Question 1

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

Accepted Answer

Yellow Pages-Advantages: (1)they are use

Question 2

Cooperative advertising refers to

Accepted Answer

A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research. 
A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Question 3

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's

Accepted Answer

A) advertising and public relations. 
B) advertising and personal selling. 
C) personal selling and public relations. 
D) personal selling and direct marketing. 
E) advertising and direct marketing. 
A) advertising and public relations. 
B) advertising and personal selling. 
C) personal selling and public relations. 
D) personal selling and direct marketing. 
E) advertising and direct marketing.

Question 4

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

Accepted Answer

A) introduction 
B) maturity 
C) innovation 
D) growth 
E) decline 
A) introduction 
B) maturity 
C) innovation 
D) growth 
E) decline

Question 5

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A) functional allowance. 
B) merchandise allowance. 
C) case allowance. 
D) finance allowance. 
E) manufacturer's inducement. 
A) functional allowance. 
B) merchandise allowance. 
C) case allowance. 
D) finance allowance. 
E) manufacturer's inducement.

Question 6

After the release of the movie E.T. ,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.The use of Reese's Pieces in the movie is an example of

Accepted Answer

A) product continuity. 
B) subsidized advertising. 
C) subliminal direction. 
D) showrooming. 
E) product placement. 
A) product continuity. 
B) subsidized advertising. 
C) subliminal direction. 
D) showrooming. 
E) product placement.

Question 7

The availability of streaming services has led to new trends in television viewing,including watching multiple episodes of a series in a short period of time,known as

Accepted Answer

A) wasted coverage. 
B) cord-cutting. 
C) wireless TV. 
D) media freedom. 
E) binge watching. 
A) wasted coverage. 
B) cord-cutting. 
C) wireless TV. 
D) media freedom. 
E) binge watching.

Question 8

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

Accepted Answer

A) steady 
B) flighting 
C) dripping 
D) pulsing 
E) burst 
A) steady 
B) flighting 
C) dripping 
D) pulsing 
E) burst

Question 9

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A) 10 
B) 20 
C) 30 
D) 40 
E) 50 
A) 10 
B) 20 
C) 30 
D) 40 
E) 50

Question 10

The first decision in developing an advertising program is to

Accepted Answer

A) set the budget. 
B) specify the advertising objectives. 
C) identify the target audience. 
D) select the appeal. 
E) select the media. 
A) set the budget. 
B) specify the advertising objectives. 
C) identify the target audience. 
D) select the appeal. 
E) select the media.

Question 11

If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000,what would your CPM be?

Accepted Answer

A) $0.50 
B) $2.00 
C) $2.50 
D) $4.50 
E) $5.00 
A) $0.50 
B) $2.00 
C) $2.50 
D) $4.50 
E) $5.00

Question 12

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Accepted Answer

A) continuous schedule. 
B) flighting schedule. 
C) pulse schedule. 
D) phased schedule. 
E) constant schedule. 
A) continuous schedule. 
B) flighting schedule. 
C) pulse schedule. 
D) phased schedule. 
E) constant schedule.

Question 13

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Accepted Answer

A) having an attitude." 
B) a PhD." 
C) an MBA." 
D) a suit." 
E) losing your sense of humor." 
A) having an attitude." 
B) a PhD." 
C) an MBA." 
D) a suit." 
E) losing your sense of humor."

Question 14

One advantage of using newspapers as an advertising medium is

Accepted Answer

A) their ability to cover local markets. 
B) the long lead time for placing an ad. 
C) the long life span. 
D) the relatively high cost. 
E) competition for reader attention with other features in the newspaper. 
A) their ability to cover local markets. 
B) the long lead time for placing an ad. 
C) the long life span. 
D) the relatively high cost. 
E) competition for reader attention with other features in the newspaper.

Question 15

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing

Accepted Answer

A) medium;costs. 
B) exposure;costs. 
C) rating;frequency. 
D) rating;share. 
E) CPM;GRP. 
A) medium;costs. 
B) exposure;costs. 
C) rating;frequency. 
D) rating;share. 
E) CPM;GRP.

Question 16

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

A) reach. 
B) frequency. 
C) costs. 
D) ratings. 
E) appeal. 
A) reach. 
B) frequency. 
C) costs. 
D) ratings. 
E) appeal.

Question 17

A common publicity tool is the ________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

Accepted Answer

A) infomercial 
B) news release 
C) news conference 
D) news flash 
E) news briefing 
A) infomercial 
B) news release 
C) news conference 
D) news flash 
E) news briefing

Question 18

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs. 
A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs.

Question 19

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Accepted Answer

A) AdPage. 
B) AdSense. 
C) AdRank. 
D) AdWords. 
E) AdSnap. 
A) AdPage. 
B) AdSense. 
C) AdRank. 
D) AdWords. 
E) AdSnap.

Question 20

Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.

Accepted Answer

A) 30 
B) 40 
C) 50 
D) 60 
E) 70 
A) 30 
B) 40 
C) 50 
D) 60 
E) 70

Exam 18: Advertising,sales Promotion,and Public Relations

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

Cooperative advertising refers to

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's

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

A discount on each case ordered during a specific period of time is referred to as a

After the release of the movie E.T. ,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.The use of Reese's Pieces in the movie is an example of

The availability of streaming services has led to new trends in television viewing,including watching multiple episodes of a series in a short period of time,known as

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

The first decision in developing an advertising program is to

If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000,what would your CPM be?

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

One advantage of using newspapers as an advertising medium is

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

A common publicity tool is the ________,in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.

One advantage of using the yellow pages as an advertising medium is

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.

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

Filters