Question 1

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 2

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a

Accepted Answer

A) deal. 
B) sweepstakes. 
C) contest. 
D) sponsor-generated content. 
E) loyalty program. 
A) deal. 
B) sweepstakes. 
C) contest. 
D) sponsor-generated content. 
E) loyalty program.

Question 3

Which of the following statements about online advertising is most accurate?

Accepted Answer

A) It is easier to measure the impact of online advertising than other media. 
B) Although annoying, click fraud and web-tipping are not causing real financial damage. 
C) Although popular with younger generations, few baby boomers order online. 
D) Standards for the various formats used online are still evolving. 
E) One way online companies benefit is through employing PTR in order to increase site traffic. 
A) It is easier to measure the impact of online advertising than other media. 
B) Although annoying, click fraud and web-tipping are not causing real financial damage. 
C) Although popular with younger generations, few baby boomers order online. 
D) Standards for the various formats used online are still evolving. 
E) One way online companies benefit is through employing PTR in order to increase site traffic.

Question 4

Which of the following is a trend that influences newspapers today?

Accepted Answer

A) Newspapers are enjoying increasing circulation. 
B) Newspapers are increasing the number of four-color printed pages. 
C) There is a growth in new types of news organizations. 
D) More cities are increasing the number of newspapers that are available to commuters. 
E) Cheaper newsstand prices have rekindled an interest in newspapers. 
A) Newspapers are enjoying increasing circulation. 
B) Newspapers are increasing the number of four-color printed pages. 
C) There is a growth in new types of news organizations. 
D) More cities are increasing the number of newspapers that are available to commuters. 
E) Cheaper newsstand prices have rekindled an interest in newspapers.

Question 5

The American Cancer Society reports that 57,000 Americans die from colon cancer each year. They estimate that this number would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. To encourage people to get tested for colon cancer, several ads use a man (known as "Polyp Man") dressed in a big red suit, making him look more like Mr. M&M, to encourage people to get tested. This is most likely an example of a __________ appeal.

Accepted Answer

A) humorous 
B) cognitive 
C) rhetorical 
D) fear 
E) sex 
A) humorous 
B) cognitive 
C) rhetorical 
D) fear 
E) sex

Question 6

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

Accepted Answer

A) differentiation 
B) philanthropic 
C) pioneering 
D) competitive 
E) informational 
A) differentiation 
B) philanthropic 
C) pioneering 
D) competitive 
E) informational

Question 7

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A) emotional aspects 
B) price 
C) psychological aspects 
D) financial risks 
E) key benefits 
A) emotional aspects 
B) price 
C) psychological aspects 
D) financial risks 
E) key benefits

Question 8

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 Federal Trade Commission (FT
C)  suggests that advertising program decisions be based on market research about 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 Federal Trade Commission (FT
C)  suggests that advertising program decisions be based on market research about the target audience. 
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.

Question 9

Advertisements basically consist of two types:

Accepted Answer

A) prepurchase and post-purchase. 
B) promotional and reinforcement. 
C) promotional and informative. 
D) product and service. 
E) product and institutional. 
A) prepurchase and post-purchase. 
B) promotional and reinforcement. 
C) promotional and informative. 
D) product and service. 
E) product and institutional.

Question 10

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Accepted Answer

A) gross rating points. 
B) CPM. 
C) reach. 
D) rating. 
E) share points. 
A) gross rating points. 
B) CPM. 
C) reach. 
D) rating. 
E) share points.

Question 11

All of the following statements are true about coupons except

Accepted Answer

A) couponing can reduce gross revenues by lowering the price paid by already-loyal consumers. 
B) the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers. 
C) studies suggest that market share does increase during the period immediately after coupons are distributed. 
D) recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons. 
E) the redemption rate for online coupons is substantially higher than other forms of coupons. 
A) couponing can reduce gross revenues by lowering the price paid by already-loyal consumers. 
B) the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers. 
C) studies suggest that market share does increase during the period immediately after coupons are distributed. 
D) recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons. 
E) the redemption rate for online coupons is substantially higher than other forms of coupons.

Question 12

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A) product 
B) public service 
C) institutional 
D) reminder 
E) repositioning 
A) product 
B) public service 
C) institutional 
D) reminder 
E) repositioning

Question 13

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A) better reach 
B) more effective visuals 
C) saving of ads by consumers 
D) better segmentation capability 
E) more effective in conveying complex information 
A) better reach 
B) more effective visuals 
C) saving of ads by consumers 
D) better segmentation capability 
E) more effective in conveying complex information

Question 14

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of

Accepted Answer

A) advertising. 
B) publicity. 
C) sales promotion. 
D) personal selling. 
E) direct marketing. 
A) advertising. 
B) publicity. 
C) sales promotion. 
D) personal selling. 
E) direct marketing.

Question 15

List two advantages and two disadvantages of using television, radio, magazines, and newspapers for advertising.

Accepted Answer

Television-Advantages: (1) reaches extre

Question 16

All of the following are publicity tools except

Accepted Answer

A) high-visibility individuals. 
B) PSAs. 
C) news releases. 
D) contests. 
E) news conferences. 
A) high-visibility individuals. 
B) PSAs. 
C) news releases. 
D) contests. 
E) news conferences.

Question 17

Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are referred to as

Accepted Answer

A) transportation messages. 
B) public service announcements. 
C) transit advertising. 
D) public advertising. 
E) transport advertising. 
A) transportation messages. 
B) public service announcements. 
C) transit advertising. 
D) public advertising. 
E) transport advertising.

Question 18

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules 
A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules

Question 19

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

Question 20

A sales promotion prominently displayed in a store aisle is called __________ display.

Accepted Answer

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

Exam 18: Advertising Sales Promotion and Public Relations

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

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a

Which of the following statements about online advertising is most accurate?

Which of the following is a trend that influences newspapers today?

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

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

Advertisements basically consist of two types:

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

All of the following statements are true about coupons except

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

List two advantages and two disadvantages of using television, radio, magazines, and newspapers for advertising.

All of the following are publicity tools except

Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are referred to as

Some studies show that __________ are superior to other advertising strategies.

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.

A sales promotion prominently displayed in a store aisle is called __________ display.

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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