Question 1

Discuss the concept of advergaming and how online games are used for advertising.

Accepted Answer

Answers will vary.A popular Internet adv

Question 2

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna)that represents the product in advertisements?

Accepted Answer

A)  Real/animated product symbols 
B)  Fantasy 
C)  Mood or image 
D)  Spokesperson/testimonial 
A)  Real/animated product symbols 
B)  Fantasy 
C)  Mood or image 
D)  Spokesperson/testimonial

Question 3

Newspapers and magazines have a high noise level.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

Accepted Answer

A)  Advertising gimmick 
B)  Advertising objective 
C)  Competitive advertising 
D)  Pioneering advertising 
A)  Advertising gimmick 
B)  Advertising objective 
C)  Competitive advertising 
D)  Pioneering advertising

Question 5

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

Accepted Answer

A)  advocacy advertising 
B)  pioneering advertising 
C)  competitive advertising 
D)  comparative advertising 
A)  advocacy advertising 
B)  pioneering advertising 
C)  competitive advertising 
D)  comparative advertising

Question 6

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

Accepted Answer

A)  gross ratings 
B)  cost per rating 
C)  gross review 
D)  target ratings 
A)  gross ratings 
B)  cost per rating 
C)  gross review 
D)  target ratings

Question 7

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

Accepted Answer

A)  Slice-of-life 
B)  Real product symbol 
C)  Scientific 
D)  Demonstration 
A)  Slice-of-life 
B)  Real product symbol 
C)  Scientific 
D)  Demonstration

Question 8

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False

Question 9

Unlike magazine advertising,radio advertising:

Accepted Answer

A)  provides maximum flexibility. 
B)  has longer lead time. 
C)  poses difficulty in communicating humor. 
D)  has long-term advertiser commitments. 
A)  provides maximum flexibility. 
B)  has longer lead time. 
C)  poses difficulty in communicating humor. 
D)  has long-term advertiser commitments.

Question 10

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Accepted Answer

A)  advertising. 
B)  franchising. 
C)  personal selling. 
D)  nonstore retailing. 
A)  advertising. 
B)  franchising. 
C)  personal selling. 
D)  nonstore retailing.

Question 11

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

Accepted Answer

A)  Recency planning 
B)  Pulsing media schedule 
C)  Flighted media schedule 
D)  Continuous media schedule 
A)  Recency planning 
B)  Pulsing media schedule 
C)  Flighted media schedule 
D)  Continuous media schedule

Question 12

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

Accepted Answer

A)  advocacy advertising 
B)  product advertising 
C)  pioneering advertising 
D)  competitive advertising 
A)  advocacy advertising 
B)  product advertising 
C)  pioneering advertising 
D)  competitive advertising

Question 13

Which of the following is NOT an advantage of newspaper as an advertising media?

Accepted Answer

A)  High individual market coverage 
B)  Geographic selectivity and flexibility 
C)  Short-term advertiser commitments 
D)  Wide color capabilities 
A)  High individual market coverage 
B)  Geographic selectivity and flexibility 
C)  Short-term advertiser commitments 
D)  Wide color capabilities

Question 14

Media mix decisions are based on many factors,which include(s)______.

Accepted Answer

A)  cost per contact,but not cost per click 
B)  reach,but not cost per click or cost per contact 
C)  cost per contact and cost per click,but not reach 
D)  cost per contact,cost per click,and reach 
A)  cost per contact,but not cost per click 
B)  reach,but not cost per click or cost per contact 
C)  cost per contact and cost per click,but not reach 
D)  cost per contact,cost per click,and reach

Question 15

Which of the following best describes a continuous media schedule?

Accepted Answer

A)  One that runs advertising heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times 
B)  A media schedule that runs regular scheduling throughout the year coupled with a flighted schedule during the best sales periods 
C)  One that runs advertising steadily throughout the advertising period and is often used for products in the later stages of the product life cycle 
D)  A media schedule that runs advertisementsintensively during times of the year when the product is most likely to be used 
A)  One that runs advertising heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times 
B)  A media schedule that runs regular scheduling throughout the year coupled with a flighted schedule during the best sales periods 
C)  One that runs advertising steadily throughout the advertising period and is often used for products in the later stages of the product life cycle 
D)  A media schedule that runs advertisementsintensively during times of the year when the product is most likely to be used

Question 16

_____ is a form of advertising designed to influence demand for a specific brand.

Accepted Answer

A)  Institutional advertising 
B)  Advocacy advertising 
C)  Competitive advertising 
D)  Pioneering advertising 
A)  Institutional advertising 
B)  Advocacy advertising 
C)  Competitive advertising 
D)  Pioneering advertising

Question 17

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

Accepted Answer

A) True 
 B)False

Question 18

_____ is the ability of an advertising medium to reach a precisely defined market.

Accepted Answer

A)  Audience selectivity 
B)  Target sensitivity 
C)  Projection efficiency 
D)  Target efficiency 
A)  Audience selectivity 
B)  Target sensitivity 
C)  Projection efficiency 
D)  Target efficiency

Question 19

A point-of-purchase (POP)display includes any promotional display set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.

Accepted Answer

A) True 
 B)False

Question 20

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

Accepted Answer

A)  institutional advertising. 
B)  pioneering advertising. 
C)  competitive advertising. 
D)  comparative advertising. 
A)  institutional advertising. 
B)  pioneering advertising. 
C)  competitive advertising. 
D)  comparative advertising.

Discuss the concept of advergaming and how online games are used for advertising.

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna)that represents the product in advertisements?

Newspapers and magazines have a high noise level.

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Unlike magazine advertising,radio advertising:

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

Which of the following is NOT an advantage of newspaper as an advertising media?

Media mix decisions are based on many factors,which include(s)______.

Which of the following best describes a continuous media schedule?

_____ is a form of advertising designed to influence demand for a specific brand.

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

_____ is the ability of an advertising medium to reach a precisely defined market.

A point-of-purchase (POP)display includes any promotional display set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 16: Advertising,public Relations,and Sales Promotion

Discuss the concept of advergaming and how online games are used for advertising.

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna)that represents the product in advertisements?

Newspapers and magazines have a high noise level.

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Unlike magazine advertising,radio advertising:

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

Which of the following is NOT an advantage of newspaper as an advertising media?

Media mix decisions are based on many factors,which include(s)______.

Which of the following best describes a continuous media schedule?

_____ is a form of advertising designed to influence demand for a specific brand.

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

_____ is the ability of an advertising medium to reach a precisely defined market.

A point-of-purchase (POP)display includes any promotional display set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters