Question 1

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 are referred to as __________.

Accepted Answer

A)   posttests
B)   pretests
C)   test screenings
D)   aided recall testing
E)   sales testsF) A) and E)
G) A) and B)

Question 2

cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)   GRP
B)   CPA
C)   TMP
D)   CPM
E)   MF) B) and C)
G) A) and D)

Question 3

marketers,the primary objective of coupons is to __________.

Accepted Answer

A)   increase foot traffic in supermarkets
B)   encourage repeat purchases
C)   stimulate demand
D)   retaliate against competitor's actions
E)   minimize brand-switchingF) All of the above
G) A) and B)

Question 4

Figure 18-2B
-respect to Figure 18-2B above,__________ spending accounts for 15% of all advertising expenditures?

Accepted Answer

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

Question 5

There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes; and (3) __________.

Accepted Answer

A)   cost.
B)   the perceived risk.
C)   the reputation of the prospective media firm.
D)   the length of time required to get the message across.
E)   the sustainability of the message.F) C) and D)
G) A) and C)

Question 6

company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

Accepted Answer

A)   intra-firm agency
B)   in-house agency
C)   full-service agency
D)   limited-service agency
E)   promotion departmentF) A) and D)
G) B) and D)

Question 7

common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Accepted Answer

A)   infomercial
B)   news release
C)   news conference
D)   news flash
E)   news huddleF) C) and D)
G) A) and C)

Question 8

Got Milk? Ad
-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 compared to 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) B) and E)

Question 9

advantage of using newspapers as an advertising medium is their

Accepted Answer

A)   ability to cover national markets.
B)   excellent use of color graphics.
C)   quick consumer response.
D)   relatively high cost.
E)   limited distraction from other features.F) B) and C)
G) A) and E)

Question 10

sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)   a merchandise deal.
B)   product enhancement.
C)   a loyalty program.
D)   retail positioning.
E)   experiential decoding.F) A) and B)
G) A) and C)

Question 11

Figure 18-4
-of the largest portals for Internet advertising are _________ and __________.

Accepted Answer

A)   Google; AOL
B)   Google; Tubenet
C)   Google; MSN
D)   Google; Yahoo!
E)   Google; BingF) None of the above
G) C) and D)

Question 12

Campbell's Kettle Soup Ad
-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) B) and E)
G) B) and C)

Question 13

purpose of pioneering institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   inform 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 E)
G) B) and E)

Question 14

flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.

Accepted Answer

A)   continuous schedule
B)   phased schedule
C)   pulse schedule
D)   turnover schedule
E)   intermittent scheduleF) A) and E)
G) A) and B)

Question 15

Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.

Accepted Answer

A)   deal
B)   rebate
C)   coupon
D)   sample
E)   premiumF) B) and C)
G) A) and E)

Question 16

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)   $5.00
B)   $4.00
C)   $3.00
D)   $2.00
E)   $1.00F) B) and E)
G) A) and E)

Question 17

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

Accepted Answer

A)   cannot target specific audiences.
B)   is very expensive to prepare and run ads.
C)   must use print for effect.
D)   has an unlimited amount of advertising time available.
E)   is not effective for conveying simple messages.F) A) and D)
G) C) and E)

Question 18

of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Accepted Answer

A)   AdPage
B)   AdSense
C)   AdRank
D)   AdWords
E)   AdSnapF) A) and D)
G) D) and E)

Question 19

Figure 18-2A
-According to Figure 18-2A 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) B) and C)
G) C) and D)

Question 20

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...

Exam 18: Advertising, Sales Promotion, and Public Relations

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

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marketers,the primary objective of coupons is to __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.

Correct AnswerverifiedShow Answer

Got Milk? Ad -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 compared to other beverages.This is an example of a __________ advertisement.

Correct AnswerverifiedShow Answer

common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Correct AnswerverifiedShow Answer

There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes; and (3) __________.

Correct AnswerverifiedShow Answer

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

Figure 18-4 -of the largest portals for Internet advertising are _________ and __________.

Correct AnswerverifiedShow Answer

Campbell's Kettle Soup Ad -Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct AnswerverifiedShow Answer

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 are referred to as __________.

Correct AnswerverifiedShow Answer

cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

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

company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 15% of all advertising expenditures?

Correct AnswerverifiedShow Answer

of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Correct AnswerverifiedShow Answer

Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.

Correct AnswerverifiedShow Answer

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Figure 18-4 -of the largest portals for Internet advertising are _ and __.

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Fear appeals suggest to the consumer tha...
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