Question 1

Flighting schedules would most likely be used for advertising

Accepted Answer

A) snowboards. 
B) automobiles. 
C) bottled water. 
D) toothpaste. 
E) bathroom cleaner. 
A) snowboards. 
B) automobiles. 
C) bottled water. 
D) toothpaste. 
E) bathroom cleaner.

Question 2

Which of the following is one of the three primary types of product advertisements?

Accepted Answer

A) goodwill 
B) industrial 
C) persuasive 
D) reminder 
E) subliminal 
A) goodwill 
B) industrial 
C) persuasive 
D) reminder 
E) subliminal

Question 3

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented ________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Accepted Answer

A) PageRoot 
B) PageFolio 
C) PageRank 
D) PageCall 
E) PageTag 
A) PageRoot 
B) PageFolio 
C) PageRank 
D) PageCall 
E) PageTag

Question 4

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

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

Question 5

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with

Accepted Answer

A) frequency. 
B) CPM. 
C) reach. 
D) rating. 
E) gross rating points. 
A) frequency. 
B) CPM. 
C) reach. 
D) rating. 
E) gross rating points.

Question 6

All of the following statements are true about using sex appeals in advertising except which?

Accepted Answer

A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand. 
B) Sex appeals increase attention by helping advertising stand out in today's cluttered media environment. 
C) Sexual content in ads does not always lead to changes in recall,recognition,or purchase intent. 
D) Sex appeals can be found in almost any product category,from automobiles to toothpaste. 
E) When using sex appeals,the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message. 
A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand. 
B) Sex appeals increase attention by helping advertising stand out in today's cluttered media environment. 
C) Sexual content in ads does not always lead to changes in recall,recognition,or purchase intent. 
D) Sex appeals can be found in almost any product category,from automobiles to toothpaste. 
E) When using sex appeals,the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.

Question 7

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

A) generate support for nonprofit organizations 
B) increase frequency of purchase of new products 
C) tout the competitive advantages of one industry over another 
D) build goodwill or an image for an organization 
E) promote alternative uses for a product class 
A) generate support for nonprofit organizations 
B) increase frequency of purchase of new products 
C) tout the competitive advantages of one industry over another 
D) build goodwill or an image for an organization 
E) promote alternative uses for a product class

Question 8

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.Taco Bell used a sales promotion technique called

Accepted Answer

A) a self-liquidating premium. 
B) a special deal. 
C) a rebate. 
D) sampling. 
E) product placement. 
A) a self-liquidating premium. 
B) a special deal. 
C) a rebate. 
D) sampling. 
E) product placement.

Question 9

Google purchased ________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A) YouTube 
B) ClickBot 
C) eBay 
D) DoubleHit 
E) DoubleClick 
A) YouTube 
B) ClickBot 
C) eBay 
D) DoubleHit 
E) DoubleClick

Question 10

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

Accepted Answer

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

Question 11

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A) premium 
B) sweepstakes 
C) contest 
D) deal 
E) end-run sample 
A) premium 
B) sweepstakes 
C) contest 
D) deal 
E) end-run sample

Question 12

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A) It takes a relatively short time to place a magazine ad. 
B) The cost of placing a magazine ad is very low. 
C) A magazine ad has a long life. 
D) With magazines,noise is eliminated from the communications process. 
E) A magazine achieves high public visibility. 
A) It takes a relatively short time to place a magazine ad. 
B) The cost of placing a magazine ad is very low. 
C) A magazine ad has a long life. 
D) With magazines,noise is eliminated from the communications process. 
E) A magazine achieves high public visibility.

Question 13

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Accepted Answer

A) marketing channels. 
B) brand extensions. 
C) services from small provides. 
D)  complex ideas. 
E) fad products. 
A) marketing channels. 
B) brand extensions. 
C) services from small provides. 
D)  complex ideas. 
E) fad products.

Question 14

Gross rating points (GRPs)are determined by the formula

Accepted Answer

A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) cost multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by audience size times 1000. 
A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) cost multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by audience size times 1000.

Question 15

A competitive (or persuasive)ad

Accepted Answer

A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors. 
A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors.

Question 16

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a

Accepted Answer

A) premium. 
B) sweepstakes. 
C) deal. 
D) contest. 
E) trade promotion. 
A) premium. 
B) sweepstakes. 
C) deal. 
D) contest. 
E) trade promotion.

Question 17

A variation of the case allowance is the ________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Accepted Answer

A) complementary sampling 
B) bonus volume 
C) Buy One Get One (BOGO) 
D) free goods 
E) promotional allowance 
A) complementary sampling 
B) bonus volume 
C) Buy One Get One (BOGO) 
D) free goods 
E) promotional allowance

Question 18

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

Accepted Answer

A) mobile marketing. 
B) online advertising options. 
C) paid search options. 
D) click fraud prevention. 
E) national online campaigns. 
A) mobile marketing. 
B) online advertising options. 
C) paid search options. 
D) click fraud prevention. 
E) national online campaigns.

Question 19

The key objective of a pioneering ad is to

Accepted Answer

A) provide concrete evidence for comparison of a product's features and benefits. 
B) show one brand's strengths relative to those of competitors. 
C) inform the target market about a newly introduced product. 
D) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another. 
A) provide concrete evidence for comparison of a product's features and benefits. 
B) show one brand's strengths relative to those of competitors. 
C) inform the target market about a newly introduced product. 
D) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another.

Question 20

________ have the largest shares of Internet searches and offer opportunities for online advertising.

Accepted Answer

A) Google and AOL 
B) Google and YouTube 
C) Google and Ask.com 
D) Google and Microsoft 
E) Google and Snapchat 
A) Google and AOL 
B) Google and YouTube 
C) Google and Ask.com 
D) Google and Microsoft 
E) Google and Snapchat

Exam 18: Advertising,sales Promotion,and Public Relations

Flighting schedules would most likely be used for advertising

Which of the following is one of the three primary types of product advertisements?

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented ________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with

All of the following statements are true about using sex appeals in advertising except which?

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.Taco Bell used a sales promotion technique called

Google purchased ________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Which of the following is an advantage of using magazines as an advertising medium?

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Gross rating points (GRPs)are determined by the formula

A competitive (or persuasive)ad

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a

A variation of the case allowance is the ________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

The key objective of a pioneering ad is to

________ have the largest shares of Internet searches and offer opportunities for online advertising.

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