Question 1

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)  premium
B)  sweepstakes
C)  contest
D)  deal
E)  end-run sampleF) B) and E)
G) All of the above

Question 2

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

Question 3

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Accepted Answer

A)  transit advertising
B)  mobile advertising
C)  motorized billboards
D)  mobile signage
E)  transportation advertisingF) All of the above
G) C) and D)

Question 4

An 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) B) and D)
G) A) and E)

Question 5

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)  has a long exposure time.
B)  has a perishable message.
C)  has an unlimited amount of advertising time available.
D)  allows ads to be placed quickly.
E)  is relatively simple to convey complex messages.F) A) and E)
G) A) and B)

Question 6

-In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) None of the above
G) C) and D)

Question 7

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) A) and B)
G) A) and D)

Question 8

The purpose of an advocacy advertisement 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) B) and E)
G) B) and D)

Question 9

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) C) and E)
G) None of the above

Question 10

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

A)  a deal
B)  a contest
C)  a premium
D)  a rebate
E)  a sampleF) A) and C)
G) None of the above

Question 11

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition.
B)  the print pages are quicker and easier to use than the Internet.
C)  they are more mobile than other information sources.
D)  they have excellent coverage of geographic segments.
E)  there are no delivery costs.F) B) and E)
G) All of the above

Question 12

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

A)  fast food
B)  airline travel
C)  hotel accommodations
D)  credit card
E)  grocery store itemsF) B) and D)
G) A) and C)

Question 13

There are five common approaches to posttests: aided recall,__________,attitude tests,inquiry tests,and sales tests.

Accepted Answer

A)  exposure testing
B)  performance tests
C)  unaided recall
D)  jury tests
E)  comparison testsF) A) and E)
G) C) and E)

Question 14

According to the American Cancer Society,57,000 Americans die from colon cancer each year.They estimate that this number would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people of course fear the possibility of bad news.To encourage people to get tested for colon cancer,several ads using a man (known as "Polyp Man") ,dressed in a big red suit making him look more like Mr.M&M to encourage people to get tested.This is an example of a _________ appeal.

Accepted Answer

A)  humorous
B)  cognitive
C)  rhetorical
D)  fear
E)  sexF) A) and E)
G) B) and E)

Question 15

Cooperative advertising refers to

Accepted Answer

A)  advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)  advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C)  advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall.
D)  advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)  advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) B) and D)
G) A) and B)

Question 16

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

Question 17

The "Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Accepted Answer

A)  deal
B)  sweepstakes
C)  contest
D)  sponsor-generated content
E)  loyalty programF) A) and D)
G) A) and E)

Question 18

Starch Test Image
-The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated) ; (3) __________; and (4) who read at least half of the ad.

Accepted Answer

A)  who felt the ad was vague or ambiguous
B)  who felt elements of the ad were inappropriate
C)  who read any part of the ad's copy
D)  who could summarize the key ad points in their own words
E)  who remembered having seen the ad before and had already tried the productF) A) and D)
G) B) and C)

Question 19

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

Question 20

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

Accepted Answer

A)  remote media
B)  electronic advertising
C)  product placements
D)  cooperative advertising
E)  place-based mediaF) D) and E)
G) A) and B)

Exam 15: Advertising, Sales Promotion, and Public Relations

-In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Correct Answer
verified

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct Answer
verified

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

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

The most popular loyalty programs today are __________ reward programs.

Correct Answer
verified

One of the advantages associated with radio as an advertising medium is that it

Correct Answer
verified

Correct Answer
verified

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Correct Answer
verified

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Correct Answer
verified

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

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

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Correct Answer
verified

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Correct Answer
verified

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 Answer
verified

One advantage of using magazines as an advertising medium is

Correct Answer
verified

The "Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Correct Answer
verified

There are five common approaches to posttests: aided recall,__________,attitude tests,inquiry tests,and sales tests.

Correct Answer
verified

Starch Test Image -The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated) ; (3) __________; and (4) who read at least half of the ad.

Correct Answer
verified

The purpose of an advocacy advertisement is to

Correct Answer
verified

Cooperative advertising refers to

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

-In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

The most popular loyalty programs today are __________ reward programs.

Correct AnswerverifiedShow Answer

One of the advantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Correct AnswerverifiedShow Answer

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Correct AnswerverifiedShow Answer

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

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

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Reminder advertisements are especially effective for products in which stage of their product life cycle?

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

The "Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall,__________,attitude tests,inquiry tests,and sales tests.

Correct AnswerverifiedShow Answer

Starch Test Image -The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated) ; (3) __________; and (4) who read at least half of the ad.

Correct AnswerverifiedShow Answer

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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