Question 1

According to the text,the main driver why public relations departments are using social media is because consumers:

Accepted Answer

A) report that social media does influence their purchasing behavior 
B) prefer up-to-the-minute PR reports 
C) like the ease of access to social media 
D) are more likely to listen to social media on their phone than through a traditional press release 
A) report that social media does influence their purchasing behavior 
B) prefer up-to-the-minute PR reports 
C) like the ease of access to social media 
D) are more likely to listen to social media on their phone than through a traditional press release

Question 2

A two-hour-made-for-TV movie shows three advertisements for the new Ford Focus Hybrid at $10,000 per ad.The show is watched by 100,000 people across the country.The advertiser calculates the gross rating points and finds it is:

Accepted Answer

A) 300,000 
B) 100,000 
C) 33,333 
D) 30,000 
A) 300,000 
B) 100,000 
C) 33,333 
D) 30,000

Question 3

McHale's Creative Inc.focuses specifically on social media content marketing for their clients.McHale's would be considered a:

Accepted Answer

A) full-service agency 
B) specific-service agency 
C) modified-service agency 
D) limited-service agency 
A) full-service agency 
B) specific-service agency 
C) modified-service agency 
D) limited-service agency

Question 4

With respect to objectives,advantages,and disadvantages,what are the differences between loyalty programs and rebates?

Accepted Answer

Loyalty programs and rebates are both ma

Question 5

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and composition.

Accepted Answer

The answer of Differentiate among full-service advertising agencies,limited-service advertising agencies,and...

Question 6

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of _____ advertising.

Accepted Answer

A) competitive institutional 
B) competitive product 
C) reminder institutional 
D) pioneering product 
A) competitive institutional 
B) competitive product 
C) reminder institutional 
D) pioneering product

Question 7

Recent research suggests that recency might be more appropriate than _______________ in advertising given that typical models based on ________ may be flawed.

Accepted Answer

A) past performance, past performance 
B) frequency, frequency 
C) reach, reach 
D) rating, rating 
A) past performance, past performance 
B) frequency, frequency 
C) reach, reach 
D) rating, rating

Question 8

All of the following are correct statements about contests,EXCEPT:

Accepted Answer

A) they increase consumer purchases. 
B) they obtain a list of names and addresses. 
C) online contests are often highly interactive. 
D) they encourage new product trial. 
A) they increase consumer purchases. 
B) they obtain a list of names and addresses. 
C) online contests are often highly interactive. 
D) they encourage new product trial.

Question 9

The headline of a General Motors advertisement in the Reader's Digest magazine reads,"I believe these kids will make great engineers.Now I've got to make them believe it." The ad shows an engineer surrounded by seven young people.The ad copy talks about how General Motors believes the more the company puts into the community,the more society will get out of the community.This advertisement is an example of a(n):

Accepted Answer

A) competitive institutional advertisement. 
B) competitive product advertisement. 
C) advocacy product advertisement. 
D) advocacy institutional advertisement. 
A) competitive institutional advertisement. 
B) competitive product advertisement. 
C) advocacy product advertisement. 
D) advocacy institutional advertisement.

Question 10

One reason for using radio as an advertising medium is:

Accepted Answer

A) that it is a segmented medium offering distinctive formats. 
B) its long lead time required for the placement of an ad. 
C) its inability to use humour. 
D) its multisensory appeal. 
A) that it is a segmented medium offering distinctive formats. 
B) its long lead time required for the placement of an ad. 
C) its inability to use humour. 
D) its multisensory appeal.

Question 11

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely.Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different media?

Accepted Answer

A) reach 
B) rating 
C) GRPs 
D) CPM 
A) reach 
B) rating 
C) GRPs 
D) CPM

Question 12

An advertisement in the North American Hunter magazine shows the Chevrolet S-Series pickup.The ad headline proclaims,"Just Thought We'd Reinvent the Wheel.Starting With the Door." The advertisement emphasizes the truck's newest feature,a third door designed to let passengers enter the extended cab more easily.The ad copy states that the new Chevy truck is the only compact pickup to offer a third door.The advertisement is an example of a(n)_____ advertisement.

Accepted Answer

A) reminder product 
B) reminder institutional 
C) informational product 
D) informational institutional 
A) reminder product 
B) reminder institutional 
C) informational product 
D) informational institutional

Question 13

Which type of sales promotion is demonstrated by the following example: "By redeeming this you will receive 25 cents off your next purchase of Jolly Green Giant lima beans"?

Accepted Answer

A) Rebate 
B) Sample 
C) Coupons 
D) Deal 
A) Rebate 
B) Sample 
C) Coupons 
D) Deal

Question 14

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie,what would be the movie's rating?

Accepted Answer

A) 10 
B) 20 
C) 30 
D) 40 
A) 10 
B) 20 
C) 30 
D) 40

Question 15

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

Accepted Answer

A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement. 
A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement.

Question 16

The number of individuals who subscribe to newspaper deliveries would be referred to as a newspaper's:

Accepted Answer

A) Scope 
B) Share 
C) Reach 
D) Span 
A) Scope 
B) Share 
C) Reach 
D) Span

Question 17

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser,the next time that user logs in,they see a banner ad for Air Canada Vacations and Air Canada Flights.This is an example of online:

Accepted Answer

A) behavioural advertising 
B) personal intrusion 
C) following ads 
D) advertising customization 
A) behavioural advertising 
B) personal intrusion 
C) following ads 
D) advertising customization

Question 18

For marketers,the primary objective of sweepstakes is to:

Accepted Answer

A) generate store traffic. 
B) increase trial and retaliate against competitors' actions. 
C) encourage present customers to buy more; minimize brand switching behaviour. 
D) encourage new product trial. 
A) generate store traffic. 
B) increase trial and retaliate against competitors' actions. 
C) encourage present customers to buy more; minimize brand switching behaviour. 
D) encourage new product trial.

Question 19

What are the differences between a news release,news conference,and a public service announcement?

Accepted Answer

The answer of What are the differences between a news...

Question 20

All of the following are tools part of Google's advertising capabilities,except:

Accepted Answer

A) PageRank 
B) AdSense 
C) AdWords 
D) AdPersonal 
A) PageRank 
B) AdSense 
C) AdWords 
D) AdPersonal

According to the text,the main driver why public relations departments are using social media is because consumers:

A two-hour-made-for-TV movie shows three advertisements for the new Ford Focus Hybrid at $10,000 per ad.The show is watched by 100,000 people across the country.The advertiser calculates the gross rating points and finds it is:

McHale's Creative Inc.focuses specifically on social media content marketing for their clients.McHale's would be considered a:

With respect to objectives,advantages,and disadvantages,what are the differences between loyalty programs and rebates?

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and composition.

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of _____ advertising.

Recent research suggests that recency might be more appropriate than _______ in advertising given that typical models based on may be flawed.

All of the following are correct statements about contests,EXCEPT:

One reason for using radio as an advertising medium is:

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely.Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different media?

Which type of sales promotion is demonstrated by the following example: "By redeeming this you will receive 25 cents off your next purchase of Jolly Green Giant lima beans"?

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie,what would be the movie's rating?

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

The number of individuals who subscribe to newspaper deliveries would be referred to as a newspaper's:

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser,the next time that user logs in,they see a banner ad for Air Canada Vacations and Air Canada Flights.This is an example of online:

For marketers,the primary objective of sweepstakes is to:

What are the differences between a news release,news conference,and a public service announcement?

All of the following are tools part of Google's advertising capabilities,except:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

According to the text,the main driver why public relations departments are using social media is because consumers:

A two-hour-made-for-TV movie shows three advertisements for the new Ford Focus Hybrid at $10,000 per ad.The show is watched by 100,000 people across the country.The advertiser calculates the gross rating points and finds it is:

McHale's Creative Inc.focuses specifically on social media content marketing for their clients.McHale's would be considered a:

With respect to objectives,advantages,and disadvantages,what are the differences between loyalty programs and rebates?

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and composition.

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of _____ advertising.

Recent research suggests that recency might be more appropriate than _______________ in advertising given that typical models based on ________ may be flawed.

All of the following are correct statements about contests,EXCEPT:

One reason for using radio as an advertising medium is:

The vice president of marketing of Fabric Gallery has been told to invest the company's advertising dollars wisely.Which of the following measures could be used to compare the financial effectiveness of its advertising expenditures for different media?

Which type of sales promotion is demonstrated by the following example: "By redeeming this you will receive 25 cents off your next purchase of Jolly Green Giant lima beans"?

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie,what would be the movie's rating?

The frequent appearance of Snapple drink on UPN's Roswell TV show is an example of:

The number of individuals who subscribe to newspaper deliveries would be referred to as a newspaper's:

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser,the next time that user logs in,they see a banner ad for Air Canada Vacations and Air Canada Flights.This is an example of online:

For marketers,the primary objective of sweepstakes is to:

What are the differences between a news release,news conference,and a public service announcement?

All of the following are tools part of Google's advertising capabilities,except:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Recent research suggests that recency might be more appropriate than _______ in advertising given that typical models based on may be flawed.