Question 1

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambience that limits its appeal to older consumers. 
E) targets the Gen Y consumer. 
A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambience that limits its appeal to older consumers. 
E) targets the Gen Y consumer.

Question 2

Newspaper circulation and television ratings are measures of ________ in advertising.

Accepted Answer

A) reach 
B) share 
C) CPM 
D) scope 
E) ranking 
A) reach 
B) share 
C) CPM 
D) scope 
E) ranking

Question 3

In television or radio advertising,rating refers to

Accepted Answer

A) the number of different people or households exposed to an advertisement who then buy the offering that was advertised. 
B) the average number of times a person in the target audience is exposed to a message or advertisement. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency)to determine whether it has achieved its advertising objectives. 
E) the percentage points of market share a firm garners for its advertisements relative to its competitors. 
A) the number of different people or households exposed to an advertisement who then buy the offering that was advertised. 
B) the average number of times a person in the target audience is exposed to a message or advertisement. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency)to determine whether it has achieved its advertising objectives. 
E) the percentage points of market share a firm garners for its advertisements relative to its competitors.

Question 4

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there.This is an example of which type of advertising?

Accepted Answer

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

Question 5

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A) a merchandise deal. 
B) a product enhancement. 
C) a loyalty program. 
D) retail positioning. 
E) experiential decoding. 
A) a merchandise deal. 
B) a product enhancement. 
C) a loyalty program. 
D) retail positioning. 
E) experiential decoding.

Question 6

CPM Marketing Dashboard
  
-According to the Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A) $35. 
B) $121. 
C) $132. 
D) $165. 
E) $209. 
A) $35. 
B) $121. 
C) $132. 
D) $165. 
E) $209.

Question 7

A pioneering advertisement should

Accepted Answer

A) tell people what the company values are,and share its successes and advancements. 
B) inform the target market about what a product is,what it can do,and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
E) build goodwill or an image for an organization rather than promote a specific product or service. 
A) tell people what the company values are,and share its successes and advancements. 
B) inform the target market about what a product is,what it can do,and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
E) build goodwill or an image for an organization rather than promote a specific product or service.

Question 8

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail,though the cost is covered if the consumer is charged this reduced price for it?

Accepted Answer

A) Buy One Get One (BOGO)deal 
B) self-liquidating premium 
C) sample 
D) rebate 
E) coupon 
A) Buy One Get One (BOGO)deal 
B) self-liquidating premium 
C) sample 
D) rebate 
E) coupon

Question 9

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct ________ before advertisements are placed in a medium.

Accepted Answer

A) pretests 
B) double blind tests 
C) efficacy trials 
D) aided recall tests 
E) sales tests 
A) pretests 
B) double blind tests 
C) efficacy trials 
D) aided recall tests 
E) sales tests

Question 10

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a

Accepted Answer

A) public service announcement. 
B) cooperative advertisement. 
C) cause-related publicity tool. 
D) news conference. 
E) news release. 
A) public service announcement. 
B) cooperative advertisement. 
C) cause-related publicity tool. 
D) news conference. 
E) news release.

Question 11

Google's ________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A) AdPage 
B) AdSupport 
C) AdWords 
D) AdRank 
E) AdSense 
A) AdPage 
B) AdSupport 
C) AdWords 
D) AdRank 
E) AdSense

Question 12

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

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

Question 13

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

Accepted Answer

A) competitive institutional advertisement. 
B) competitive product advertisement. 
C) reminder institutional advertisement. 
D) advocacy institutional advertisement. 
E) pioneering institutional advertisement. 
A) competitive institutional advertisement. 
B) competitive product advertisement. 
C) reminder institutional advertisement. 
D) advocacy institutional advertisement. 
E) pioneering institutional advertisement.

Question 14

A sales promotion prominently displayed in a store aisle is called a(n)________ display.

Accepted Answer

A) seasonal 
B) automated 
C) interactive 
D) point-of-purchase 
E) product sampling 
A) seasonal 
B) automated 
C) interactive 
D) point-of-purchase 
E) product sampling

Question 15

One advantage of using billboards as an advertising medium is

Accepted Answer

A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it has good local reach and frequency. 
E) it is especially effective for persuasive advertisements. 
A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it has good local reach and frequency. 
E) it is especially effective for persuasive advertisements.

Question 16

A pretest is a

Accepted Answer

A) test conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. 
B) test conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. 
C) test conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. 
D) test conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. 
E) sample ad campaign submitted by competing advertising agencies before receiving a formal contract for that account. 
A) test conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. 
B) test conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. 
C) test conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. 
D) test conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. 
E) sample ad campaign submitted by competing advertising agencies before receiving a formal contract for that account.

Question 17

Which of the following is an important guideline when using a fear appeal?

Accepted Answer

A) Make sure the advertisement is still appropriate for viewing by children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers will want to tune out the advertisement. 
D) Avoid any reference to death or dying. 
E) Make sure to emphasize that the outcome rests in the viewers' hands. 
A) Make sure the advertisement is still appropriate for viewing by children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers will want to tune out the advertisement. 
D) Avoid any reference to death or dying. 
E) Make sure to emphasize that the outcome rests in the viewers' hands.

Question 18

The purpose of pioneering institutional advertisements is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) inform 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) inform 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 19

________ is one of the fastest-growing forms of Internet advertising,as approximately 80 percent of all Internet traffic begins at a search engine such as Google or Yahoo!.

Accepted Answer

A) Interstitials 
B) Rich media 
C) Paid search 
D) Spam 
E) Wikis 
A) Interstitials 
B) Rich media 
C) Paid search 
D) Spam 
E) Wikis

Question 20

An infomercial is

Accepted Answer

A) a public service announcement used to notify local citizens of impending danger due to weather or other natural disasters. 
B) a form of advertisement whose sole purpose is to entertain. 
C) a program-length (30-minute)advertisement that takes an educational approach to communication with potential customers. 
D) a direct response TV and radio ad that airs during the late night or weekend mornings. 
E) educationally formatted programming that consumers order privately by using the "on demand" services of their cable providers. 
A) a public service announcement used to notify local citizens of impending danger due to weather or other natural disasters. 
B) a form of advertisement whose sole purpose is to entertain. 
C) a program-length (30-minute)advertisement that takes an educational approach to communication with potential customers. 
D) a direct response TV and radio ad that airs during the late night or weekend mornings. 
E) educationally formatted programming that consumers order privately by using the "on demand" services of their cable providers.

Exam 18: Advertising,sales Promotion,and Public Relations

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Newspaper circulation and television ratings are measures of ________ in advertising.

In television or radio advertising,rating refers to

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there.This is an example of which type of advertising?

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

A pioneering advertisement should

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail,though the cost is covered if the consumer is charged this reduced price for it?

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct ________ before advertisements are placed in a medium.

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a

Google's ________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

A sales promotion prominently displayed in a store aisle is called a(n)________ display.

One advantage of using billboards as an advertising medium is

A pretest is a

Which of the following is an important guideline when using a fear appeal?

The purpose of pioneering institutional advertisements is to

________ is one of the fastest-growing forms of Internet advertising,as approximately 80 percent of all Internet traffic begins at a search engine such as Google or Yahoo!.

An infomercial is

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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