Question 1

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

Accepted Answer

A)  pioneering institutional
B)  reminder institutional
C)  competitive institutional
D)  advocacy
E)  politicalF) All of the above
G) None of the above

Question 2

A(n)  __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)  organizational allowance
B)  merchandise allowance
C)  manufacturer's allowance
D)  finance allowance
E)  case allowanceF) A) and D)
G) C) and E)

Question 3

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations
B)  increase frequency of purchases of new products
C)  tout the competitive advantages of one industry over another
D)  build goodwill or an image for an organization
E)  promote alternative uses for a product classF) A) and D)
G) A) and B)

Question 4

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

Accepted Answer

A)  CPM
B)  CPT
C)  TMP
D)  CMH
E)  ACPMF) A) and D)
G) A) and E)

Question 5

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

Accepted Answer

A)  the proliferation of directories.
B)  they have extensive accountability and ROI metrics.
C)  their message is perishable.
D)  they require complete accountability.
E)  there are high delivery costs.F) B) and E)
G) C) and E)

Question 6

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A)  Click spiders
B)  Clickbots
C)  Click bangers
D)  Click hammers
E)  Click tippersF) C) and E)
G) D) and E)

Question 7

The most common form of outdoor advertising is/are called _________.

Accepted Answer

A)  transit
B)  billboards
C)  kiosks
D)  land displays
E)  store signageF) A) and D)
G) C) and E)

Question 8

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 9

The most sophisticated form of pretest is the _________.

Accepted Answer

A)  theater test
B)  sales test
C)  attitude test
D)  portfolio test
E)  jury testF) C) and E)
G) A) and E)

Question 10

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

Accepted Answer

A)  they have a short life span.
B)  they are used more than 13 billion times annually.
C)  the print pages are quicker and easier to use than the Internet.
D)  they are more mobile than other information sources.
E)  they have limited accountability.F) None of the above
G) A) and D)

Question 11

Trade-oriented sales promotions refer to

Accepted Answer

A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, indirectly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements.
C)  advertisements that show actual consumers using the product.
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)  sales promotions which are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and B)
G) A) and C)

Question 12

One advantage of using outdoor advertising 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 is especially suited for persuasive advertisements.
E)  it has a local market focus, high visibility, and an opportunity for repeat exposure.F) All of the above
G) D) and E)

Question 13

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Accepted Answer

A)  10
B)  20
C)  30
D)  40
E)  50F) A) and D)
G) B) and E)

Question 14

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Accepted Answer

A)  sales test
B)  jury test
C)  theater test
D)  attitude test
E)  portfolio testF) None of the above
G) B) and E)

Question 15

An ad for Kraft salad dressings uses a play on words in its headline, "Around here, we're 'jeans and t-shirts' but our dressing is 'night on the town.'" This use of a __________ appeal implies that the dressing is like what is served at the finest eating establishments, but you can enjoy it in the comfort of your home.

Accepted Answer

A)  humorous
B)  rhetorical
C)  family life cycle
D)  cognitive appeal
E)  an appeal to self-esteemF) A) and D)
G) None of the above

Question 16

Another name for pioneering advertising is _________.

Accepted Answer

A)  awareness advertising
B)  persuasive advertising
C)  prospecting advertising
D)  differentiation advertising
E)  informational advertisingF) B) and C)
G) C) and D)

Question 17

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 allowance
B)  harmonizing allowance
C)  free goods allowance
D)  balancing allowance
E)  paired allowanceF) D) and E)
G) A) and C)

Question 18

The purpose of an advocacy advertisement is to

Accepted Answer

A)  tell people what a company is, what it can do, and where it is located.
B)  state the position of a company on an issue.
C)  reinforce previous knowledge of a product.
D)  promote the advantages of one product class over another.
E)  promote a specific brand's features and benefits.F) All of the above
G) B) and C)

Question 19

Product advertisements refer to

Accepted Answer

A)  advertisements that focus on a product class rather than on an individual brand and which take the form of (1)  industrial, (2)  social, and (3)  governmental.
B)  advertisements that focus on selling a good or service and which take three forms: (1)  awareness, (2)  interest, and (3)  adoption.
C)  advertisements that focus on counteracting negative opinions and which may take three forms (1)  defensive, (2)  offensive, or (3)  deflection.
D)  advertisements that focus on selling a good or service and which take three forms: (1)  pioneering (or informational) , (2)  competitive (or persuasive) , and (3)  reminder.
E)  advertisements that focus on clarifying misconceptions and which may take three forms (1)  instructional, (2)  reprimand, or (3)  placation.F) C) and E)
G) D) and E)

Question 20

FIGURE 16-6 
-According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

Accepted Answer

A)  $30
B)  $41
C)  $53
D)  $67
E)  $94F) B) and C)
G) B) and D)

Exam 16: Advertising, Sales Promotion, and Public Relations

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct Answer
verified

Trade-oriented sales promotions refer to

Correct Answer
verified

FIGURE 16-6 -According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

Correct Answer
verified

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

Correct Answer
verified

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 Answer
verified

The purpose of an advocacy advertisement is to

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Another name for pioneering advertising is _________.

Correct Answer
verified

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

Correct Answer
verified

Product advertisements refer to

Correct Answer
verified

The most common form of outdoor advertising is/are called _________.

Correct Answer
verified

The most sophisticated form of pretest is the _________.

Correct Answer
verified

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Correct Answer
verified

One advantage of using outdoor advertising as an advertising medium is

Correct Answer
verified

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Correct Answer
verified

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Correct Answer
verified
Institutional advertisements are designe...
View Answer

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

Correct Answer
verified

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

Correct Answer
verified

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

Trade-oriented sales promotions refer to

Correct AnswerverifiedShow Answer

FIGURE 16-6 -According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

Correct AnswerverifiedShow Answer

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

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

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Another name for pioneering advertising is _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Product advertisements refer to

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is/are called _________.

Correct AnswerverifiedShow Answer

The most sophisticated form of pretest is the _________.

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Correct AnswerverifiedShow Answer

One advantage of using outdoor advertising as an advertising medium is

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

Correct AnswerverifiedShow Answer

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Correct AnswerverifiedShow Answer

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Institutional advertisements are designe...
View Answer

Correct Answer
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