Question 1

________ can be classified by primary purpose,such as to inform,persuade,or remind.

Accepted Answer

A) Budget objectives 
B) Message objectives 
C) Creative strategies 
D) Advertising appeals 
E) Media plans 
A) Budget objectives 
B) Message objectives 
C) Creative strategies 
D) Advertising appeals 
E) Media plans

Question 2

Which of the following is the type of advertising that the media run free of charge?

Accepted Answer

A) product advertisements 
B) advocacy advertisements 
C) public service advertisements 
D) institutional advertisements 
E) local advertisements 
A) product advertisements 
B) advocacy advertisements 
C) public service advertisements 
D) institutional advertisements 
E) local advertisements

Question 3

Why should a company be concerned about integrating communications from different sources within the company?

Accepted Answer

Customers won't separate confl

Question 4

Which of the following is the responsibility of an advertising agency's media planner?

Accepted Answer

A) recruiting new clients through different media outlets 
B) deciding where,when,and how often an advertisement will appear 
C) crafting interesting messages that convey a client's marketing objectives 
D) analyzing research about consumers to develop sensible advertising objectives 
E) serving as the primary liaison between the client and its publics 
A) recruiting new clients through different media outlets 
B) deciding where,when,and how often an advertisement will appear 
C) crafting interesting messages that convey a client's marketing objectives 
D) analyzing research about consumers to develop sensible advertising objectives 
E) serving as the primary liaison between the client and its publics

Question 5

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

Accepted Answer

A) encoders 
B) message 
C) source 
D) medium 
E) feedback 
A) encoders 
B) message 
C) source 
D) medium 
E) feedback

Question 6

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Accepted Answer

A) Reach 
B) Frequency 
C) Impression 
D) Exposure 
E) Gross rating 
A) Reach 
B) Frequency 
C) Impression 
D) Exposure 
E) Gross rating

Question 7

Which of the following statements about magazines as an advertising medium is true?

Accepted Answer

A) Magazines have long lead times and deadlines that can reduce flexibility. 
B) Magazines have not benefited from advances in communication technologies. 
C) Magazines typically use a mass marketing strategy. 
D) Magazines do not accept local advertising. 
E) Magazines have poor reproduction quality of images. 
A) Magazines have long lead times and deadlines that can reduce flexibility. 
B) Magazines have not benefited from advances in communication technologies. 
C) Magazines typically use a mass marketing strategy. 
D) Magazines do not accept local advertising. 
E) Magazines have poor reproduction quality of images.

Question 8

Apple recently ran ads featuring real people who had switched from Microsoft Windows PCs to Macs.When companies use people,actors,or sports celebrities to express the product's effectiveness,what kind of execution format is being used?

Accepted Answer

A) testimonial 
B) lifestyle 
C) comparative 
D) unique selling proposition 
E) slice of life 
A) testimonial 
B) lifestyle 
C) comparative 
D) unique selling proposition 
E) slice of life

Question 9

Which of the following types of ads can users block with Internet access software applications?

Accepted Answer

A) banners 
B) buttons 
C) pop-ups 
D) search engine listings 
E) directory listings 
A) banners 
B) buttons 
C) pop-ups 
D) search engine listings 
E) directory listings

Question 10

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

Accepted Answer

A) directories 
B) place-based media 
C) branded entertainment 
D) advergaming 
E) television 
A) directories 
B) place-based media 
C) branded entertainment 
D) advergaming 
E) television

Question 11

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

Accepted Answer

A) A patronage reward 
B) A segmented promotion 
C) Advertising 
D) Public relations 
E) Sales promotion 
A) A patronage reward 
B) A segmented promotion 
C) Advertising 
D) Public relations 
E) Sales promotion

Question 12

Do-it-yourself advertising is a type of ________.

Accepted Answer

A) user-generated content 
B) advocacy advertising 
C) sales promotion 
D) corrective advertising 
E) public service advertising 
A) user-generated content 
B) advocacy advertising 
C) sales promotion 
D) corrective advertising 
E) public service advertising

Question 13

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Accepted Answer

A) promotional mix 
B) marketing mix 
C) hierarchy of effects 
D) AIDA model 
E) push-pull model 
A) promotional mix 
B) marketing mix 
C) hierarchy of effects 
D) AIDA model 
E) push-pull model

Question 14

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

Accepted Answer

A) cost per thousand (CPM) 
B) reach 
C) impressions 
D) gross rating points (GRPs) 
E) attitudinal measures 
A) cost per thousand (CPM) 
B) reach 
C) impressions 
D) gross rating points (GRPs) 
E) attitudinal measures

Question 15

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?

Accepted Answer

Companies can now search existing video

Question 16

In terms of the communication model,the animated M&M candies in television commercials ________.

Accepted Answer

A) are representatives of the source 
B) are feedback mechanisms 
C) are the medium 
D) introduce noise 
E) encode the message 
A) are representatives of the source 
B) are feedback mechanisms 
C) are the medium 
D) introduce noise 
E) encode the message

Question 17

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

A) sourcing 
B) encoding 
C) decoding 
D) feedback 
E) receiving 
A) sourcing 
B) encoding 
C) decoding 
D) feedback 
E) receiving

Question 18

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of ________.

Accepted Answer

A) jingles 
B) testimonials 
C) unique selling propositions (USPs) 
D) slogans 
E) slice-of-life appeals 
A) jingles 
B) testimonials 
C) unique selling propositions (USPs) 
D) slogans 
E) slice-of-life appeals

Question 19

A(n)________ is a coordinated,comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

Accepted Answer

A) sales promotion 
B) advertising campaign 
C) mass marketing plan 
D) media schedule 
E) integrated marketing communication campaign 
A) sales promotion 
B) advertising campaign 
C) mass marketing plan 
D) media schedule 
E) integrated marketing communication campaign

Question 20

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

Accepted Answer

A) medium 
B) receiver 
C) source 
D) encoder 
E) noise source 
A) medium 
B) receiver 
C) source 
D) encoder 
E) noise source

________ can be classified by primary purpose,such as to inform,persuade,or remind.

Which of the following is the type of advertising that the media run free of charge?

Why should a company be concerned about integrating communications from different sources within the company?

Which of the following is the responsibility of an advertising agency's media planner?

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Which of the following statements about magazines as an advertising medium is true?

Apple recently ran ads featuring real people who had switched from Microsoft Windows PCs to Macs.When companies use people,actors,or sports celebrities to express the product's effectiveness,what kind of execution format is being used?

Which of the following types of ads can users block with Internet access software applications?

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

Do-it-yourself advertising is a type of ________.

The series of steps through which a marketer attempts to guide a consumer is called the ________.

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?

In terms of the communication model,the animated M&M candies in television commercials ________.

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of ________.

A(n)________ is a coordinated,comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 13: Promotion I: Advertising and Sales Promotion

________ can be classified by primary purpose,such as to inform,persuade,or remind.

Which of the following is the type of advertising that the media run free of charge?

Why should a company be concerned about integrating communications from different sources within the company?

Which of the following is the responsibility of an advertising agency's media planner?

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion.According to the communication model,the people coming into the dealership to test-drive a vehicle are the ________.

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Which of the following statements about magazines as an advertising medium is true?

Apple recently ran ads featuring real people who had switched from Microsoft Windows PCs to Macs.When companies use people,actors,or sports celebrities to express the product's effectiveness,what kind of execution format is being used?

Which of the following types of ads can users block with Internet access software applications?

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

Do-it-yourself advertising is a type of ________.

The series of steps through which a marketer attempts to guide a consumer is called the ________.

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?

In terms of the communication model,the animated M&M candies in television commercials ________.

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of ________.

A(n)________ is a coordinated,comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters