Question 1

One advantage of using magazines as an advertising medium is

Accepted Answer

A) the ability to target specific audiences. 
B) the relatively short time it takes to place an ad. 
C) the extremely low cost. 
D) the opportunity to compete with other magazine features. 
E) the simplicity of the message. 
A) the ability to target specific audiences. 
B) the relatively short time it takes to place an ad. 
C) the extremely low cost. 
D) the opportunity to compete with other magazine features. 
E) the simplicity of the message.

Question 2

The three primary types of product advertisement are pioneering, __________, and reminder.

Accepted Answer

A) informational 
B) competitive 
C) industrial 
D) institutional 
E) subliminal 
A) informational 
B) competitive 
C) industrial 
D) institutional 
E) subliminal

Question 3

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 4

Product advertisements focus on selling

Accepted Answer

A) publicity. 
B) an emotion or a feeling. 
C) a sense of well-being. 
D) goodwill. 
E) a product or service. 
A) publicity. 
B) an emotion or a feeling. 
C) a sense of well-being. 
D) goodwill. 
E) a product or service.

Question 5

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A) The growth in mass transit is declining in major cities. 
B) In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy. 
C) Selectivity in transit advertising is unavailable to advertisers that want to buy space by neighborhood or bus route. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving. 
E) Transit advertising is a form of indoor advertising in stadiums, buses, etc. 
A) The growth in mass transit is declining in major cities. 
B) In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy. 
C) Selectivity in transit advertising is unavailable to advertisers that want to buy space by neighborhood or bus route. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving. 
E) Transit advertising is a form of indoor advertising in stadiums, buses, etc.

Question 6

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes. 
A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes.

Question 7

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people

Question 8

Cooperative advertising refers to

Accepted Answer

A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research. 
A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Question 9

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A) scope. 
B) share. 
C) CPM. 
D) rating. 
E) reach. 
A) scope. 
B) share. 
C) CPM. 
D) rating. 
E) reach.

Question 10

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 11

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A) identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers. 
B) run shorter ads in a greater number of geographical areas. 
C) identify specific times of day or night when the target audience would be more likely to tune in. 
D) develop more creative ads so that more people will choose to see them. 
E) run the ads on less expensive, narrowly focused, specialized cable and satellite channels. 
A) identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers. 
B) run shorter ads in a greater number of geographical areas. 
C) identify specific times of day or night when the target audience would be more likely to tune in. 
D) develop more creative ads so that more people will choose to see them. 
E) run the ads on less expensive, narrowly focused, specialized cable and satellite channels.

Question 12

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

Accepted Answer

A) a manufacturer's success often depends on the ability of its resellers' sales forces to represent its products. 
B) manufacturers also 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 more 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 also 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 more sophisticated and knowledgeable about a manufacturer's products.

Question 13

Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A) YouTube 
B) ClickBot 
C) eBay 
D) DoubleHit 
E) DoubleClick 
A) YouTube 
B) ClickBot 
C) eBay 
D) DoubleHit 
E) DoubleClick

Question 14

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A) introduction 
B) harvesting 
C) maturity 
D) growth 
E) decline 
A) introduction 
B) harvesting 
C) maturity 
D) growth 
E) decline

Question 15

What is a point-of-purchase display? Discuss two reasons firms use them.

Accepted Answer

Point-of-purchase displays are often use

Question 16

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 17

One of the disadvantages associated with television as an advertising medium is that it

Accepted Answer

A) has a short exposure time. 
B) cannot target specific audiences. 
C) must use print for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages. 
A) has a short exposure time. 
B) cannot target specific audiences. 
C) must use print for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages.

Question 18

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Accepted Answer

A) advertising 
B) sales promotion 
C) banking 
D) publishing 
E) store 
A) advertising 
B) sales promotion 
C) banking 
D) publishing 
E) store

Question 19

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A) identifying the target audience. 
B) evaluating a campaign. 
C) designing the advertising. 
D) pretesting the advertising. 
E) scheduling the advertising program. 
A) identifying the target audience. 
B) evaluating a campaign. 
C) designing the advertising. 
D) pretesting the advertising. 
E) scheduling the advertising program.

Question 20

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

Accepted Answer

A) sweepstakes 
B) lottery 
C) contest 
D) premium 
E) deal 
A) sweepstakes 
B) lottery 
C) contest 
D) premium 
E) deal

Exam 18: Advertising Sales Promotion and Public Relations

One advantage of using magazines as an advertising medium is

The three primary types of product advertisement are pioneering, __________, and reminder.

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

Product advertisements focus on selling

Which of the following statements regarding transit advertising is most accurate?

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Cooperative advertising refers to

The number of different people or households exposed to an advertisement is referred to as

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

One way TV advertising can reduce wasted coverage is to

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

Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

News conferences would most likely be used during which stage of a product's life cycle?

What is a point-of-purchase display? Discuss two reasons firms use them.

The most sophisticated form of pretest is the

One of the disadvantages associated with television as an advertising medium is that it

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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