Question 1

What are the steps to develop an advertising program?

Accepted Answer

The steps are: (1)identify the target au

Question 2

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

Accepted Answer

A) transit advertising. 
B) mobile advertising. 
C) motorized billboards. 
D) mobile signage. 
E) transportation advertising. 
A) transit advertising. 
B) mobile advertising. 
C) motorized billboards. 
D) mobile signage. 
E) transportation advertising.

Question 3

When Google chose a new model for its advertising,it decided to

Accepted Answer

A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate. 
B) randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable. 
C) customize all advertisements based upon customers' preferences for color,music,and fonts based on information obtained from cookies. 
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates,advertiser history,and keyword performance. 
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do. 
A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate. 
B) randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable. 
C) customize all advertisements based upon customers' preferences for color,music,and fonts based on information obtained from cookies. 
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates,advertiser history,and keyword performance. 
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.

Question 4

Assume the following information: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $327,897 and its U.S.audience size is 1,566,027.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper)is $207,720 and its U.S.audience size is 1,711,696.The cost of a full-page color ad in the U.S.national edition of Bloomberg Businessweek (magazine)is $148,300 with an audience size of 900,000.The cost of a full-page color ad in the U.S.national edition of Sports Illustrated (magazine)is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the lowest CPM?

Accepted Answer

A) The Wall Street Journal 
B) USA Today 
C) Bloomberg Businessweek 
D) Sports Illustrated 
E) Super Bowl 
A) The Wall Street Journal 
B) USA Today 
C) Bloomberg Businessweek 
D) Sports Illustrated 
E) Super Bowl

Question 5

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

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

Question 6

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A) In inquiry tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) In inquiry tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the most requests are presumed to be the most effective. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised. 
E) In an inquiry test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening. 
A) In inquiry tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) In inquiry tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the most requests are presumed to be the most effective. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised. 
E) In an inquiry test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.

Question 7

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

Accepted Answer

A) they are difficult to keep up to date. 
B) the marketer cannot control the exact message that is published. 
C) the ads are perishable. 
D) few households with telephones have them. 
E) they have high delivery costs. 
A) they are difficult to keep up to date. 
B) the marketer cannot control the exact message that is published. 
C) the ads are perishable. 
D) few households with telephones have them. 
E) they have high delivery costs.

Question 8

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using ________ to promote its products.

Accepted Answer

A) strategic channel partnership 
B) cooperative advertising 
C) retail publicity 
D) reseller consumer promotion 
E) manufacturer incentive advertising 
A) strategic channel partnership 
B) cooperative advertising 
C) retail publicity 
D) reseller consumer promotion 
E) manufacturer incentive advertising

Question 9

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during

Accepted Answer

A) focus groups. 
B) portfolio tests. 
C) jury tests. 
D) theater tests. 
E) performance tests. 
A) focus groups. 
B) portfolio tests. 
C) jury tests. 
D) theater tests. 
E) performance tests.

Question 10

The purpose of reminder institutional advertisements is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell 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) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another. 
A) promote a specific brand's features and benefits. 
B) tell 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) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another.

Question 11

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a

Accepted Answer

A) fear appeal. 
B) rhetorical appeal. 
C) life-cycle appeal. 
D) humorous appeal. 
E) security appeal. 
A) fear appeal. 
B) rhetorical appeal. 
C) life-cycle appeal. 
D) humorous appeal. 
E) security appeal.

Question 12

Which of the following is not an aspect of identifying the target audience for an advertisement?

Accepted Answer

A) The scheduling of the advertising can depend on the target audience. 
B) The Federal Communications Commission (FC
C) suggests that advertising program decisions be based on market research about the target audience. 
C) The placement of the advertising depends on the target audience. 
D) The size of the advertising budget should dictate the target audience. 
E) Understanding the lifestyles,attitudes,and demographics of the target market is essential. 
A) The scheduling of the advertising can depend on the target audience. 
B) The Federal Communications Commission (FC
C) suggests that advertising program decisions be based on market research about the target audience. 
C) The placement of the advertising depends on the target audience. 
D) The size of the advertising budget should dictate the target audience. 
E) Understanding the lifestyles,attitudes,and demographics of the target market is essential.

Question 13

CPM Marketing Dashboard
  
-According to the Marketing Dashboard above,the CPM for USA Today would be approximately

Accepted Answer

A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209. 
A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209.

Question 14

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo

Question 15

Though the most common form of compensation is a fee-based model,a(n)________ may also be compensated with a commission-based or an incentive-based model.

Accepted Answer

A) full-service agency 
B) in-house agency 
C) modified-service agency 
D) promotional firm 
E) limited-service agency 
A) full-service agency 
B) in-house agency 
C) modified-service agency 
D) promotional firm 
E) limited-service agency

Question 16

A comparative 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 17

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Accepted Answer

A) posttests. 
B) pretests. 
C) test screenings. 
D) aided recall testing. 
E) sales tests. 
A) posttests. 
B) pretests. 
C) test screenings. 
D) aided recall testing. 
E) sales tests.

Question 18

The objective of a(n)________ is to inform a newspaper,radio station,or other media of an idea for a story.

Accepted Answer

A) infomercial 
B) business bulletin 
C) news release 
D) news broadcast 
E) broadcast summary 
A) infomercial 
B) business bulletin 
C) news release 
D) news broadcast 
E) broadcast summary

Question 19

The availability of streaming services has led to new trends in television viewing,including canceling pay-TV services,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 20

Publicity tools are

Accepted Answer

A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost. 
E) free space or time donated by the media. 
A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost. 
E) free space or time donated by the media.

Exam 18: Advertising,sales Promotion,and Public Relations

What are the steps to develop an advertising program?

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

When Google chose a new model for its advertising,it decided to

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Which of the following statements about inquiry tests is most accurate?

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

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during

The purpose of reminder institutional advertisements is to

Which of the following is not an aspect of identifying the target audience for an advertisement?

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for USA Today would be approximately

What is cooperative advertising?

Though the most common form of compensation is a fee-based model,a(n)________ may also be compensated with a commission-based or an incentive-based model.

A comparative ad

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

The objective of a(n)________ is to inform a newspaper,radio station,or other media of an idea for a story.

The availability of streaming services has led to new trends in television viewing,including canceling pay-TV services,known as

Publicity tools are

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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