Question 1

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert

Question 2

When developing the advertising program,specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A) product or service features 
B) time constraints 
C) pricing constraints 
D) segmentation methods 
E) advertising objectives 
A) product or service features 
B) time constraints 
C) pricing constraints 
D) segmentation methods 
E) advertising objectives

Question 3

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A) Comparative advertisements now constitute over 90 percent of all television ads. 
B) Comparative advertisements often attract more consumer attention for the advertiser's brand. 
C) Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can,and often do,cause more harm than good. 
A) Comparative advertisements now constitute over 90 percent of all television ads. 
B) Comparative advertisements often attract more consumer attention for the advertiser's brand. 
C) Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can,and often do,cause more harm than good.

Question 4

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a

Accepted Answer

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

Question 5

A full-service advertising 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 social media 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 social media 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 6

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree. ," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Accepted Answer

A) reminder 
B) competitive 
C) pioneering 
D) advocacy 
E) objective 
A) reminder 
B) competitive 
C) pioneering 
D) advocacy 
E) objective

Question 7

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Accepted Answer

A) 15-second 
B) 30-second 
C) 60-second 
D) infomercial 
E) Super Bowl 
A) 15-second 
B) 30-second 
C) 60-second 
D) infomercial 
E) Super Bowl

Question 8

A western clothing 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 using radio ads or newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A) better reach 
B) more effective visuals 
C) saving of ads by consumers 
D) better segmentation capability 
E) more effective in conveying complex information 
A) better reach 
B) more effective visuals 
C) saving of ads by consumers 
D) better segmentation capability 
E) more effective in conveying complex information

Question 9

All of the following statements regarding the training of distributors' sales forces are true except which?

Accepted Answer

A) A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products. 
B) Manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products. 
C) Intermediaries can perform customer contact and selling functions for the producers they represent. 
D) Both retailers and wholesalers employ and manage their own sales personnel. 
E) Resellers' sales forces are often the most sophisticated and knowledgeable about a manufacturer's products. 
A) A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products. 
B) Manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products. 
C) Intermediaries can perform customer contact and selling functions for the producers they represent. 
D) Both retailers and wholesalers employ and manage their own sales personnel. 
E) Resellers' sales forces are often the most sophisticated and knowledgeable about a manufacturer's products.

Question 10

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)

Accepted Answer

A) sales test. 
B) jury test. 
C) theater test. 
D) attitude test. 
E) portfolio test. 
A) sales test. 
B) jury test. 
C) theater test. 
D) attitude test. 
E) portfolio test.

Question 11

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial)of various products by offering them an immediately discounted price.

Accepted Answer

A) deals 
B) rebates 
C) samples 
D) premiums 
E) coupons 
A) deals 
B) rebates 
C) samples 
D) premiums 
E) coupons

Question 12

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Accepted Answer

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

Question 13

A limited-service agency

Accepted Answer

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

Question 14

Because of consumer "banner blindness," the current click-through rate is ________ percent.

Accepted Answer

A) 0)01 
B) 0)1 
C) 1 
D) 5 
E) 10 
A) 0)01 
B) 0)1 
C) 1 
D) 5 
E) 10

Question 15

The most sophisticated form of pretest is the

Accepted Answer

A) portfolio test. 
B) sales test. 
C) attitude test. 
D) theater test. 
E) jury test. 
A) portfolio test. 
B) sales test. 
C) attitude test. 
D) theater test. 
E) jury test.

Question 16

Program-length (30-minute)advertisements that take an educational approach to communication with potential customers are referred to as

Accepted Answer

A) advertorials. 
B) infomercials. 
C) advermercials. 
D) edutainment ads. 
E) extended advertising messages. 
A) advertorials. 
B) infomercials. 
C) advermercials. 
D) edutainment ads. 
E) extended advertising messages.

Question 17

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A) rely on celebrities so they are very expensive. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly,boring the consumer. 
E) don't appeal to the Generation Y cohort. 
A) rely on celebrities so they are very expensive. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly,boring the consumer. 
E) don't appeal to the Generation Y cohort.

Question 18

Google developed ________,two business practice tools,to: (1)help advertisers create ads and (2)help content providers generate advertising revenue.

Accepted Answer

A) AdWords and AdSense 
B) AdPage and AdRoot 
C) AdLeaf and AdCall 
D) AdFolio and AdSummon 
E) AdRank and AdTag 
A) AdWords and AdSense 
B) AdPage and AdRoot 
C) AdLeaf and AdCall 
D) AdFolio and AdSummon 
E) AdRank and AdTag

Question 19

For marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

A) eliminate the need for any special pricing promotion. 
B) retaliate against competitors' actions. 
C) encourage present customers to make recommendations to friends. 
D) build business inventory. 
E) increase product trial and provide in-store support for other promotions. 
A) eliminate the need for any special pricing promotion. 
B) retaliate against competitors' actions. 
C) encourage present customers to make recommendations to friends. 
D) build business inventory. 
E) increase product trial and provide in-store support for other promotions.

Question 20

What is a product placement? Give an example.

Accepted Answer

Product placement involves the growing u

Exam 18: Advertising,sales Promotion,and Public Relations

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

When developing the advertising program,specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Which of the following statements about comparative advertising is most accurate?

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a

A full-service advertising agency is

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree. ," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

All of the following statements regarding the training of distributors' sales forces are true except which?

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial)of various products by offering them an immediately discounted price.

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

A limited-service agency

Because of consumer "banner blindness," the current click-through rate is ________ percent.

The most sophisticated form of pretest is the

Program-length (30-minute)advertisements that take an educational approach to communication with potential customers are referred to as

While many commercials that use humorous appeals gain the attention of the audience,they

Google developed ________,two business practice tools,to: (1)help advertisers create ads and (2)help content providers generate advertising revenue.

For marketers,the primary objective of a point-of-purchase display is to

What is a product placement? Give an example.

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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