Question 1

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions.
B)  watch while multitasking.
C)  watch later on a DVR.
D)  believe are commercial-free.
E)  have seen previously.F) A) and E)
G) A) and B)

Question 2

Advertising agency 72andSunny was recently named Advertising Age magazine's U.S.Agency of the Year.72andSunny has developed campaigns for all of the following clients EXCEPT:

Accepted Answer

A)  K-Swiss.
B)  Geico.
C)  Samsung.
D)  Sonos.
E)  Carl's Jr.F) B) and C)
G) C) and E)

Question 3

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) A) and D)

Question 4

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Question 5

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 C)
G) C) and D)

Question 6

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

Accepted Answer

A)  their short life span.
B)  they are used more than 150 billion times annually.
C)  the print pages are quicker and easier to use than the Internet.
D)  they are more mobile than other information sources.
E)  they are available 24/7/365.F) B) and D)
G) D) and E)

Question 7

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) A) and D)
G) A) and C)

Question 8

According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Accepted Answer

A)  a full-service agency
B)  a limited-service agency
C)  an in-house agency
D)  a multi-media agency
E)  a social media agencyF) A) and C)
G) C) and E)

Question 9

A form of click fraud is called "PTR," which is an acronym for

Accepted Answer

A)  Paid-to-Read.
B)  Ping-to-Read.
C)  Profit-to-Read.
D)  Place-to-Read
E)  Priced-to-Read.F) B) and E)
G) B) and C)

Question 10

When Bebe,a contemporary women's clothing store,uses seductive imagery in its advertising,it is using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  guilt
E)  self-esteemF) C) and E)
G) B) and C)

Question 11

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)  reach
B)  frequency
C)  CPM
D)  rating
E)  GRPF) B) and C)
G) A) and E)

Question 12

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) B) and C)
G) B) and E)

Question 13

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

Question 14

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) D) and E)
G) All of the above

Question 15

A pioneering (or informational) ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is,what it can do,and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) A) and B)
G) B) and C)

Question 16

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

Question 17

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Accepted Answer

A)  offline TV viewers
B)  traditional broadcast viewers
C)  online TV viewers
D)  satellite TV viewers
E)  cable TV viewersF) B) and C)
G) All of the above

Question 18

In the DiGiorno ad above,DiGiorno is introducing its new Pizzeria! Pizza.What type of product advertisement is this ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) A) and B)
G) All of the above

Question 19

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

A)  snowboards
B)  automobiles
C)  bottled water
D)  toothpaste
E)  bathroom cleanerF) A) and E)
G) A) and C)

Question 20

Today,there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

Accepted Answer

A)  double or triple the face value of a coupon as the prize
B)  a free sample of the firm's product as the prize
C)  an "experience" as the prize
D)  a cash rebate for the purchase of the firm's product as the prize
E)  a BOGO deal as the prizeF) B) and C)
G) A) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

In the DiGiorno ad above,DiGiorno is introducing its new Pizzeria! Pizza.What type of product advertisement is this ad?

Correct Answer
verified

Flighting schedules would most likely be used for advertising __________.

Correct Answer
verified

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Correct Answer
verified

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

Correct Answer
verified

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

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified

When Bebe,a contemporary women's clothing store,uses seductive imagery in its advertising,it is using which type of advertising appeal?

Correct Answer
verified

Correct Answer
verified

A form of click fraud is called "PTR," which is an acronym for

Correct Answer
verified

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

Correct Answer
verified

Advertising agency 72andSunny was recently named Advertising Age magazine's U.S.Agency of the Year.72andSunny has developed campaigns for all of the following clients EXCEPT:

Correct Answer
verified

According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Correct Answer
verified

One advantage of using the yellow pages 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

Today,there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

Correct Answer
verified

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

The first decision in developing an advertising program is to

Correct Answer
verified

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

A pioneering (or informational) ad

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

Exam 18: Advertising, Sales Promotion, and Public Relations

In the DiGiorno ad above,DiGiorno is introducing its new Pizzeria! Pizza.What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

When Bebe,a contemporary women's clothing store,uses seductive imagery in its advertising,it is using which type of advertising appeal?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A form of click fraud is called "PTR," which is an acronym for

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertising agency 72andSunny was recently named Advertising Age magazine's U.S.Agency of the Year.72andSunny has developed campaigns for all of the following clients EXCEPT:

Correct AnswerverifiedShow Answer

According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages 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

Today,there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

Correct AnswerverifiedShow Answer

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

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

A pioneering (or informational) ad

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

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Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Correct Answer
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Correct Answer
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