Question 1

One of the most common measures in advertising is

Accepted Answer

A)  Cost per thousand impressions.
B)  Cost per thousand occurrences.
C)  Cost per thousand incidences.
D)  Cost per million impressions
E)  Cost per thousand frequencies.F) B) and C)
G) All of the above

Question 2

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Accepted Answer

A)  trade-oriented sales promotions
B)  manufacturers' promotions
C)  channel promotions
D)  consumer-oriented sales promotions
E)  reseller promotionsF) A) and B)
G) A) and C)

Question 3

The first decision in developing an advertising program is to

Accepted Answer

A)  set the budget.
B)  specify the advertising objectives.
C)  identify the target audience.
D)  select the appeal.
E)  select the media.F) None of the above
G) A) and B)

Question 4

The three primary types of product advertisement are __________,competitive,and reminder.

Accepted Answer

A)  goodwill
B)  industrial
C)  persuasive
D)  pioneering
E)  subliminalF) A) and E)
G) A) and C)

Question 5

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  cannot use humor,sound,and intimacy effectively.
D)  has a very limited amount of advertising time available.
E)  is easy to convey complex messages.F) A) and B)
G) A) and C)

Question 6

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 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) B) and C)

Question 7

All of the following are publicity tools EXCEPT:

Accepted Answer

A)  high-visibility individuals.
B)  PSAs.
C)  news releases.
D)  contests.
E)  news conferences.F) None of the above
G) C) and E)

Question 8

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements increase the perceived quality of the advertiser's brand.
B)  Comparative advertisements now constitute over 90% of all television ads.
C)  Comparative advertisements attract less consumer attention in the advertiser's brand.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can,and often do,cause more harm than good.F) None of the above
G) B) and C)

Question 9

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)  tasters
C)  samples
D)  coupons
E)  premiumsF) All of the above
G) A) and C)

Question 10

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 has good reach and frequency.
E)  it is especially suited for persuasive advertisements.F) A) and D)
G) D) and E)

Question 11

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) All of the above
G) A) and C)

Question 12

Which of the following statements about sales tests is most accurate?

Accepted Answer

A)  With sales tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the cost inquiries are presumed to be the most effective.
B)  With sales tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
C)  Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
D)  In a sales test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised.
E)  In a sales test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.F) B) and C)
G) A) and E)

Question 13

Starch Test Image
-The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad,(2) who saw or read any part of the ad identifying the product or brand,(3) who read any part of the ad's copy,and (4) __________.

Accepted Answer

A)  who read at least half of the ad
B)  who felt the ad was vague or ambiguous
C)  who felt elements of the ad were inappropriate
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 C)
G) C) and E)

Question 14

When 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) D) and E)
G) B) and D)

Question 15

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

Accepted Answer

A)  has a long exposure time.
B)  cannot target specific audiences.
C)  has a perishable message.
D)  cannot use humor,sound,and intimacy effectively.
E)  has an unlimited amount of advertising time available.F) A) and C)
G) D) and E)

Question 16

Software programs called _________,is a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A)  click spiders
B)  clickbots
C)  click spam
D)  click hammers
E)  click tippersF) A) and D)
G) A) and C)

Question 17

-The U.S.Army ad shown above is an example of a(n) __________ advertisement.

Accepted Answer

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

Question 18

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  there are no real costs except computers used for initial encoding.
D)  online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.F) A) and B)
G) A) and C)

Question 19

Consumer-oriented sales promotions refer to

Accepted Answer

A)  sales tools used to support a company's advertising and personal selling directed to ultimate consumers.
B)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C)  methods used to get a nonpersonal,indirectly paid presentation of a company or its products.
D)  advertisements that show actual consumers using the product.
E)  sales promotions that supplement advertising and personal selling but are directed to wholesalers,retailers,or distributors.F) B) and D)
G) C) and E)

Question 20

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

Accepted Answer

A)  has a long exposure time.
B)  can target general audiences.
C)  has an unlimited amount of advertising time available.
D)  is relatively simple to convey complex messages.
E)  uses humor,sound,and intimacy effectively.F) B) and E)
G) A) and B)

Exam 15: Advertising, Sales Promotion, and Public Relations

Software programs called _________,is a form of click fraud where the software is used to produce automatic clicks on ads.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions refer to

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

Starch Test Image -The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad,(2) who saw or read any part of the ad identifying the product or brand,(3) who read any part of the ad's copy,and (4) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are __________,competitive,and reminder.

Correct AnswerverifiedShow Answer

-The U.S.Army ad shown above is an example of a(n) __________ advertisement.

Correct AnswerverifiedShow Answer

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following statements about sales tests is most accurate?

Correct AnswerverifiedShow Answer

All of the following are publicity tools EXCEPT:

Correct AnswerverifiedShow Answer

Trade promotions refer to

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

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

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