Question 1

Nontraditional advertising options found in airports,health clubs,and theaters are called

Accepted Answer

A) remote media. 
B) electronic advertising. 
C) product placements. 
D) cooperative advertising. 
E) place-based media. 
A) remote media. 
B) electronic advertising. 
C) product placements. 
D) cooperative advertising. 
E) place-based media.

Question 2

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before It Changes You." This is an example of which type of appeal?

Accepted Answer

A) reminder 
B) fear 
C) sex 
D) pioneering 
E) guilt 
A) reminder 
B) fear 
C) sex 
D) pioneering 
E) guilt

Question 3

The purpose of an advocacy advertisement is to

Accepted Answer

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

Question 4

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2017,the cost had soared to $5 million for a 30-second spot.The most likely reason for the escalating cost is that

Accepted Answer

A) the number of TV viewers of the Super Bowl has grown substantially. 
B) the ads are much more elaborate and therefore more expensive to produce. 
C) the NFL knows advertisers will pay anything it wants. 
D) the ad agencies have dramatically increased their creative and production fees. 
E) the companies that create Super Bowl ads do not have to run any other ads all year. 
A) the number of TV viewers of the Super Bowl has grown substantially. 
B) the ads are much more elaborate and therefore more expensive to produce. 
C) the NFL knows advertisers will pay anything it wants. 
D) the ad agencies have dramatically increased their creative and production fees. 
E) the companies that create Super Bowl ads do not have to run any other ads all year.

Question 5

All of the following are difficulties associated with creating an actual advertising message except which?

Accepted Answer

A) Compensating actors is very expensive. 
B) Shooting commercials in several locations for global campaigns has increased. 
C) Replacing actors with computer-generated animation is ineffective since humans are best for developing an appeal. 
D) Designing quality artwork,layout,and production for advertisements is time consuming. 
E) Developing additional content for websites or online video channels is often also required to complement traditional commercials. 
A) Compensating actors is very expensive. 
B) Shooting commercials in several locations for global campaigns has increased. 
C) Replacing actors with computer-generated animation is ineffective since humans are best for developing an appeal. 
D) Designing quality artwork,layout,and production for advertisements is time consuming. 
E) Developing additional content for websites or online video channels is often also required to complement traditional commercials.

Question 6

The owners of a small bar and grill want to run an ad on local radio in the small town where the business is located.Their objective is to create awareness for the restaurant among the town's consumers.Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A) reach 
B) ranking 
C) GRPs 
D) CPM 
E) frequency 
A) reach 
B) ranking 
C) GRPs 
D) CPM 
E) frequency

Question 7

Which of the following is a trend that influences newspapers today?

Accepted Answer

A) There is a growth in online versions of printed newspapers. 
B) Newspapers are enjoying increasing circulation. 
C) Newspapers are increasing the number of printed pages. 
D) More cities are increasing the number of newspapers that are available. 
E) Cheaper newsstand prices have rekindled an interest in newspapers. 
A) There is a growth in online versions of printed newspapers. 
B) Newspapers are enjoying increasing circulation. 
C) Newspapers are increasing the number of printed pages. 
D) More cities are increasing the number of newspapers that are available. 
E) Cheaper newsstand prices have rekindled an interest in newspapers.

Question 8

The sign at the entrance to a 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 store using?

Accepted Answer

A) a contest 
B) a premium 
C) a deal 
D) a rebate 
E) a sample 
A) a contest 
B) a premium 
C) a deal 
D) a rebate 
E) a sample

Question 9

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n)

Accepted Answer

A) full-service agency. 
B) in-house agency. 
C) modified-service agency. 
D) limited-service agency. 
E) sales promotion firm. 
A) full-service agency. 
B) in-house agency. 
C) modified-service agency. 
D) limited-service agency. 
E) sales promotion firm.

Question 10

There are a variety of online advertising options.The most popular are

Accepted Answer

A) free search,classifieds,interactives,and interstitials. 
B) free search,banner ads,spamming,and video. 
C) wikis,RSS feeds,interstitials,and cookies. 
D) paid search,banner ads,classified ads,and video. 
E) pop-ups,paid search,streaming video,and spamming. 
A) free search,classifieds,interactives,and interstitials. 
B) free search,banner ads,spamming,and video. 
C) wikis,RSS feeds,interstitials,and cookies. 
D) paid search,banner ads,classified ads,and video. 
E) pop-ups,paid search,streaming video,and spamming.

Question 11

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A) 800,000 readers. 
B) 2)8 million readers. 
C) 5)8 million readers. 
D) 20.8 million readers. 
E) 50.8 million readers. 
A) 800,000 readers. 
B) 2)8 million readers. 
C) 5)8 million readers. 
D) 20.8 million readers. 
E) 50.8 million readers.

Question 12

Product placement refers to

Accepted Answer

A) the consumer promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product. 
B) the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. 
C) being placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. 
D) the use of a brand-name product in a movie,television show,video game,or commercial without the manufacturer's knowledge or permission,and without compensation. 
E) a variable fee paid by producers of movies,television products,or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes. 
A) the consumer promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product. 
B) the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. 
C) being placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. 
D) the use of a brand-name product in a movie,television show,video game,or commercial without the manufacturer's knowledge or permission,and without compensation. 
E) a variable fee paid by producers of movies,television products,or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.

Question 13

Consumer-oriented sales promotions are

Accepted Answer

A) sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a nonpersonal,indirectly paid presentation of a company or its products. 
D) advertisements that show actual consumers using the product. 
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers,retailers,or distributors. 
A) sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a nonpersonal,indirectly paid presentation of a company or its products. 
D) advertisements that show actual consumers using the product. 
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers,retailers,or distributors.

Question 14

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Question 15

A limited-service agency is

Accepted Answer

A) an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,but it also has input into actual product design. 
B) an advertising agency that specializes in one aspect of the advertising process,such as developing advertising copy or providing Internet services. 
C) an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production. 
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. 
E) one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money. 
A) an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,but it also has input into actual product design. 
B) an advertising agency that specializes in one aspect of the advertising process,such as developing advertising copy or providing Internet services. 
C) an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production. 
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. 
E) one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money.

Question 16

Which of the following is one of three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributors?

Accepted Answer

A) reminder advertising 
B) cooperative advertising 
C) pioneering advertising 
D) competitive advertising 
E) comparative advertising 
A) reminder advertising 
B) cooperative advertising 
C) pioneering advertising 
D) competitive advertising 
E) comparative advertising

Question 17

Advertisements basically consist of two types:

Accepted Answer

A) prepurchase and postpurchase. 
B) promotional and reinforcement. 
C) promotional and informative. 
D) product and service. 
E) product and institutional. 
A) prepurchase and postpurchase. 
B) promotional and reinforcement. 
C) promotional and informative. 
D) product and service. 
E) product and institutional.

Question 18

Continuous scheduling would most likely be used for advertising

Accepted Answer

A) fishing rods. 
B) bathing suits. 
C) gardening supplies. 
D) bathroom cleaning supplies. 
E) children's toys. 
A) fishing rods. 
B) bathing suits. 
C) gardening supplies. 
D) bathroom cleaning supplies. 
E) children's toys.

Question 19

Product advertisements are advertisements that focus on

Accepted Answer

A) promoting a product class or category rather than an individual brand's offering. 
B) building goodwill or an image for an organization. 
C) counteracting negative opinions. 
D) selling a product or service. 
E) clarifying misconceptions. 
A) promoting a product class or category rather than an individual brand's offering. 
B) building goodwill or an image for an organization. 
C) counteracting negative opinions. 
D) selling a product or service. 
E) clarifying misconceptions.

Question 20

To help advertisers place ads based on their search-engine results,Google developed an online tool called

Accepted Answer

A) AdPage. 
B) AdLeaf. 
C) AdTag. 
D) AdWords. 
E) AdRank. 
A) AdPage. 
B) AdLeaf. 
C) AdTag. 
D) AdWords. 
E) AdRank.

Exam 18: Advertising,sales Promotion,and Public Relations

Nontraditional advertising options found in airports,health clubs,and theaters are called

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before It Changes You." This is an example of which type of appeal?

The purpose of an advocacy advertisement is to

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2017,the cost had soared to $5 million for a 30-second spot.The most likely reason for the escalating cost is that

All of the following are difficulties associated with creating an actual advertising message except which?

Which of the following is a trend that influences newspapers today?

The sign at the entrance to a 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 store using?

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n)

There are a variety of online advertising options.The most popular are

The Wall Street Journal and USA Today each have a national distribution of more than

Product placement refers to

Consumer-oriented sales promotions are

What is the difference between a contest and sweepstakes?

A limited-service agency is

Which of the following is one of three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributors?

Advertisements basically consist of two types:

Continuous scheduling would most likely be used for advertising

Product advertisements are advertisements that focus on

To help advertisers place ads based on their search-engine results,Google developed an online tool called

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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