Question 1

All of the following are the most popular premiums except which?

Accepted Answer

A) writing instruments 
B) toys for dogs and cats 
C) cups and mugs 
D) desk accessories 
E) apparel 
A) writing instruments 
B) toys for dogs and cats 
C) cups and mugs 
D) desk accessories 
E) apparel

Question 2

Some studies show that ________ are superior to other advertising strategies.

Accepted Answer

A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules 
A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules

Question 3

Trade promotions are

Accepted Answer

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

Question 4

Pulse scheduling would most likely be used for advertising

Accepted Answer

A) bathroom cleaning supplies. 
B) breakfast cereal. 
C) socks. 
D) motor oil. 
E) board games. 
A) bathroom cleaning supplies. 
B) breakfast cereal. 
C) socks. 
D) motor oil. 
E) board games.

Question 5

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A) legislation. 
B) self-regulation. 
C) business practice. 
D) business ethics. 
E) government regulation. 
A) legislation. 
B) self-regulation. 
C) business practice. 
D) business ethics. 
E) government regulation.

Question 6

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A) as a relatively new medium,it has attracted limited use. 
B) it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. 
C) the effectiveness of online advertising is still uncertain. 
D) it often creates more traffic than a firm can actually handle. 
E) pay-per-click search ads on Google are expensive and ineffective. 
A) as a relatively new medium,it has attracted limited use. 
B) it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. 
C) the effectiveness of online advertising is still uncertain. 
D) it often creates more traffic than a firm can actually handle. 
E) pay-per-click search ads on Google are expensive and ineffective.

Question 7

Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes. 
A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes.

Question 8

Software programs called ________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A) click spiders 
B) click bots 
C) click spam 
D) click bait 
E) click tippers 
A) click spiders 
B) click bots 
C) click spam 
D) click bait 
E) click tippers

Question 9

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

Accepted Answer

Product advertisements take three forms:

Question 10

A form of click fraud is called PTR,which is an acronym for

Accepted Answer

A) Paid-to-Read. 
B) Ping-to-Read. 
C) Profit-to-Read. 
D) Place-to-Read. 
E) Priced-to-Read. 
A) Paid-to-Read. 
B) Ping-to-Read. 
C) Profit-to-Read. 
D) Place-to-Read. 
E) Priced-to-Read.

Question 11

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

Accepted Answer

A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) parallel 
A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) parallel

Question 12

An in-house agency

Accepted Answer

A) provides the most complete range of services. 
B) is compensated by a contractual arrangement. 
C) may provide a range of services from limited to full. 
D) avoids an integrated marketing approach. 
E) engages only in social media strategies. 
A) provides the most complete range of services. 
B) is compensated by a contractual arrangement. 
C) may provide a range of services from limited to full. 
D) avoids an integrated marketing approach. 
E) engages only in social media strategies.

Question 13

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Accepted Answer

A) premium. 
B) rebate. 
C) coupon. 
D) deal. 
E) product placement. 
A) premium. 
B) rebate. 
C) coupon. 
D) deal. 
E) product placement.

Question 14

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is a(n)

Accepted Answer

A) attitude test. 
B) prompted response test. 
C) inquiry test. 
D) concept test. 
E) Starch test. 
A) attitude test. 
B) prompted response test. 
C) inquiry test. 
D) concept test. 
E) Starch test.

Question 15

McDonald's recently offered collectible Pokémon toys for free with the purchase of a Happy Meal.These collectibles are an example of a

Accepted Answer

A) deal. 
B) rebate. 
C) coupon. 
D) sample. 
E) premium. 
A) deal. 
B) rebate. 
C) coupon. 
D) sample. 
E) premium.

Question 16

All of the following add to the costs of coupons except which?

Accepted Answer

A) misredemption 
B) redemption 
C) customer handling 
D) clearinghouse costs 
E) the advertisement to deliver it 
A) misredemption 
B) redemption 
C) customer handling 
D) clearinghouse costs 
E) the advertisement to deliver it

Question 17

An advantage of online advertising such as offered through Google is that it is ________,which allows it to immediately assess its

Accepted Answer

A) objective;measurability. 
B) measurable;effectiveness. 
C) unbiased;impartiality. 
D) detached;measurability. 
E) independent;traceability. 
A) objective;measurability. 
B) measurable;effectiveness. 
C) unbiased;impartiality. 
D) detached;measurability. 
E) independent;traceability.

Question 18

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Accepted Answer

A) humor 
B) fear 
C) sex 
D) nostalgic 
E) guilt 
A) humor 
B) fear 
C) sex 
D) nostalgic 
E) guilt

Question 19

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

Accepted Answer

A) What men find sexy,most women do not,and vice versa. 
B) Ads using sex appeal do not attract as much attention as those using other appeals. 
C) Sex in advertising typically appeals to only younger audiences. 
D) An ad using sex appeal does not always lead to changes in recall,recognition,or purchase intent. 
E) Sex in advertising alienates a large segment of progressives. 
A) What men find sexy,most women do not,and vice versa. 
B) Ads using sex appeal do not attract as much attention as those using other appeals. 
C) Sex in advertising typically appeals to only younger audiences. 
D) An ad using sex appeal does not always lead to changes in recall,recognition,or purchase intent. 
E) Sex in advertising alienates a large segment of progressives.

Question 20

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

Accepted Answer

A) 20 
B) 33 
C) 40 
D) 60 
E) 75 
A) 20 
B) 33 
C) 40 
D) 60 
E) 75

Exam 18: Advertising,sales Promotion,and Public Relations

All of the following are the most popular premiums except which?

Some studies show that ________ are superior to other advertising strategies.

Trade promotions are

Pulse scheduling would most likely be used for advertising

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

One disadvantage of using the Internet as an advertising medium is

Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Software programs called ________ are a form of click fraud where the software is used to produce automatic clicks on ads.

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

A form of click fraud is called PTR,which is an acronym for

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

An in-house agency

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is a(n)

McDonald's recently offered collectible Pokémon toys for free with the purchase of a Happy Meal.These collectibles are an example of a

All of the following add to the costs of coupons except which?

An advantage of online advertising such as offered through Google is that it is ________,which allows it to immediately assess its

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

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

Some studies estimate that ________ percent of a consumer's buying decisions are made in the store.

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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