Question 1

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)   their inability to cover local markets.
B)   readers damage the newspaper when clipping its ads.
C)   their short life span.
D)   the high cost of ads.
E)   their quick consumer response.F) None of the above
G) A) and B)

Question 2

Geico ads that feature a talking pig,cavemen,or a gecko are using which type of advertising appeal?

Accepted Answer

A)   reminder
B)   fear
C)   humor
D)   sex
E)   cognitiveF) A) and D)
G) All of the above

Question 3

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)   GRP.
B)   CPT.
C)   TMP.
D)   CPM.
E)   CT.F) A) and B)
G) None of the above

Question 4

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A)   flighting schedules
B)   continuous schedules
C)   opportunistic schedules
D)   pulsing schedules
E)   intermittent schedulesF) D) and E)
G) C) and E)

Question 5

When Arturo 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) A) and E)
G) A) and D)

Question 6

A common publicity tool is the __________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

Accepted Answer

A)   infomercial
B)   news release
C)   news conference
D)   news flash
E)   news huddleF) A) and B)
G) B) and D)

Question 7

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 coverage rate.
E)   CPM.F) B) and D)
G) C) and E)

Question 8

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)   the amount of time between repeat purchases for a given product.
B)   how often new buyers enter the market to buy a product.
C)   the amount of time for a buyer to enter and exit a product's life cycle.
D)   how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)   the ratio of repeat purchases to the number of buyers for an offering.F) A) and C)
G) B) and C)

Question 9

A news conference is

Accepted Answer

A)   an announcement regarding changes in a company or product line.
B)   free space or time in a newspaper or on a broadcast medium.
C)   a publicity tool that utilizes high-visibility individuals in lobbying activities.
D)   a meeting of top news executives to decide advertising policy.
E)   an informational meeting to which representatives of the media are invited.F) D) and E)
G) None of the above

Question 10

The key objective of a pioneering ad is to

Accepted Answer

A)   provide concrete evidence for comparison of a product's features and benefits.
B)   show one brand's strengths relative to those of competitors.
C)   inform the target market about a newly introduced product.
D)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) C) and D)
G) A) and C)

Question 11

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California.The association is using a __________ sales promotion.

Accepted Answer

A)   lottery
B)   contest
C)   premium
D)   sweepstakes
E)   dealF) C) and D)
G) All of the above

Question 12

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) B) and E)
G) B) and D)

Question 13

Product advertisements are advertisements that focus on

Accepted Answer

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

Question 14

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Accepted Answer

A)   medium; costs
B)   exposure; costs
C)   rating; frequency
D)   rating; share
E)   CPM; GRPF) All of the above
G) None of the above

Question 15

The American Cancer Society reports that 57,000 Americans die from colon cancer each year,a number that would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news.The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested.This is most likely an example of a __________ appeal.

Accepted Answer

A)   humorous
B)   cognitive
C)   rhetorical
D)   fear
E)   sexF) All of the above
G) B) and D)

Question 16

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages.This campaign consists of __________ ads.

Accepted Answer

A)   competitive institutional
B)   competitive product
C)   advocacy
D)   pioneering product
E)   pioneering institutionalF) None of the above
G) B) and E)

Question 17

The purpose of reminder institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   tell people what a company is, what it can do, and where it is located.
C)   state the position of a company on an issue.
D)   bring the company's name to the attention of the target market again.
E)   promote the advantages of one product class over another.F) B) and E)
G) B) and D)

Question 18

All of the following statements are true about the television as an advertising medium except which?

Accepted Answer

A)   Infomercials are increasingly popular because of the low 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)   Television advertising is preferred by many marketers because it avoids wasted coverage.
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) A) and B)
G) A) and C)

Question 19

Advertisers are excited 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) C) and D)
G) B) and E)

Question 20

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal.These collectibles are an example of a

Accepted Answer

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

Exam 15: Advertising, sales Promotion, and Public Relations

Correct Answer
verified

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

Correct Answer
verified

The key objective of a pioneering ad is to

Correct Answer
verified

All of the following statements are true about the television as an advertising medium except which?

Correct Answer
verified

Some studies show that __________ are superior to other advertising strategies.

Correct Answer
verified

Geico ads that feature a talking pig,cavemen,or a gecko are using which type of advertising appeal?

Correct Answer
verified

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages.This campaign consists of __________ ads.

Correct Answer
verified

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal.These collectibles are an example of a

Correct Answer
verified

When Arturo 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

Advertisers are excited about virtual reality because

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
verified

A news conference is

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

A common publicity tool is the __________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

Correct Answer
verified

In terms of scheduling advertising,buyer turnover refers to

Correct Answer
verified

Product advertisements are advertisements that focus on

Correct Answer
verified

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is

Correct Answer
verified

Correct Answer
verified

The purpose of reminder institutional advertisements is to

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

All of the following statements are true about the television as an advertising medium except which?

Correct AnswerverifiedShow Answer

Some studies show that __________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

Geico ads that feature a talking pig,cavemen,or a gecko are using which type of advertising appeal?

Correct AnswerverifiedShow Answer

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages.This campaign consists of __________ ads.

Correct AnswerverifiedShow Answer

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal.These collectibles are an example of a

Correct AnswerverifiedShow Answer

When Arturo 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

Advertisers are excited about virtual reality because

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Correct AnswerverifiedShow Answer

A news conference is

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

A common publicity tool is the __________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,buyer turnover refers to

Correct AnswerverifiedShow Answer

Product advertisements are advertisements that focus on

Correct AnswerverifiedShow Answer

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

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Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
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