Question 1

An ad promoting skiing in Alberta is an example of product advertising.

Accepted Answer

A) True 
 B)False

Question 2

What is the number of times a person is exposed to an advertisement during a certain time period known as?

Accepted Answer

A)  frequency 
B)  reach 
C)  enumeration 
D)  randomization 
A)  frequency 
B)  reach 
C)  enumeration 
D)  randomization

Question 3

Sex-based appeals can capture the viewer's attention, which translates into higher ad content recall rates.

Accepted Answer

A) True 
 B)False

Question 4

It is not uncommon for magazine publishers to run multiple print jobs of the same magazine, in which each job contains changes in advertising copy to suit the target market requirements of various advertisers.In trade terms, what is the publisher creating?

Accepted Answer

A)  split runs of the magazine 
B)  circulation exceptions of the magazine 
C)  monthly issues of the magazine 
D)  exception runs of the magazine 
A)  split runs of the magazine 
B)  circulation exceptions of the magazine 
C)  monthly issues of the magazine 
D)  exception runs of the magazine

Question 5

Which of the following is one of the tools of advertising pretesting?

Accepted Answer

A)  the unaided recall test 
B)  split runs 
C)  the inquiry test 
D)  the aided recall test 
A)  the unaided recall test 
B)  split runs 
C)  the inquiry test 
D)  the aided recall test

Question 6

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

Accepted Answer

A) True 
 B)False

Question 7

The actual strategy for creating an advertising message begins with the selection and scheduling of media choices.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is one of the world's leading advertisers?

Accepted Answer

A)  Nabisco 
B)  Unilever 
C)  Walmart 
D)  Sony 
A)  Nabisco 
B)  Unilever 
C)  Walmart 
D)  Sony

Question 9

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

Accepted Answer

A)  retentive 
B)  informative 
C)  reminder 
D)  promotional 
A)  retentive 
B)  informative 
C)  reminder 
D)  promotional

Question 10

Cooperative advertising can strengthen vertical links in a marketing channel.

Accepted Answer

A) True 
 B)False

Question 11

What does the simplest and LEAST costly level of assessment of public relations effectiveness involve?

Accepted Answer

A)  conducting extensive focus group assessments 
B)  counting the number of press releases distributed 
C)  measuring target audiences to see if the messages were received and understood 
D)  evaluating governmental response to public relation announcements 
A)  conducting extensive focus group assessments 
B)  counting the number of press releases distributed 
C)  measuring target audiences to see if the messages were received and understood 
D)  evaluating governmental response to public relation announcements

Question 12

A recent study shows that DVRs have no impact at all on purchasing patterns.

Accepted Answer

A) True 
 B)False

Question 13

One of the challenging aspects of humorous ads is that what one person finds amusing may not be funny at all to someone else.

Accepted Answer

A) True 
 B)False

Question 14

Advertising is any paid or unpaid communication that attempts to reach the widest possible audience.

Accepted Answer

A) True 
 B)False

Question 15

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Accepted Answer

A) True 
 B)False

Question 16

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT an advantage associated with magazine advertising?

Accepted Answer

A)  selectivity in reaching precise target markets 
B)  long life 
C)  flexibility 
D)  quality reproduction 
A)  selectivity in reaching precise target markets 
B)  long life 
C)  flexibility 
D)  quality reproduction

Question 18

Which of the following is a reason for the popularity of outdoor advertising?

Accepted Answer

A)  immediate communication of quick and simple ideas 
B)  lower level of clutter than any other advertising medium 
C)  brevity of exposure to the advertising message by motorists 
D)  high level of aesthetics developed by most billboards 
A)  immediate communication of quick and simple ideas 
B)  lower level of clutter than any other advertising medium 
C)  brevity of exposure to the advertising message by motorists 
D)  high level of aesthetics developed by most billboards

Question 19

In recent years, the use of advertisements based on fear appeals has diminished as the result of public disdain for these types of ads.

Accepted Answer

A) True 
 B)False

Question 20

Assume reach is 250 000 households and frequency is two.What is the gross rating point?

Accepted Answer

A)  125 000 
B)  250 000 
C)  500 000 
D)  1 000 000 
A)  125 000 
B)  250 000 
C)  500 000 
D)  1 000 000

An ad promoting skiing in Alberta is an example of product advertising.

What is the number of times a person is exposed to an advertisement during a certain time period known as?

Sex-based appeals can capture the viewer's attention, which translates into higher ad content recall rates.

It is not uncommon for magazine publishers to run multiple print jobs of the same magazine, in which each job contains changes in advertising copy to suit the target market requirements of various advertisers.In trade terms, what is the publisher creating?

Which of the following is one of the tools of advertising pretesting?

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

The actual strategy for creating an advertising message begins with the selection and scheduling of media choices.

Which of the following is one of the world's leading advertisers?

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

Cooperative advertising can strengthen vertical links in a marketing channel.

What does the simplest and LEAST costly level of assessment of public relations effectiveness involve?

A recent study shows that DVRs have no impact at all on purchasing patterns.

One of the challenging aspects of humorous ads is that what one person finds amusing may not be funny at all to someone else.

Advertising is any paid or unpaid communication that attempts to reach the widest possible audience.

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Which of the following is NOT an advantage associated with magazine advertising?

Which of the following is a reason for the popularity of outdoor advertising?

In recent years, the use of advertisements based on fear appeals has diminished as the result of public disdain for these types of ads.

Assume reach is 250 000 households and frequency is two.What is the gross rating point?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

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Exam 14: Advertising and Digital Communications

An ad promoting skiing in Alberta is an example of product advertising.

What is the number of times a person is exposed to an advertisement during a certain time period known as?

Sex-based appeals can capture the viewer's attention, which translates into higher ad content recall rates.

It is not uncommon for magazine publishers to run multiple print jobs of the same magazine, in which each job contains changes in advertising copy to suit the target market requirements of various advertisers.In trade terms, what is the publisher creating?

Which of the following is one of the tools of advertising pretesting?

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

The actual strategy for creating an advertising message begins with the selection and scheduling of media choices.

Which of the following is one of the world's leading advertisers?

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

Cooperative advertising can strengthen vertical links in a marketing channel.

What does the simplest and LEAST costly level of assessment of public relations effectiveness involve?

A recent study shows that DVRs have no impact at all on purchasing patterns.

One of the challenging aspects of humorous ads is that what one person finds amusing may not be funny at all to someone else.

Advertising is any paid or unpaid communication that attempts to reach the widest possible audience.

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Which of the following is NOT an advantage associated with magazine advertising?

Which of the following is a reason for the popularity of outdoor advertising?

In recent years, the use of advertisements based on fear appeals has diminished as the result of public disdain for these types of ads.

Assume reach is 250 000 households and frequency is two.What is the gross rating point?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters