Question 1

Florida Environmental is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Environmental is using a ________ promotional strategy.

Accepted Answer

A)  pull
B)  puffery
C)  publicity
D)  push
E)  post-testingF) B) and E)
G) All of the above

Question 2

Bob is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Accepted Answer

A)  will force him to use PSAs.
B)  increases consumers' preference for high-pressure persuasive advertising.
C)  makes his job more difficult.
D)  makes it easier to select media.
E)  makes budget more important, and creativity less important.F) C) and D)
G) A) and B)

Question 3

Reminder advertising is primarily used to

Accepted Answer

A)  prompt repurchase of a product.
B)  create and build brand awareness.
C)  accelerate market acceptance.
D)  gather information about consumers.
E)  persuade consumers to change existing perceptions.F) C) and D)
G) C) and E)

Question 4

Jorge is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

Accepted Answer

A)  the quality of his kayaks.
B)  how much money he spends.
C)  how well he can identify his target audience.
D)  how much consumers like him.
E)  whether he can gain commitments from manufacturers for complementary products.F) A) and B)
G) B) and E)

Question 5

When developing an advertising message, the message should focus on

Accepted Answer

A)  the producer.
B)  the advertising environment.
C)  solving problems for consumers.
D)  creating investment opportunities.
E)  niche media balance.F) A) and B)
G) A) and D)

Question 6

The execution style of an advertising message must

Accepted Answer

A)  match the medium and the objectives.
B)  correspond with globally accepted norms.
C)  include a minimum of puffery and maximum media buy.
D)  selectively pull retailers into the marketing channel.
E)  cover new creative ground to be effective.F) A) and E)
G) C) and E)

Question 7

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Accepted Answer

A) True 
 B)False

Question 8

The key to a successful emotional advertising appeal is to use the emotion to

Accepted Answer

A)  make consumers cry.
B)  create a bond between the consumer and the brand.
C)  get consumers to think about the benefits of the product.
D)  balance social marketing with product-focused advertising.
E)  deliver a logical message.F) B) and C)
G) C) and D)

Question 9

When businesses support cultural or sporting events, such as Red Bull Air Race, this is known as cause-related marketing.

Accepted Answer

A) True 
 B)False

Question 10

The effectiveness of an advertising campaign is assessed during the campaign by

Accepted Answer

A)  pull strategies.
B)  push strategies.
C)  tracking.
D)  flighting.
E)  pretesting.F) All of the above
G) A) and E)

Question 11

The head of the marketing area told Alana to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Accepted Answer

A)  state regulations are not always consistent with federal standards.
B)  FCC regulations create a uniform standard that preempt all other regulations.
C)  European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations.
D)  as long as the advertising does not contain sexually explicit content, there are no regulations.
E)  in most cases, standards are changing almost daily.F) A) and E)
G) D) and E)

Question 12

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Accepted Answer

A) True 
 B)False

Question 13

An advertisement stating "Buy now: no money down" is persuasive advertising.

Accepted Answer

A) True 
 B)False

Question 14

Wesley's favorite place to shop on the weekend is Costco because they give out small amounts of free food and he feels like he can skip buying lunch. This promotion is called

Accepted Answer

A)  deals.
B)  premiums.
C)  samples.
D)  sweepstakes.
E)  rebates.F) A) and B)
G) C) and D)

Question 15

Nancy wrote an essay on her summer vacation and sent it to the local paper in the hope of winning a prize for best writing. This is a

Accepted Answer

A)  loyalty program.
B)  contest.
C)  deal.
D)  premium.
E)  sweepstakes.F) None of the above
G) C) and D)

Question 16

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Accepted Answer

A)  provide information.
B)  remind consumers.
C)  recruit employees.
D)  persuade consumers to take action.
E)  generate goodwill.F) A) and B)
G) A) and C)

Question 17

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative, one that is persuasive, and one that is a reminder ad.

Accepted Answer

Answers will vary, but could include mes...

Question 18

Anita's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anita's is using a ________ strategy.

Accepted Answer

A)  pull
B)  puffery
C)  publicity
D)  push
E)  posttestingF) D) and E)
G) C) and D)

Question 19

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

Accepted Answer

A)  informative
B)  persuasive
C)  institutional
D)  discussant
E)  reminderF) C) and E)
G) A) and E)

Question 20

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

Accepted Answer

A)  value-based posttesting.
B)  niche media emotional appeals to the mass market.
C)  a consistent and compelling message.
D)  selective, continuous pulsing.
E)  a variety of messages.F) A) and B)
G) A) and C)

Exam 18: Advertising, Public Relations, and Sales Promotions

Bob is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Correct AnswerverifiedShow Answer

Jorge is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

Correct AnswerverifiedShow Answer

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Correct AnswerverifiedShow Answer

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

Correct AnswerverifiedShow Answer

Anita's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anita's is using a ________ strategy.

Correct AnswerverifiedShow Answer

Wesley's favorite place to shop on the weekend is Costco because they give out small amounts of free food and he feels like he can skip buying lunch. This promotion is called

Correct AnswerverifiedShow Answer

The key to a successful emotional advertising appeal is to use the emotion to

Correct AnswerverifiedShow Answer

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Correct AnswerverifiedShow Answer

The head of the marketing area told Alana to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Correct AnswerverifiedShow Answer

The effectiveness of an advertising campaign is assessed during the campaign by

Correct AnswerverifiedShow Answer

Florida Environmental is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Environmental is using a ________ promotional strategy.

Correct AnswerverifiedShow Answer

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Correct AnswerverifiedShow Answer

When businesses support cultural or sporting events, such as Red Bull Air Race, this is known as cause-related marketing.

Correct AnswerverifiedShow Answer

Reminder advertising is primarily used to

Correct AnswerverifiedShow Answer

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

Correct AnswerverifiedShow Answer

An advertisement stating "Buy now: no money down" is persuasive advertising.

Correct AnswerverifiedShow Answer

When developing an advertising message, the message should focus on

Correct AnswerverifiedShow Answer

Nancy wrote an essay on her summer vacation and sent it to the local paper in the hope of winning a prize for best writing. This is a

Correct AnswerverifiedShow Answer

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative, one that is persuasive, and one that is a reminder ad.

Correct AnswerverifiedAnswers will vary, but could include mes...View AnswerShow Answer

The execution style of an advertising message must

Correct AnswerverifiedShow Answer

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Answers will vary, but could include mes...
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