Question 1

The three approaches to setting advertising schedules are:

Accepted Answer

A) flighting, pulse, and continuous. 
B) continuous, seasonal, and sweeping. 
C) sweeping, bursting, and pulsing. 
D) flexible, seasonal, and continuous. 
A) flighting, pulse, and continuous. 
B) continuous, seasonal, and sweeping. 
C) sweeping, bursting, and pulsing. 
D) flexible, seasonal, and continuous. A

Question 2

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely. Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different
Media?

Accepted Answer

A) reach 
B) CPM 
C) rating 
D) GRPs 
A) reach 
B) CPM 
C) rating 
D) GRPs B

Question 3

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Accepted Answer

A) Gross rating points 
B) Rating 
C) Reception rate 
D) Target audience reach 
A) Gross rating points 
B) Rating 
C) Reception rate 
D) Target audience reach B

Question 4

Frequency is defined as the:

Accepted Answer

A) average number of times a person in the target audience is exposed to an advertisement. 
B) total number of times an advertisement is broadcast on network and cable television or radio. 
C) number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program. 
D) number of times an advertisement must be shown before a given percentage of the audience can recall key points of information. 
A) average number of times a person in the target audience is exposed to an advertisement. 
B) total number of times an advertisement is broadcast on network and cable television or radio. 
C) number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program. 
D) number of times an advertisement must be shown before a given percentage of the audience can recall key points of information.

Question 5

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

Accepted Answer

A) pre-tests. 
B) experience testing. 
C) preliminary screenings. 
D) exposure testing. 
A) pre-tests. 
B) experience testing. 
C) preliminary screenings. 
D) exposure testing.

Question 6

The means by which the advertising message is communicated to the target audience is through:

Accepted Answer

A) micromarketing. 
B) advertising media. 
C) a decoder. 
D) reach and frequency. 
A) micromarketing. 
B) advertising media. 
C) a decoder. 
D) reach and frequency.

Question 7

Which of the following statements about transit advertising is NOT true?

Accepted Answer

A) An advertiser can actually purchase an entire bus, called a superbus, for about $25,000 and place its message over the entire vehicle. 
B) One disadvantage of transit advertising is that heavy travel times often do not permit riders to read advertising copy. 
C) Transit routes can provide geographic selectivity of audiences for advertisers. 
D) Transit advertising includes the interior and exterior of buses, subway cars, and taxis. 
A) An advertiser can actually purchase an entire bus, called a superbus, for about $25,000 and place its message over the entire vehicle. 
B) One disadvantage of transit advertising is that heavy travel times often do not permit riders to read advertising copy. 
C) Transit routes can provide geographic selectivity of audiences for advertisers. 
D) Transit advertising includes the interior and exterior of buses, subway cars, and taxis.

Question 8

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near populous centres. The timing is right for this company to be extremely Successful, but it must use_________ advertising so oil companies will know of its Product's existence.

Accepted Answer

A) competitive 
B) institutional 
C) reminder 
D) pioneering 
A) competitive 
B) institutional 
C) reminder 
D) pioneering

Question 9

An ad for Hydroxycut, an advanced weight loss formula by GNC shows a woman who claims that she lost "an incredible 23 pounds." This ad is using a:

Accepted Answer

A) sex appeal. 
B) life cycle appeal. 
C) rhetorical appeal. 
D) humorous appeal. 
A) sex appeal. 
B) life cycle appeal. 
C) rhetorical appeal. 
D) humorous appeal.

Question 10

Buyer turnover of automobile purchasing is:

Accepted Answer

A) no different than buying frequency 
B) very high 
C) the same as milk purchasing 
D) very low 
A) no different than buying frequency 
B) very high 
C) the same as milk purchasing 
D) very low

Question 11

Which of the following about user-generated content is FALSE?

Accepted Answer

A) If a marketer has a strong brand, that marketer will benefit from positive consumer-generated media. 
B) Consumers do not wish to be shouted at by marketers. 
C) Consumers appreciate a loud message from marketers. 
D) If a marketer has a weak brand, then there is a chance that negative consumer-generated media will result. 
A) If a marketer has a strong brand, that marketer will benefit from positive consumer-generated media. 
B) Consumers do not wish to be shouted at by marketers. 
C) Consumers appreciate a loud message from marketers. 
D) If a marketer has a weak brand, then there is a chance that negative consumer-generated media will result.

Question 12

A news conference is a(n):

Accepted Answer

A) informational meeting to which representatives of the media are invited. 
B) meeting of top news executives to decide advertising policy. 
C) free space or time in a newspaper or on a broadcast medium. 
D) publicity tool which utilizes high-visibility individuals in lobbying activities. 
A) informational meeting to which representatives of the media are invited. 
B) meeting of top news executives to decide advertising policy. 
C) free space or time in a newspaper or on a broadcast medium. 
D) publicity tool which utilizes high-visibility individuals in lobbying activities.

Question 13

Which of the following statements about sales tests is true?

Accepted Answer

A) 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 favourable attitude toward the product advertised. 
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) With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
D) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
A) 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 favourable attitude toward the product advertised. 
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) With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
D) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.

Question 14

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

Accepted Answer

A) specify the advertising objectives. 
B) pretest the advertising. 
C) set the advertising budget. 
D) identify the target audience. 
A) specify the advertising objectives. 
B) pretest the advertising. 
C) set the advertising budget. 
D) identify the target audience.

Question 15

An individual enters a website page and it starts loading. A bid request is sent out by the website publisher to potential advertisers saying "there is a 30-year-old French-Canadian male living in Montreal looking for airline tickets to Paris. How much are you willing to bid for being the only advertiser on this page?" Within Milliseconds, the website publisher receives bids from different advertisers. The Website publisher then analyzes who the highest bidder is and the winner is alerted and allowed to place the ad. This example leverages which concept?

Accepted Answer

A) customized bidding response (CBR) 
B) personalized bidding responses (PBR) 
C) real-time bidding (RT
B)  
D) fast-result bidding (FR
B)  
A) customized bidding response (CBR) 
B) personalized bidding responses (PBR) 
C) real-time bidding (RT
B)  
D) fast-result bidding (FR
B)

Question 16

At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using _________advertising.

Accepted Answer

A) competitive 
B) reminder 
C) advocacy 
D) pioneering 
A) competitive 
B) reminder 
C) advocacy 
D) pioneering

Question 17

An advertisement for snow shovels will most likely use which strategy?

Accepted Answer

A) Pulsing. 
B) Seasonal. 
C) Flighting. 
D) Dripping. 
A) Pulsing. 
B) Seasonal. 
C) Flighting. 
D) Dripping.

Question 18

Competitive product and brand advertising is typically used to:

Accepted Answer

A) inform the target market. 
B) identify the target market. 
C) reinforce previous knowledge. 
D) persuade the target market. 
A) inform the target market. 
B) identify the target market. 
C) reinforce previous knowledge. 
D) persuade the target market.

Question 19

Which of the following statements about attitude tests is true?

Accepted Answer

A) With attitude tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With attitude 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) In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
D) Attitude tests involve studies such as controlled experiments and consumer purchase tests. 
A) With attitude tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With attitude 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) In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
D) Attitude tests involve studies such as controlled experiments and consumer purchase tests.

Question 20

The United Way of Canada runs monthly advertisements that are focused on building their reputation and goodwill for future fundraising drives. These are known as:

Accepted Answer

A) institutional advertisements. 
B) reminder advertisements. 
C) public service announcements. 
D) product advertisements. 
A) institutional advertisements. 
B) reminder advertisements. 
C) public service announcements. 
D) product advertisements.

The three approaches to setting advertising schedules are:

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely. Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different Media?

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Frequency is defined as the:

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

The means by which the advertising message is communicated to the target audience is through:

Which of the following statements about transit advertising is NOT true?

An ad for Hydroxycut, an advanced weight loss formula by GNC shows a woman who claims that she lost "an incredible 23 pounds." This ad is using a:

Buyer turnover of automobile purchasing is:

Which of the following about user-generated content is FALSE?

A news conference is a(n):

Which of the following statements about sales tests is true?

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using _________advertising.

An advertisement for snow shovels will most likely use which strategy?

Competitive product and brand advertising is typically used to:

Which of the following statements about attitude tests is true?

The United Way of Canada runs monthly advertisements that are focused on building their reputation and goodwill for future fundraising drives. These are known as:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

The three approaches to setting advertising schedules are:

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely. Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different Media?

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Frequency is defined as the:

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

The means by which the advertising message is communicated to the target audience is through:

Which of the following statements about transit advertising is NOT true?

An ad for Hydroxycut, an advanced weight loss formula by GNC shows a woman who claims that she lost "an incredible 23 pounds." This ad is using a:

Buyer turnover of automobile purchasing is:

Which of the following about user-generated content is FALSE?

A news conference is a(n):

Which of the following statements about sales tests is true?

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using _________advertising.

An advertisement for snow shovels will most likely use which strategy?

Competitive product and brand advertising is typically used to:

Which of the following statements about attitude tests is true?

The United Way of Canada runs monthly advertisements that are focused on building their reputation and goodwill for future fundraising drives. These are known as:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters