Question 1

The purpose of pioneering institutional advertisements is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) inform 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) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another. 
A) promote a specific brand's features and benefits. 
B) inform 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) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another.

Question 2

Advertising refers to

Accepted Answer

A) any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
B) any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. 
C) any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. 
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E) any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor. 
A) any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
B) any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. 
C) any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. 
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E) any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Question 3

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A) has a long exposure time. 
B) has a perishable message. 
C) has an unlimited amount of advertising time available. 
D) allows ads to be placed quickly. 
E) is relatively simple to convey complex messages. 
A) has a long exposure time. 
B) has a perishable message. 
C) has an unlimited amount of advertising time available. 
D) allows ads to be placed quickly. 
E) is relatively simple to convey complex messages.

Question 4

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 5

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of

Accepted Answer

A) The National Enquirer and The National Review. 
B) The Wall Street Journal and USA Today. 
C) The Daily Beast and The National Enquirer. 
D) The New York Times and The Wall Street Journal. 
E) The Christian Science Monitor and The Huffington Post. 
A) The National Enquirer and The National Review. 
B) The Wall Street Journal and USA Today. 
C) The Daily Beast and The National Enquirer. 
D) The New York Times and The Wall Street Journal. 
E) The Christian Science Monitor and The Huffington Post.

Question 6

All of the following add to the costs of coupons except

Accepted Answer

A) misredemption. 
B) redemption. 
C) customer handling. 
D) clearinghouse costs. 
E) the advertisement to deliver it. 
A) misredemption. 
B) redemption. 
C) customer handling. 
D) clearinghouse costs. 
E) the advertisement to deliver it.

Question 7

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A) It takes a relatively short time to place the ad. 
B) The cost of placing a magazine ad is extremely low. 
C) A magazine ad has a long life. 
D) It is easy to translate consumer interests into a successful publication. 
E) There is little need or benefit to incorporate four-color graphics. 
A) It takes a relatively short time to place the ad. 
B) The cost of placing a magazine ad is extremely low. 
C) A magazine ad has a long life. 
D) It is easy to translate consumer interests into a successful publication. 
E) There is little need or benefit to incorporate four-color graphics.

Question 8

While many commercials that use humorous appeals gain the attention of the audience,

Accepted Answer

A) their effectiveness may vary across cultures if used in a global campaign. 
B) they contain no information to help consumers. 
C) they do not appeal to either men or women. 
D) they usually have great longevity, maintaining the interest of the target audience for the duration of the campaign. 
E) they don't appeal to the Generation Y cohort. 
A) their effectiveness may vary across cultures if used in a global campaign. 
B) they contain no information to help consumers. 
C) they do not appeal to either men or women. 
D) they usually have great longevity, maintaining the interest of the target audience for the duration of the campaign. 
E) they don't appeal to the Generation Y cohort.

Question 9

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

Accepted Answer

A) mobile marketing. 
B) online advertising options. 
C) paid search options. 
D) click fraud prevention. 
E) national online campaigns. 
A) mobile marketing. 
B) online advertising options. 
C) paid search options. 
D) click fraud prevention. 
E) national online campaigns.

Question 10

The primary purpose of a competitive advertisement is to

Accepted Answer

A) tell people what a product is, what it can do, and where it can be found. 
B) assure current users they made the right choice. 
C) reinforce previous knowledge of a product. 
D) promote a specific brand's features and benefits. 
E) promote the advantages of one product class over another. 
A) tell people what a product is, what it can do, and where it can be found. 
B) assure current users they made the right choice. 
C) reinforce previous knowledge of a product. 
D) promote a specific brand's features and benefits. 
E) promote the advantages of one product class over another.

Question 11

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A) differentiation 
B) persuasive 
C) prospecting 
D) awareness 
E) informational 
A) differentiation 
B) persuasive 
C) prospecting 
D) awareness 
E) informational

Question 12

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) there is no need to segment markets. 
B) it has video and audio capabilities similar to television. 
C) there are no real costs except computers used for initial encoding. 
D) online ads almost always result in a "click," an action that leads to the purchasing of a product. 
E) messages are automatically translated into multiple languages. 
A) there is no need to segment markets. 
B) it has video and audio capabilities similar to television. 
C) there are no real costs except computers used for initial encoding. 
D) online ads almost always result in a "click," an action that leads to the purchasing of a product. 
E) messages are automatically translated into multiple languages.

Question 13

A form of click fraud is called PTR, which is an acronym for

Accepted Answer

A) paid-to-read. 
B) ping-to-read. 
C) profit-to-read. 
D) place-to-read. 
E) priced-to-read. 
A) paid-to-read. 
B) ping-to-read. 
C) profit-to-read. 
D) place-to-read. 
E) priced-to-read.

Question 14

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert

Question 15

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

Accepted Answer

A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement 
A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement

Question 16

The means by which an advertising message is communicated to the target audience is through

Accepted Answer

A) advertising media. 
B) reach and frequency. 
C) a source. 
D) CPM. 
E) GRP. 
A) advertising media. 
B) reach and frequency. 
C) a source. 
D) CPM. 
E) GRP.

Question 17

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ sales promotion.

Accepted Answer

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

Question 18

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

Accepted Answer

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

Question 19

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Accepted Answer

A) AdPage. 
B) AdSense. 
C) AdRank. 
D) AdWords. 
E) AdSnap. 
A) AdPage. 
B) AdSense. 
C) AdRank. 
D) AdWords. 
E) AdSnap.

Question 20

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Accepted Answer

A) information 
B) competition 
C) opportunity 
D) money to be made 
E) customers to serve 
A) information 
B) competition 
C) opportunity 
D) money to be made 
E) customers to serve

Exam 18: Advertising Sales Promotion and Public Relations

The purpose of pioneering institutional advertisements is to

Advertising refers to

One of the advantages associated with radio as an advertising medium is that it

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

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of

All of the following add to the costs of coupons except

Which of the following is an advantage of using magazines as an advertising medium?

While many commercials that use humorous appeals gain the attention of the audience,

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

The primary purpose of a competitive advertisement is to

Another name for pioneering advertising is __________ advertising.

One advantage of using the Internet as an advertising medium is

A form of click fraud is called PTR, which is an acronym for

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

The means by which an advertising message is communicated to the target audience is through

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

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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