Question 1

Product advertisements are advertisements that focus on

Accepted Answer

A)  a product class rather than on an individual brand.
B)  building goodwill or an image for an organization.
C)  counteracting negative opinions.
D)  selling a product or service.
E)  clarifying misconceptions.F) A) and E)
G) B) and C)

Question 2

For marketers, the primary objective of a sweepstakes is to

Accepted Answer

A)  generate store traffic.
B)  retaliate against competitors' actions.
C)  encourage present customers to buy more and minimize brand-switching behavior.
D)  build goodwill.
E)  encourage retailer support.F) B) and E)
G) B) and D)

Question 3

An ad that features attractive models promoting products for a brand such as Old Spice, is using

Accepted Answer

A)  a rhetorical appeal.
B)  a sex appeal.
C)  a humorous appeal.
D)  an appeal to self-esteem.
E)  a fear appeal.F) B) and D)
G) A) and B)

Question 4

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead time needed to place an ad.
C)  the lack of noise associated with the use of magazines in the communication channel.
D)  the infrequent nature of their publication.
E)  the antagonism with environmentalists.F) C) and E)
G) C) and D)

Question 5

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Accepted Answer

A)  premium.
B)  sweepstakes.
C)  deal.
D)  contest.
E)  trade promotion.F) All of the above
G) A) and B)

Question 6

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) , or providing Internet services (Internet agencies)  are referred to as

Accepted Answer

A)  full-service agencies.
B)  in-house agencies.
C)  modified-service agencies.
D)  promotional firms.
E)  limited-service agencies.F) A) and B)
G) B) and C)

Question 7

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A)  functional allowance.
B)  merchandise allowance.
C)  case allowance.
D)  finance allowance.
E)  manufacturer's inducement.F) A) and C)
G) A) and E)

Question 8

One advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is particularly suited to national campaigns.
D)  it has good reach and frequency.
E)  it is especially suited for persuasive advertisements.F) A) and C)
G) A) and D)

Question 9

Pulse scheduling would most likely be used for advertising

Accepted Answer

A)  bathroom cleaning supplies.
B)  breakfast cereal.
C)  socks.
D)  motor oil.
E)  long-stemmed roses.F) D) and E)
G) All of the above

Question 10

In __________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)  theater test
B)  range test
C)  group test
D)  portfolio test
E)  jury testF) A) and E)
G) A) and C)

Question 11

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)  show
B)  track
C)  monitor
D)  explain
E)  displayF) A) and B)
G) A) and C)

Question 12

All of the following statements are true about the changing aspects of television as an advertising medium except

Accepted Answer

A)  infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time.
B)  many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15-second ads, rather than the traditional 30- or 60-second lengths.
C)  industry experts predicted that more than 1 million 3-D televisions would be sold by 2016.
D)  viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix.
E)  there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.F) B) and E)
G) B) and C)

Question 13

A testimonial ad for a First Alert carbon monoxide (CO)  detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience 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) All of the above
G) D) and E)

Question 14

Using athlete Michael Jordan in a Nike commercial or Beyoncé in a Pepsi ad rather than unknown actors is an example of a very popular form of advertising today-the use of

Accepted Answer

A)  a reference group appeal.
B)  snob appeals.
C)  peer spokespersons.
D)  a sex appeal.
E)  celebrity spokespersons.F) A) and B)
G) B) and D)

Question 15

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation ...

Question 16

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Accepted Answer

A)  complementary goods
B)  bonus goods
C)  BuyOneGetOne (BOGO) 
D)  free goods
E)  promotional allowanceF) D) and E)
G) B) and E)

Question 17

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)  news release
B)  public trade announcement
C)  lobbying
D)  news conference
E)  event managementF) B) and E)
G) C) and D)

Question 18

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a __________, in which the media donated free space and airtime.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  cooperative advertisement
E)  charitable advertisementF) All of the above
G) A) and B)

Question 19

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Question 20

For marketers, the primary objective of a contest is to

Accepted Answer

A)  demonstrate product use.
B)  retaliate against competitors' actions.
C)  encourage present customers to buy more and minimize brand-switching behavior.
D)  encourage new product trial.
E)  increase consumer purchases and build business inventory.F) C) and D)
G) A) and C)

Exam 18: Advertising Sales Promotion and Public Relations

A discount on each case ordered during a specific period of time is referred to as a

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) , or providing Internet services (Internet agencies) are referred to as

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Correct AnswerverifiedShow Answer

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a sweepstakes is to

Correct AnswerverifiedShow Answer

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a __________, in which the media donated free space and airtime.

Correct AnswerverifiedShow Answer

Using athlete Michael Jordan in a Nike commercial or Beyoncé in a Pepsi ad rather than unknown actors is an example of a very popular form of advertising today-the use of

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a contest is to

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

All of the following statements are true about the changing aspects of television as an advertising medium except

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. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use

Correct AnswerverifiedShow Answer

In __________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

An ad that features attractive models promoting products for a brand such as Old Spice, is using

Correct AnswerverifiedShow Answer

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Correct AnswerverifiedPublicity is a nonpersonal presentation ...View AnswerShow Answer

Pulse scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

Product advertisements are advertisements that focus on

Correct AnswerverifiedShow Answer

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

One disadvantage of using magazines as an advertising medium is

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Publicity is a nonpersonal presentation ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Correct Answer
verified