Question 1

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a

Accepted Answer

A)  rhetorical appeal.
B)  baby boomer appeal.
C)  humorous appeal.
D)  fear appeal.
E)  security appeal.F) B) and C)
G) C) and D)

Question 2

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

Accepted Answer

A)  cannot target specific audiences.
B)  is very expensive to prepare and run ads.
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 B)
G) A) and C)

Question 3

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Accepted Answer

A)  frequency.
B)  CPM.
C)  reach.
D)  rating.
E)  gross rating points.F) A) and C)
G) B) and D)

Question 4

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their ability to cover local markets.
B)  the long lead time for placing an ad.
C)  the long life span.
D)  the relatively high cost.
E)  competition for reader attention with other features in the newspaper.F) C) and D)
G) A) and B)

Question 5

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)  of various products by offering them a discounted price.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  premiums
E)  couponsF) None of the above
G) A) and C)

Question 6

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Accepted Answer

A)  click hamming.
B)  click spam.
C)  click botting.
D)  web tipping.
E)  web crawling.F) B) and E)
G) A) and B)

Question 7

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)  a sample
B)  a deal
C)  a premium
D)  a point-of-purchase display
E)  an introductory offerF) All of the above
G) A) and E)

Question 8

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Accepted Answer

A)  $100 million
B)  $255 million
C)  $5 billion
D)  $25 billion
E)  $74 billionF) C) and E)
G) B) and C)

Question 9

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial)  for its lima beans.

Accepted Answer

A)  coupon
B)  rebate
C)  sample
D)  deal
E)  premiumF) D) and E)
G) A) and B)

Question 10

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

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

Question 11

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions.
B)  watch while multitasking.
C)  watch later on a DVR.
D)  believe are commercial-free.
E)  have seen previously.F) A) and D)
G) C) and D)

Question 12

Sales promotion expenditures account for __________ percent of all promotional spending.

Accepted Answer

A)  5
B)  12
C)  18
D)  24
E)  33F) None of the above
G) C) and D)

Question 13

The average number of times a person in the target audience is exposed to an advertisement is referred to as

Accepted Answer

A)  the exposure rate.
B)  GRPs.
C)  frequency.
D)  the hit rate.
E)  CPM.F) A) and B)
G) A) and E)

Question 14

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards offer opportunity for lengthy advertising copy.
B)  Billboards are not a good supplemental reinforcement for well-known products.
C)  Billboards are well-suited for pioneering advertising.
D)  Billboard sites depend on traffic patterns and sight lines.
E)  Billboards are often too expensive for small local firms and are better suited for national campaigns.F) A) and B)
G) D) and E)

Question 15

For marketers, the primary objective of coupons is to

Accepted Answer

A)  increase foot traffic in supermarkets.
B)  encourage repeat purchases.
C)  stimulate demand or encourage trial.
D)  retaliate against competitor's actions.
E)  minimize brand-switching.F) B) and C)
G) B) and E)

Question 16

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

Accepted Answer

A)  product placement
B)  sample
C)  premium
D)  sweepstakes
E)  dealF) B) and D)
G) B) and C)

Question 17

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 trustworthy, inspirational, and engaging than other media.F) C) and D)
G) A) and B)

Question 18

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Accepted Answer

A)  advertising and public relations.
B)  advertising and personal selling.
C)  personal selling and public relations.
D)  personal selling and direct marketing.
E)  advertising and direct marketing.F) A) and B)
G) A) and D)

Question 19

Publicity tools are

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, directly paid presentation of a company or its products.
C)  short-term inducements of value offered to arouse interest in buying a product or service.
D)  methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
E)  free space or time donated by the media.F) A) and B)
G) None of the above

Question 20

Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?

Accepted Answer

A)  prime time national television
B)  magazines targeted toward wealthy residents of Milwaukee
C)  radio stations that targets millennials
D)  flyers sent to all the Milwaukee zip codes
E)  Milwaukee regional newspapersF) B) and D)
G) D) and E)

Exam 18: Advertising Sales Promotion and Public Relations

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

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

Correct Answer
verified

One disadvantage of using the Internet as an advertising medium is

Correct Answer
verified

Sales promotion expenditures account for __________ percent of all promotional spending.

Correct Answer
verified

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

Correct Answer
verified

Correct Answer
verified

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct Answer
verified

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Correct Answer
verified

The average number of times a person in the target audience is exposed to an advertisement is referred to as

Correct Answer
verified

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Correct Answer
verified

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Correct Answer
verified

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct Answer
verified

For marketers, the primary objective of coupons is to

Correct Answer
verified

Correct Answer
verified

Recent studies comparing advertising in different media suggest that magazine advertising

Correct Answer
verified

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Correct Answer
verified

Publicity tools are

Correct Answer
verified

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Sales promotion expenditures account for __________ percent of all promotional spending.

Correct AnswerverifiedShow Answer

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct AnswerverifiedShow Answer

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Correct AnswerverifiedShow Answer

The average number of times a person in the target audience is exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Correct AnswerverifiedShow Answer

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct AnswerverifiedShow Answer

For marketers, the primary objective of coupons is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Correct AnswerverifiedShow Answer

Publicity tools are

Correct AnswerverifiedShow Answer

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

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