Question 1

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 have a long life span/use period.
D)  they are more mobile than other information sources.
E)  there are no delivery costs.F) A) and B)
G) None of the above

Question 2

Google's mission is to

Accepted Answer

A)  receive 20 billion inquiries each day.
B)  be the first company to generate $100 billion in revenues every year.
C)  be the most socially responsible company on earth.
D)  obtain corporate sustainability by the year 2015.
E)  organize the world's information and make it universally accessible and useful.F) A) and E)
G) C) and D)

Question 3

Information and persuasive content can be combined to form

Accepted Answer

A)  sex,fear,and humor appeals.
B)  guilt,financial risk,and self-esteem appeals.
C)  sex,fear,and self-worth appeals.
D)  demographic,psychographic,and lifestyle appeals.
E)  gender,ethnicity,and reference group appeals.F) All of the above
G) B) and E)

Question 4

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 a limited market area to their advertising messages as often as possible.The owners of the toy store were concerned with

Accepted Answer

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

Question 5

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) _________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  humorous appeal
E)  sex appealF) All of the above
G) A) and D)

Question 6

One disadvantage of using newspapers as an advertising medium is their __________.

Accepted Answer

A)  relatively poor color reproduction
B)  inability to cover local markets
C)  long lead time for placing an ad
D)  relatively high cost
E)  lack of noise during the communication processF) A) and E)
G) A) and C)

Question 7

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

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

Question 8

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A)  it takes a relatively short time to place the ad
B)  the cost of placing a magazine ad is extremely low
C)  a magazine ad has a long life
D)  it is easy to translate consumer interests into a successful publication
E)  there is little need or benefit to incorporate four-color graphicsF) A) and B)
G) A) and C)

Question 9

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Accepted Answer

A)  CPM = Advertising cost ($) ÷ Impressions generated (in 100s) .
B)  CPM = Total revenue ($) ÷ Impressions generated (in 1,000s) .
C)  CPM = Total profit ($) ÷ Impressions generated (in 1,000s) .
D)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s) .
E)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s) .F) C) and D)
G) A) and E)

Question 10

A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Accepted Answer

A)  complementary goods
B)  bonus goods
C)  BOGO
D)  free goods
E)  promotional allowanceF) B) and C)
G) C) and D)

Question 11

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

A)  pioneering
B)  competitive
C)  reminder
D)  comparative
E)  advocacyF) B) and D)
G) None of the above

Question 12

Explanation: Rationale: When using fear appeals,the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to "tune out" the message.
 
-The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  pioneering
E)  guiltF) A) and B)
G) D) and E)

Question 13

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  it is similar to print advertising since it offers a visual message.
B)  there is no need to segment markets.
C)  messages are automatically translated into multiple languages.
D)  there are no real costs except computers used for initial encoding.
E)  it is relatively simple to run national online campaign across multiple sites.F) B) and E)
G) None of the above

Question 14

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  the ability to cover national markets.
B)  the short lead time for placing an ad.
C)  excellent color graphics.
D)  minimum distraction from other features.
E)  extended life span.F) A) and E)
G) All of the above

Question 15

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the __________.

Accepted Answer

A)  sales test
B)  jury test
C)  theater test
D)  attitude test
E)  portfolio testF) A) and C)
G) B) and D)

Question 16

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2012,the cost had soared to $3.5 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Accepted Answer

A)  the number of TV viewers for the Super Bowl is growing.
B)  the ads are much more elaborate and therefore more expensive to produce.
C)  the NFL knows advertisers will pay anything it wants.
D)  the ad agencies have dramatically increased their fees.
E)  the companies that create Super Bowl ads do not have to run any other ads all year long.F) D) and E)
G) C) and D)

Question 17

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

A)  a contest
B)  a premium
C)  a deal
D)  a rebate
E)  a sampleF) A) and E)
G) B) and E)

Question 18

In 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) A) and E)
G) A) and B)

Question 19

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

Accepted Answer

A)  competitive
B)  advocacy
C)  pioneering
D)  reminder
E)  stakeholderF) A) and E)
G) B) and D)

Question 20

Publicity tools refer to

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal,directly paid presentation of a company or its products.
C)  short-term inducements of value offered to arouse interest in buying a product or service.
D)  methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost.
E)  free space or time donated by the media.F) C) and D)
G) B) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2012,the cost had soared to $3.5 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct Answer
verified

Explanation: Rationale: When using fear appeals,the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to "tune out" the message. -The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Correct Answer
verified

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their __________.

Correct Answer
verified

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

Correct Answer
verified

Google's mission is to

Correct Answer
verified

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

Correct Answer
verified

In terms of scheduling advertising,purchase frequency refers to

Correct Answer
verified

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) _________.

Correct Answer
verified

Information and persuasive content can be combined to form

Correct Answer
verified

A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct Answer
verified

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the __________.

Correct Answer
verified

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct Answer
verified

Which of the following is an advantage of using magazines as an advertising medium?

Correct Answer
verified

Publicity tools refer to

Correct Answer
verified

One disadvantage of using the Internet as an advertising medium is

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2012,the cost had soared to $3.5 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct AnswerverifiedShow Answer

Explanation: Rationale: When using fear appeals,the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to "tune out" the message. -The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Google's mission is to

Correct AnswerverifiedShow Answer

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,purchase frequency refers to

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form

Correct AnswerverifiedShow Answer

A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the __________.

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using magazines as an advertising medium?

Correct AnswerverifiedShow Answer

Publicity tools refer to

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified