Question 1

Pretests refer to

Accepted Answer

A)   tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)   tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)   tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)   tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement.
E)   sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.F) A) and B)
G) C) and E)

Question 2

first decision in developing an advertising program is to

Accepted Answer

A)   set the budget.
B)   state its mission.
C)   identify the target audience.
D)   select the appeal.
E)   select the media.F) A) and D)
G) A) and E)

Question 3

Several hospitals placed signs on the inside door of ladies' bathroom stalls encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Accepted Answer

A)   remote media
B)   social network advertising
C)   place-based media
D)   advocacy advertising
E)   cooperative advertisingF) A) and B)
G) D) and E)

Question 4

advertising message usually focuses on the __________that is/are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A)   emotional aspects
B)   price
C)   psychological aspects
D)   financial risks
E)   key benefits of the productF) None of the above
G) A) and E)

Question 5

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

Question 6

1&1 Ad
-ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Accepted Answer

A)   reinforcement
B)   persuasive
C)   comparative
D)   informative
E)   reminderF) A) and E)
G) B) and D)

Question 7

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)   takes a relatively short time to read.
B)   incorporates four-color graphics too frequently.
C)   usually has little competition with other media features.
D)   is quickly replacing television advertising.
E)   is perceived to be more trustworthy, inspirational, and engaging than other media.F) A) and B)
G) A) and C)

Question 8

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

Accepted Answer

A)   information
B)   competition
C)   opportunity
D)   money to be made
E)   customers to serveF) A) and E)
G) A) and D)

Question 9

terms of scheduling advertising,purchase frequency refers to

Accepted Answer

A)   the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product.
B)   the number of times a buyer purchases a product during its life cycle.
C)   how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
D)   how frequently a product is purchased over a particular time period.
E)   the idea that the more frequently the product is purchased, the less advertising repetition is required.F) B) and D)
G) A) and E)

Question 10

Software programs called _________,are 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) B) and E)
G) A) and C)

Question 11

Advertisements basically consist of two types: __________ and __________.

Accepted Answer

A)   re-purchase; postpurchase
B)   promotional; reinforcement
C)   promotional; informative
D)   product; service
E)   product; institutionalF) B) and D)
G) All of the above

Question 12

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Accepted Answer

A)   one thing
B)   everything
C)   whatever you love
D)   what you are afraid of
E)   your jobF) A) and B)
G) A) and C)

Question 13

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 __________.

Accepted Answer

A)   level stock protection program
B)   floor stock protection program
C)   ceiling stock protection program
D)   ground stock protection program
E)   hedge stock protection programF) A) and B)
G) D) and E)

Question 14

disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)   as a relatively new medium, it has attracted limited use.
B)   pay-per-click search ads on Google are expensive and ineffective.
C)   it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
D)   it often creates more traffic than a firm can actually handle.
E)   animation can require a long download time.F) B) and E)
G) C) and E)

Question 15

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

Accepted Answer

A)   has a short exposure time.
B)   cannot target specific audiences.
C)   must use print for effect.
D)   has an unlimited amount of advertising time available.
E)   is not effective for conveying simple messages.F) B) and E)
G) A) and E)

Question 16

type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.

Accepted Answer

A)   authoritarian appeal
B)   coercive appeal
C)   family appeal
D)   fear appeal
E)   sex appealF) A) and C)
G) A) and E)

Question 17

U. S. Army Ad
-U.S.Army ad shown above is an example of a(n) __________ advertisement.

Accepted Answer

A)   reminder institutional
B)   competitive institutional
C)   pioneering institutional
D)   advocacy
E)   subliminal institutionalF) All of the above
G) A) and B)

Question 18

deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A)   deceptive advertising.
B)   click fraud.
C)   webtipping.
D)   click-theft.
E)   clickbotting.F) A) and B)
G) All of the above

Question 19

marketers,the primary objective of a contest is to

Accepted Answer

A)   demonstrate product use.
B)   retaliate against competitors' actions.
C)   encourage present customers to buy more and minimize brand-switching behavior.
D)   encourage new product trial.
E)   increase consumer purchases and build business inventory.F) A) and C)
G) A) and E)

Question 20

Red Bull Ad
-type of product advertisement is the Red Bull ad above?

Accepted Answer

A)   pioneering
B)   reminder
C)   reinforcement
D)   comparative
E)   competitiveF) B) and E)
G) B) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

Pretests refer to

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first decision in developing an advertising program is to

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advertising message usually focuses on the __________that is/are important to a prospective buyer in making trial and adoption decisions.

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of ladies' bathroom stalls encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Correct AnswerverifiedShow Answer

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

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

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terms of scheduling advertising,purchase frequency refers to

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Red Bull Ad -type of product advertisement is the Red Bull ad above?

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

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U. S. Army Ad -U.S.Army ad shown above is an example of a(n) __________ advertisement.

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marketers,the primary objective of a contest is to

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Advertisements basically consist of two types: __________ and __________.

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of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

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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 __________.

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

1&1 Ad -ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Correct AnswerverifiedShow Answer

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

disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

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Advertisements basically consist of two types: and .

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