Question 1

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Accepted Answer

A)  radio
B)  billboards
C)  television
D)  newspapers
E)  InternetF) A) and C)
G) A) and D)

Question 2

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Accepted Answer

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

Question 3

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

Accepted Answer

Product advertisements take three forms:...

Question 4

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A)  finance allowance.
B)  promotional allowance.
C)  merchandise allowance.
D)  slotting fee.
E)  failure fee.F) B) and D)
G) B) and C)

Question 5

The company's own advertising staff, which may provide full services or a limited range of services, is referred to as

Accepted Answer

A)  an intra-firm agency.
B)  an in-house agency.
C)  a full-service agency.
D)  a limited-service agency.
E)  a promotion department.F) A) and E)
G) C) and E)

Question 6

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Accepted Answer

A)  sample.
B)  freestanding insert.
C)  point-of-purchase display.
D)  premium.
E)  deal.F) A) and B)
G) A) and D)

Question 7

Frequency refers to

Accepted Answer

A)  the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
B)  the total number of times an advertisement is aired on television or radio.
C)  the average number of times a firm airs an advertisement.
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)  the average number of times a person in the target audience is exposed to an advertisement.F) A) and D)
G) B) and E)

Question 8

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A)  reach
B)  rating
C)  GRPs
D)  CPM
E)  frequencyF) A) and B)
G) C) and E)

Question 9

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  comparative
E)  differentiationF) A) and B)
G) B) and D)

Question 10

The three primary types of product advertisement are pioneering, competitive, and

Accepted Answer

A)  informational.
B)  industrial.
C)  reminder.
D)  persuasive.
E)  subliminal.F) A) and C)
G) B) and C)

Question 11

What is the term used for people in households who only watch TV through a broadband connection?

Accepted Answer

A)  wasted coverage
B)  zero TV
C)  wireless TV
D)  multimedia TV
E)  media divergenceF) A) and D)
G) A) and B)

Question 12

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.

Accepted Answer

A)  level
B)  floor
C)  ceiling
D)  ground
E)  hedgeF) A) and D)
G) None of the above

Question 13

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition.
B)  the print pages are quicker and easier to use than the Internet.
C)  they are more mobile than other information sources.
D)  they have excellent coverage of geographic segments.
E)  there are no delivery costs.F) B) and D)
G) A) and B)

Question 14

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A)  In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)  In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)  In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) A) and E)
G) B) and C)

Question 15

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A)  500,000 readers.
B)  1 million readers.
C)  1.5 million readers.
D)  5 million readers.
E)  10 million readers.F) C) and E)
G) A) and E)

Question 16

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

Accepted Answer

A)  don't work in a global campaign.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly, boring the consumer.
E)  don't appeal to the Generation Y cohort.F) B) and D)
G) A) and B)

Question 17

There are a variety of online advertising options. The most popular are

Accepted Answer

A)  free search, classifieds, interactives, and interstitials.
B)  free search, banner ads, spamming, and video.
C)  wikis, RSS feeds, interstitials, and cookies.
D)  paid search, banner ads, classified ads, and video.
E)  pop-ups, paid search, streaming video, and spamming.F) A) and E)
G) C) and E)

Question 18

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Accepted Answer

A)  a self-liquidating premium.
B)  a special deal.
C)  a rebate.
D)  sampling.
E)  product placement.F) A) and B)
G) B) and C)

Question 19

Which of the following is an important guideline when using a fear appeal?

Accepted Answer

A)  Make sure the advertisement is still appropriate for viewing by children.
B)  Make the appeal so strong that it appears humorous.
C)  Don't make the appeal so strong that consumers will want to "tune out" the advertisement.
D)  Avoid any reference to death or dying.
E)  Make sure to emphasize that the outcome rests in the viewers' hands.F) B) and D)
G) B) and E)

Question 20

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is

Accepted Answer

A)  a reminder institutional ad.
B)  a pioneering institutional ad.
C)  a product institutional ad.
D)  a competitive institutional ad.
E)  an advocacy ad.F) B) and D)
G) B) and E)

Exam 18: Advertising Sales Promotion and Public Relations

Correct Answer
verified

Which of the following statements about inquiry tests is most accurate?

Correct Answer
verified

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Correct Answer
verified

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct Answer
verified

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Correct Answer
verified

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

Correct Answer
verified

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is

Correct Answer
verified

The three primary types of product advertisement are pioneering, competitive, and

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

Which of the following is an important guideline when using a fear appeal?

Correct Answer
verified

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Correct Answer
verified

The company's own advertising staff, which may provide full services or a limited range of services, is referred to as

Correct Answer
verified

There are a variety of online advertising options. The most popular are

Correct Answer
verified

What is the term used for people in households who only watch TV through a broadband connection?

Correct Answer
verified

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct Answer
verified

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.

Correct Answer
verified

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Correct Answer
verified

The Wall Street Journal and USA Today each have a national distribution of more than

Correct Answer
verified

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

Correct Answer
verified
Product advertisements take three forms:...
View Answer

Frequency refers to

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Correct AnswerverifiedShow Answer

Which of the following statements about inquiry tests is most accurate?

Correct AnswerverifiedShow Answer

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct AnswerverifiedShow Answer

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are pioneering, competitive, and

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using a fear appeal?

Correct AnswerverifiedShow Answer

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Correct AnswerverifiedShow Answer

The company's own advertising staff, which may provide full services or a limited range of services, is referred to as

Correct AnswerverifiedShow Answer

There are a variety of online advertising options. The most popular are

Correct AnswerverifiedShow Answer

What is the term used for people in households who only watch TV through a broadband connection?

Correct AnswerverifiedShow Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.

Correct AnswerverifiedShow Answer

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Correct AnswerverifiedShow Answer

The Wall Street Journal and USA Today each have a national distribution of more than

Correct AnswerverifiedShow Answer

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

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

Frequency refers to

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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Product advertisements take three forms:...
View Answer

Correct Answer
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