public Relations

The number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

One way TV advertising can reduce wasted coverage is to

Correct AnswerverifiedShow Answer

Which of the following statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

Product advertisements focus on selling

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a

Correct AnswerverifiedShow Answer

The most sophisticated form of pretest is the

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of

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

The three primary types of product advertisement are pioneering, __________, and reminder.

Correct AnswerverifiedShow Answer

Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Reach is the number of different people ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified