Question 1

The purpose of competitive 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)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) A) and D)
G) B) and D)

Question 2

Most advertising messages are made up of two elements,which are

Accepted Answer

A)  expositional and persuasional.
B)  informational and persuasional.
C)  informational and creative.
D)  functional and persuasional.
E)  creative and rhetorical.F) B) and E)
G) A) and B)

Question 3

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 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) A) and E)
G) None of the above

Question 4

The most common form of outdoor advertising is/are __________.

Accepted Answer

A)  transit
B)  point-of-purchase displays
C)  billboards
D)  kiosks
E)  in-store signageF) A) and E)
G) B) and D)

Question 5

One advantage of using billboards 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 high visibility.F) All of the above
G) A) and B)

Question 6

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 if the consumer is charged for it?

Accepted Answer

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

Question 7

All of the following are shortcomings of advertising EXCEPT:

Accepted Answer

A)  compensating actors is very expensive.
B)  shooting commercials in several locations for global campaigns has increased.
C)  replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear,sex,or humorous appeal.
D)  designing quality artwork,layout,and production for advertisements is time consuming.
E)  translating the copywriter's ideas into an actual advertisement is a complex process.F) C) and E)
G) B) and C)

Question 8

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  premiums
E)  couponsF) A) and B)
G) C) and E)

Question 9

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

Accepted Answer

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

Question 10

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Accepted Answer

A)  contest
B)  challenge
C)  competition
D)  sweepstakes
E)  public relations campaignF) A) and D)
G) B) and E)

Question 11

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible.The owners of the toy store were MOST LIKELY concerned with

Accepted Answer

A)  reach.
B)  frequency.
C)  gross rating points.
D)  cost per thousand.
E)  ratings.F) C) and E)
G) A) and B)

Question 12

Bridgestone uses institutional __________ ads like the one shown above in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Accepted Answer

A)  pioneering
B)  competitive
C)  reminder
D)  political
E)  advocacyF) All of the above
G) A) and B)

Question 13

According to Figure 18-2 above,which of the following media alternatives has the LARGEST amount of advertising expenditures?

Accepted Answer

A)  newspapers
B)  television
C)  direct mail
D)  Internet
E)  magazinesF) All of the above
G) B) and E)

Question 14

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  coupons
E)  premiumsF) A) and B)
G) All of the above

Question 15

The three primary types of product advertisements are __________.

Accepted Answer

A)  pioneering,institutional,and informational
B)  humor,sex,and fear
C)  pioneering,competitive,and reminder
D)  competitive,subliminal,and institutional
E)  cognitive,affective,and behavioralF) B) and C)
G) All of the above

Question 16

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  differentiationF) C) and E)
G) D) and E)

Question 17

A reinforcement 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) A) and B)
G) D) and E)

Question 18

The Nabisco Sales Promotion Image above was seen in grocery stores throughout the U.S.The Nabisco bus was designed to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was placed in a high-traffic area of the store.This type of sales promotion is referred to as a __________.

Accepted Answer

A)  sample
B)  freestanding insert
C)  point-of-purchase display
D)  premium
E)  dealF) A) and B)
G) A) and D)

Question 19

For 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) All of the above
G) B) and C)

Question 20

The Doritos ad above that ran during a recent Super Bowl was rated the best ad for the Crash the Super Bowl Contest.It shows a grandmother who launched a baby wearing a sling to grad a bag of the chips.This ad is MOST LIKELY a __________ advertisement.

Accepted Answer

A)  reinforcement
B)  pioneering
C)  fear appeal
D)  competitive
E)  cooperativeF) C) and E)
G) None of the above

Exam 18: Advertising, Sales Promotion, and Public Relations

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

Correct Answer
verified

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct Answer
verified

The Doritos ad above that ran during a recent Super Bowl was rated the best ad for the Crash the Super Bowl Contest.It shows a grandmother who launched a baby wearing a sling to grad a bag of the chips.This ad is MOST LIKELY a __________ advertisement.

Correct Answer
verified

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

Correct Answer
verified

All of the following are shortcomings of advertising EXCEPT:

Correct Answer
verified

One advantage of using billboards as an advertising medium is

Correct Answer
verified

Bridgestone uses institutional __________ ads like the one shown above in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Correct Answer
verified

A reinforcement ad

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 sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Correct Answer
verified

The purpose of competitive institutional advertisements is to

Correct Answer
verified

According to Figure 18-2 above,which of the following media alternatives has the LARGEST amount of advertising expenditures?

Correct Answer
verified

The most common form of outdoor advertising is/are __________.

Correct Answer
verified

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 if the consumer is charged for it?

Correct Answer
verified

Most advertising messages are made up of two elements,which are

Correct Answer
verified

The three primary types of product advertisements are __________.

Correct Answer
verified

Correct Answer
verified

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct Answer
verified

Correct Answer
verified

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Correct Answer
verified

For marketers,the primary objective of a contest is to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Sales promotions that usually offer a discounted price to the consumer,which encourages trial of the product,are commonly referred to as __________.

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct AnswerverifiedShow Answer

The Doritos ad above that ran during a recent Super Bowl was rated the best ad for the Crash the Super Bowl Contest.It shows a grandmother who launched a baby wearing a sling to grad a bag of the chips.This ad is MOST LIKELY a __________ advertisement.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are shortcomings of advertising EXCEPT:

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

Bridgestone uses institutional __________ ads like the one shown above in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Correct AnswerverifiedShow Answer

A reinforcement ad

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 sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

According to Figure 18-2 above,which of the following media alternatives has the LARGEST amount of advertising expenditures?

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is/are __________.

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 if the consumer is charged for it?

Correct AnswerverifiedShow Answer

Most advertising messages are made up of two elements,which are

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a contest is to

Correct AnswerverifiedShow Answer

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