Question 1

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) A) and B)

Question 2

A competitive (or persuasive) 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 E)
G) D) and E)

Question 3

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) B) and D)
G) A) and C)

Question 4

Gross rating points (GRPs) are determined by the formula

Accepted Answer

A)  reach multiplied by frequency.
B)  reach multiplied by rating.
C)  rating multiplied by frequency.
D)  cost divided by reach.
E)  cost divided by (reach multiplied by frequency) .F) D) and E)
G) None of the above

Question 5

In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

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

Question 6

One advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it is relatively low-cost.
C)  it has universal appeal.
D)  it is particularly suited to national campaigns.
E)  it is especially suited for pioneering product advertisements.F) A) and D)
G) C) and D)

Question 7

Advertising refers to

Accepted Answer

A)  any non-paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
B)  any paid form of personal communication about an organization,product,service,or idea by an identified sponsor.
C)  any nonpaid form of personal communication about an organization,product,service,or idea by an unidentified sponsor.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any paid form of nonpersonal communication about an organization,product,service,or idea by an unidentified sponsor.F) B) and C)
G) A) and C)

Question 8

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  comparative
E)  differentiationF) C) and D)
G) A) and E)

Question 9

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)  buyer turnover.
B)  the frequency rate.
C)  the brand awareness rate.
D)  the forgetting rate.
E)  the recall dissipation rate.F) B) and D)
G) C) and D)

Question 10

All of the following statements are true about coupons EXCEPT:

Accepted Answer

A)  couponing can reduce gross revenues by lowering the price paid by already-loyal consumers.
B)  the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers.
C)  studies suggest that market share does increase during the period immediately after coupons are distributed.
D)  recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons.
E)  the redemption rate for online coupons is substantially higher than other forms of coupons.F) A) and B)
G) A) and C)

Question 11

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)  YouTube
B)  ClickBot
C)  eBay
D)  DoubleHit
E)  DoubleClickF) A) and C)
G) C) and D)

Question 12

For marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

A)  eliminate the need for any special pricing promotion.
B)  retaliate against competitors' actions.
C)  encourage present customers to buy more.
D)  build business inventory.
E)  increase product trial and provide in-store support for other promotions.F) A) and B)
G) A) and D)

Question 13

The "Got Milk?" ad shown above is an example of which type of advertising?

Accepted Answer

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

Question 14

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Accepted Answer

A)  competitive product
B)  product advocacy
C)  competitive institutional
D)  pioneering product
E)  pioneering institutionalF) B) and D)
G) A) and D)

Question 15

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Accepted Answer

A)  wasted coverage
B)  media divergence
C)  dual exposure
D)  over-exposure
E)  advertising spill-overF) All of the above
G) C) and E)

Question 16

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert...

Question 17

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products that are classified as shopping goods
B)  new products
C)  commodity products like salt,sugar,and baking soda
D)  products that are perishable
E)  products that are classified as specialty goodsF) All of the above
G) D) and E)

Question 18

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Accepted Answer

A)  competitive
B)  institutional
C)  differentiation
D)  pioneering
E)  reminderF) A) and B)
G) A) and C)

Question 19

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A)  identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
B)  run shorter ads in a greater number of geographical areas.
C)  identify specific times of day or night when the target audience would be more likely to tune in.
D)  develop more creative ads so that more people will choose to see them.
E)  run the ads on less expensive,narrowly focused,specialized cable and satellite channels.F) A) and E)
G) A) and D)

Question 20

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition of USA Today (newspaper) is $207,720 and its U.S.audience size is 1,711,696.The cost of a full page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000.The cost of a full page color ad in the U.S.national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the LOWEST CPM?

Accepted Answer

A)  The Wall Street Journal
B)  USA Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) B) and D)
G) B) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Correct Answer
verified

The "Got Milk?" ad shown above is an example of which type of advertising?

Correct Answer
verified

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Correct Answer
verified

One advantage of using magazines as an advertising medium is

Correct Answer
verified

One advantage of using billboards as an advertising medium is

Correct Answer
verified

One way TV advertising can reduce wasted coverage is to

Correct Answer
verified

Gross rating points (GRPs) are determined by the formula

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct Answer
verified

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct Answer
verified

A competitive (or persuasive) ad

Correct Answer
verified

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct Answer
verified

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

Advertising refers to

Correct Answer
verified

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Correct Answer
verified

Trade promotions refer to

Correct Answer
verified

All of the following statements are true about coupons EXCEPT:

Correct Answer
verified

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Correct Answer
verified

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct Answer
verified

For marketers,the primary objective of a point-of-purchase display is to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

The "Got Milk?" ad shown above is an example of which type of advertising?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

One way TV advertising can reduce wasted coverage is to

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Correct AnswerverifiedShow Answer

Trade promotions refer to

Correct AnswerverifiedShow Answer

All of the following statements are true about coupons EXCEPT:

Correct AnswerverifiedShow Answer

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Correct AnswerverifiedShow Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a point-of-purchase display is to

Correct AnswerverifiedShow Answer

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Pretests are conducted before the advert...
View Answer

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