Question 1

Information and persuasive content can be combined to form which common advertising appeals?

Accepted Answer

A)  sex, fear, and humor appeals
B)  guilt, financial risk, and self-esteem appeals
C)  demographic, psychographic, and lifestyle appeals
D)  guilt, fear, and self-worth appeals
E)  gender, ethnicity, and reference group appealsF) A) and D)
G) A) and C)

Question 2

An ad for an international consulting firm was intended to communicate the company's philosophy - that you can be big and nimble at the same time - rather than to sell any one particular service the company provides. The ad is an example of __________ institutional advertising.

Accepted Answer

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

Question 3

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Accepted Answer

A)  gross rating points
B)  CPM
C)  reach
D)  rating
E)  share pointsF) A) and E)
G) C) and D)

Question 4

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Accepted Answer

A)  those who watch absolutely no television programming
B)  traditional broadcast viewers
C)  online TV viewers
D)  satellite TV viewers
E)  cable TV viewersF) A) and E)
G) C) and D)

Question 5

All of the following are publicity tools EXCEPT:

Accepted Answer

A)  high-visibility individuals.
B)  PSAs.
C)  news releases.
D)  contests.
E)  news conferences.F) C) and E)
G) C) and D)

Question 6

Taco Bell introduced its 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) C) and D)
G) C) and E)

Question 7

The three primary types of product advertisements are __________, competitive, and reminder.

Accepted Answer

A)  goodwill
B)  industrial
C)  persuasive
D)  pioneering
E)  subliminalF) A) and D)
G) A) and C)

Question 8

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Accepted Answer

A)  be an Einstein
B)  ask a question
C)  be in need
D)  be at your desk
E)  be on your computerF) A) and B)
G) A) and C)

Question 9

The primary purpose of a competitive advertisement is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found.
B)  assure current users they made the right choice.
C)  reinforce previous knowledge of a product.
D)  promote a specific brand's features and benefits.
E)  promote the advantages of one product class over another.F) C) and E)
G) D) and E)

Question 10

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead-time needed to place an ad.
C)  the relatively high cost.
D)  the lack of noise associated with the use of magazines in the communication channel.
E)  the antagonism with environmentalists.F) B) and D)
G) B) and C)

Question 11

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Accepted Answer

A)  prize
B)  bottom line
C)  user
D)  seller
E)  brandF) All of the above
G) C) and E)

Question 12

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

Accepted Answer

A)  Advertise on television showing a mother microwaving the snack in less than 60 seconds.
B)  Provide a premium to build customer goodwill by receiving reduced price merchandise.
C)  Have a sign that will be placed on the grocer's freezer where the product is offered for sale.
D)  Use a rebate to encourage customer purchase and increase confidence in the product.
E)  Use a demonstrator hired by the company to prepare the snack in a grocery store and give away cooked, bite-sized samples of the snack to shoppers as they pass by.F) None of the above
G) B) and E)

Question 13

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Accepted Answer

A)  $1.00
B)  $2.00
C)  $2.50
D)  $4.00
E)  $5.00F) B) and C)
G) None of the above

Question 14

Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.

Accepted Answer

A)  click spiders
B)  clickbots
C)  click spam
D)  click hammers
E)  click tippersF) A) and E)
G) D) and E)

Question 15

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract more consumer attention for the advertiser's brand.
C)  Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often do, cause more harm than good.F) None of the above
G) A) and E)

Question 16

Most advertising messages are made up of both informational and persuasional elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 17

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A)  differentiation
B)  persuasive
C)  prospecting
D)  awareness
E)  informationalF) A) and D)
G) A) and E)

Question 18

The Wall Street Journal and U.S.A. Today each have a national distribution of more than

Accepted Answer

A)  1.5 million readers.
B)  5 million readers.
C)  15 million readers.
D)  50 million readers.
E)  175 million readers.F) B) and D)
G) A) and C)

Question 19

Trade 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's products.
C)  advertisements that show actual consumers using the product in a barter or countertrade situation.
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)  sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and E)
G) B) and D)

Question 20

Infomercials refer to

Accepted Answer

A)  public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B)  a form of advertisement whose sole purpose is to entertain.
C)  program-length (30-minute)  advertisements that take an educational approach to communication with potential customers.
D)  direct response TV and radio ads that air during the late night or weekend mornings.
E)  educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.F) A) and C)
G) A) and B)

Exam 15: Advertising, Sales Promotion, and Public Relations

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Correct Answer
verified

The primary purpose of a competitive advertisement is to

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Correct Answer
verified

The Wall Street Journal and U.S.A. Today each have a national distribution of more than

Correct Answer
verified

Information and persuasive content can be combined to form which common advertising appeals?

Correct Answer
verified

Which of the following statements about comparative advertising is most accurate?

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Correct Answer
verified

Most advertising messages are made up of both informational and persuasional elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

Another name for pioneering advertising is __________ advertising.

Correct Answer
verified

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Correct Answer
verified

Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.

Correct Answer
verified

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Correct Answer
verified

An ad for an international consulting firm was intended to communicate the company's philosophy - that you can be big and nimble at the same time - rather than to sell any one particular service the company provides. The ad is an example of __________ institutional advertising.

Correct Answer
verified

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

Correct Answer
verified

The three primary types of product advertisements are __________, competitive, and reminder.

Correct Answer
verified

Correct Answer
verified

Trade promotions refer to

Correct Answer
verified

All of the following are publicity tools EXCEPT:

Correct Answer
verified

Infomercials refer to

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Correct AnswerverifiedShow Answer

The Wall Street Journal and U.S.A. Today each have a national distribution of more than

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form which common advertising appeals?

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasional elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

Another name for pioneering advertising is __________ advertising.

Correct AnswerverifiedShow Answer

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Correct AnswerverifiedShow Answer

Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.

Correct AnswerverifiedShow Answer

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Correct AnswerverifiedShow Answer

An ad for an international consulting firm was intended to communicate the company's philosophy - that you can be big and nimble at the same time - rather than to sell any one particular service the company provides. The ad is an example of __________ institutional advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are __________, competitive, and reminder.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Trade promotions refer to

Correct AnswerverifiedShow Answer

All of the following are publicity tools EXCEPT:

Correct AnswerverifiedShow Answer

Infomercials refer to

Correct AnswerverifiedShow Answer

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Fear appeals suggest to the consumer tha...
View Answer

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