Question 1

-The Karl Lagerfeld ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  advocacy
D)  sex
E)  guiltF) All of the above
G) A) and C)

Question 2

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 3

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

Accepted Answer

A)  fear appeal
B)  competitive
C)  pioneering
D)  institutional
E)  reinforcementF) A) and B)
G) A) and C)

Question 4

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Accepted Answer

Yellow Pages - Advantages: (1) they are ...

Question 5

The three approaches to setting advertising schedules are

Accepted Answer

A)  flexible, seasonal, and continuous.
B)  spontaneous, continuous, and intermittent.
C)  continuous, flighting, and pulse.
D)  daytime, primetime, and off-peak.
E)  sporadic, intermittent, and infrequent.F) A) and D)
G) None of the above

Question 6

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without __________."

Accepted Answer

A)  having an attitude
B)  a PhD
C)  a MBA
D)  a suit
E)  losing your sense of humorF) D) and E)
G) C) and D)

Question 7

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the relatively short time it takes to place an ad.
B)  high quality color is available if needed or desired.
C)  the cost of placing a magazine ad is extremely low.
D)  the ease of translating consumer interests into a successful publication.
E)  there is little need or benefit to incorporate four-color graphics.F) C) and D)
G) D) and E)

Question 8

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)  trade promotion programs.
B)  consumer promotion programs.
C)  cooperative advertising programs.
D)  cause-related marketing programs.
E)  shared-responsibility programs.F) A) and E)
G) A) and D)

Question 9

The means by which an advertising message is communicated to the target audience is known as

Accepted Answer

A)  advertising media.
B)  reach and frequency.
C)  a source.
D)  CPM.
E)  GRP.F) A) and B)
G) B) and D)

Question 10

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)  inability to cover local markets.
B)  long lead time for placing an ad.
C)  long life span.
D)  relatively high cost.
E)  need to compete for reader attention with other features in the newspaper.F) A) and E)
G) None of the above

Question 11

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) B) and E)
G) A) and B)

Question 12

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A)  inquiry testing
B)  concept testing
C)  portfolio testing
D)  aided recall
E)  unaided recallF) D) and E)
G) A) and D)

Question 13

When a company uses a(n)  __________, it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

A)  intra-firm agency
B)  promotion department
C)  in-house agency
D)  full-service agency
E)  limited-service agencyF) A) and E)
G) A) and C)

Question 14

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered because the consumer is charged for it?

Accepted Answer

A)  BOGO deal
B)  self-liquidating premium
C)  sample
D)  rebate
E)  couponF) C) and D)
G) A) and B)

Question 15

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the ability to target specific audiences.
B)  the relatively short time it takes to place an ad.
C)  the extremely low cost.
D)  the opportunity to compete with other magazine features.
E)  the simplicity of the messageF) B) and E)
G) A) and C)

Question 16

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S and whose candies were featured in the earlier book, regretted not permitting its product to be used in the film. The appearance of the candy in the film is an example of __________.

Accepted Answer

A)   product continuity
B)   subsidized advertising
C)   subliminal direction
D)   showrooming
E)   product placementF) A) and B)
G) C) and E)

Question 17

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 18

A reminder ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) B) and C)
G) A) and D)

Question 19

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Accepted Answer

A)  CPM = (Advertising cost ($)  ÷ Audience size)  × 100.
B)  CPM = (Total revenue ($)  ÷ Audience size)  × 1,000.
C)  CPM = (Total profit ($)  ÷ Audience size)  × 100.
D)  CPM = (Advertising cost ($)  ÷ Audience size)  × 1,000.
E)  CPM = (Total revenue ($)  ÷ Audience size)  × 1,000,000.F) B) and C)
G) A) and C)

Question 20

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 ...

Exam 15: Advertising, Sales Promotion, and Public Relations

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

A reminder ad

Correct AnswerverifiedShow Answer

When a company uses a(n) __________, it is using its own advertising staff to provide the advertising services needed by the company.

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.

Correct AnswerverifiedShow Answer

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without __________."

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Correct AnswerverifiedYellow Pages - Advantages: (1) they are ...View AnswerShow 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

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

The means by which an advertising message is communicated to the target audience is known as

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S and whose candies were featured in the earlier book, regretted not permitting its product to be used in the film. The appearance of the candy in the film is an example of __________.

Correct AnswerverifiedShow Answer

-The Karl Lagerfeld ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered because the consumer is charged for it?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Yellow Pages - Advantages: (1) they are ...
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Publicity is a nonpersonal presentation ...
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Reach is the number of different people ...
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The conflicting goals are maximizing exp...
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