Question 1

All of the following are categories of online advertising, except:

Accepted Answer

A) personal 
B) classified 
C) search 
D) display 
A) personal 
B) classified 
C) search 
D) display

Question 2

Which of the following statements describes a problem with using sex appeals in advertising?

Accepted Answer

A) What women find sexy, men don't. 
B) The sex appeal of the ad can distract the audience from the product. 
C) What men find sexy, women don't. 
D) Sex appeal typically fails to gain audience attention. 
A) What women find sexy, men don't. 
B) The sex appeal of the ad can distract the audience from the product. 
C) What men find sexy, women don't. 
D) Sex appeal typically fails to gain audience attention.

Question 3

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

Accepted Answer

The answer of What are the three types of pre-tests...

Question 4

One reason for NOT using newspapers as an advertising medium is its:

Accepted Answer

A) high cost. 
B) short lifespan. 
C) long lead time for ad placement. 
D) inability to cover local markets. 
A) high cost. 
B) short lifespan. 
C) long lead time for ad placement. 
D) inability to cover local markets.

Question 5

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Hewlett-Packard (HP)redeemable only at Walmart stores. This ad is an example of a:

Accepted Answer

A) cooperative advertising. 
B) finance advertising. 
C) case merchandise advertising. 
D) merchandise allowance. 
A) cooperative advertising. 
B) finance advertising. 
C) case merchandise advertising. 
D) merchandise allowance.

Question 6

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The answer of What are the two conflicting goals advertisers...

Question 7

The use of actor Michael J. Fox as a spokesperson for Toyota rather than an unknown model is an example of a very popular form of advertising today-the use of a(n):

Accepted Answer

A) appeal to pride. 
B) celebrity spokesperson. 
C) snob appeal. 
D) sex appeal. 
A) appeal to pride. 
B) celebrity spokesperson. 
C) snob appeal. 
D) sex appeal.

Question 8

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

Accepted Answer

A) a product placement. 
B) a product deal. 
C) a product sample. 
D) a product premium. 
A) a product placement. 
B) a product deal. 
C) a product sample. 
D) a product premium.

Question 9

After showing an advertisement for Tim Hortons's, a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

Accepted Answer

A) experience tests. 
B) exposure testing. 
C) post-tests. 
D) control testing. 
A) experience tests. 
B) exposure testing. 
C) post-tests. 
D) control testing.

Question 10

The purpose of an advocacy advertisement is to:

Accepted Answer

A) state the position of a company on an issue. 
B) reinforce previous knowledge of a product. 
C) promote a specific brand's features and benefits. 
D) tell people what a company is, what it can do, and where it is located. 
A) state the position of a company on an issue. 
B) reinforce previous knowledge of a product. 
C) promote a specific brand's features and benefits. 
D) tell people what a company is, what it can do, and where it is located.

Question 11

Describe the three forms of product advertisements. What are their objectives?

Accepted Answer

The answer of Describe the three forms of product advertisements....

Question 12

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

Accepted Answer

A) decline 
B) introduction 
C) maturity 
D) harvesting 
A) decline 
B) introduction 
C) maturity 
D) harvesting

Question 13

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct_________ before advertisements are Placed in a medium.

Accepted Answer

A) surveys 
B) pre-tests 
C) advertising matrix evaluations 
D) market research 
A) surveys 
B) pre-tests 
C) advertising matrix evaluations 
D) market research

Question 14

When Allan went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer heartburn relief medication. Which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A) a point-of-purchase display 
B) a premium 
C) a sample 
D) a deal 
A) a point-of-purchase display 
B) a premium 
C) a sample 
D) a deal

Question 15

A documentary on CBC is discussing the latest David Suzuki book on sustainability and green living. An advertisement for the new Hummer H4 comes on. The makers of Hummer would consider this ad:

Accepted Answer

A) dual exposure. 
B) over-coverage. 
C) media divergence. 
D) wasted coverage. 
A) dual exposure. 
B) over-coverage. 
C) media divergence. 
D) wasted coverage.

Question 16

Advanced technology may soon allow a shopper, who is looking at different choices of canned spaghetti sauce at Loblaws, to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand. This is an example of:

Accepted Answer

A) sales promotion. 
B) just-in-time communications. 
C) rating. 
D) reach. 
A) sales promotion. 
B) just-in-time communications. 
C) rating. 
D) reach.

Question 17

One reason for using magazines as an advertising medium is:

Accepted Answer

A) their ability to target specific audiences. 
B) the lack of noise associated with the use of magazines in the communication channel. 
C) their low cost. 
D) the short lead time needed to place an ad. 
A) their ability to target specific audiences. 
B) the lack of noise associated with the use of magazines in the communication channel. 
C) their low cost. 
D) the short lead time needed to place an ad.

Question 18

Identify the three different approaches used to schedule advertising.

Accepted Answer

The answer of Identify the three different approaches used to...

Question 19

A retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving
The objective?

Accepted Answer

A) better segmentation capability 
B) ads can be saved by consumers 
C) more effective visuals 
D) better reach 
A) better segmentation capability 
B) ads can be saved by consumers 
C) more effective visuals 
D) better reach

Question 20

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

Accepted Answer

A) show one brand's strengths relative to those of competitors. 
B) promote a specific brand's features and benefits. 
C) tell people what a product is, what it can do, and where it can be found. 
D) reinforce previous knowledge of a product. 
A) show one brand's strengths relative to those of competitors. 
B) promote a specific brand's features and benefits. 
C) tell people what a product is, what it can do, and where it can be found. 
D) reinforce previous knowledge of a product.

All of the following are categories of online advertising, except:

Which of the following statements describes a problem with using sex appeals in advertising?

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

One reason for NOT using newspapers as an advertising medium is its:

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Hewlett-Packard (HP)redeemable only at Walmart stores. This ad is an example of a:

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

The use of actor Michael J. Fox as a spokesperson for Toyota rather than an unknown model is an example of a very popular form of advertising today-the use of a(n):

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

After showing an advertisement for Tim Hortons's, a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

The purpose of an advocacy advertisement is to:

Describe the three forms of product advertisements. What are their objectives?

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct_________ before advertisements are Placed in a medium.

When Allan went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer heartburn relief medication. Which type of sales promotion is Alka-Seltzer using?

A documentary on CBC is discussing the latest David Suzuki book on sustainability and green living. An advertisement for the new Hummer H4 comes on. The makers of Hummer would consider this ad:

Advanced technology may soon allow a shopper, who is looking at different choices of canned spaghetti sauce at Loblaws, to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand. This is an example of:

One reason for using magazines as an advertising medium is:

Identify the three different approaches used to schedule advertising.

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

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

All of the following are categories of online advertising, except:

Which of the following statements describes a problem with using sex appeals in advertising?

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

One reason for NOT using newspapers as an advertising medium is its:

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Hewlett-Packard (HP)redeemable only at Walmart stores. This ad is an example of a:

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

The use of actor Michael J. Fox as a spokesperson for Toyota rather than an unknown model is an example of a very popular form of advertising today-the use of a(n):

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

After showing an advertisement for Tim Hortons's, a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

The purpose of an advocacy advertisement is to:

Describe the three forms of product advertisements. What are their objectives?

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct_________ before advertisements are Placed in a medium.

When Allan went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer heartburn relief medication. Which type of sales promotion is Alka-Seltzer using?

A documentary on CBC is discussing the latest David Suzuki book on sustainability and green living. An advertisement for the new Hummer H4 comes on. The makers of Hummer would consider this ad:

Advanced technology may soon allow a shopper, who is looking at different choices of canned spaghetti sauce at Loblaws, to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand. This is an example of:

One reason for using magazines as an advertising medium is:

Identify the three different approaches used to schedule advertising.

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

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