Question 1

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambience that limits its appeal to older consumers. 
E) targets the Gen Y consumer. 
A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambience that limits its appeal to older consumers. 
E) targets the Gen Y consumer.

Question 2

All of the following statements are true about coupons except

Accepted Answer

A) coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons. 
B) companies have decreased their use of coupons as redemption rates have fallen. 
C) the number of coupons generated at Internet sites and on mobile phones has been increasing. 
D) online coupons only account for a small percentage of total coupon redemptions. 
E) most coupons are distributed as freestanding inserts in newspapers. 
A) coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons. 
B) companies have decreased their use of coupons as redemption rates have fallen. 
C) the number of coupons generated at Internet sites and on mobile phones has been increasing. 
D) online coupons only account for a small percentage of total coupon redemptions. 
E) most coupons are distributed as freestanding inserts in newspapers.

Question 3

In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called __________ where advertisers pay only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A) cost per thousand occurrences; cost-per-clack 
B) cost per thousand incidences; cost-per-snap 
C) cost per thousand impressions; cost-per-click 
D) cost per thousand recurrences; cost-per-lead 
E) cost per thousand frequencies; cost-per-hit 
A) cost per thousand occurrences; cost-per-clack 
B) cost per thousand incidences; cost-per-snap 
C) cost per thousand impressions; cost-per-click 
D) cost per thousand recurrences; cost-per-lead 
E) cost per thousand frequencies; cost-per-hit

Question 4

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

Accepted Answer

A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) competitive 
A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) competitive

Question 5

All of the following statements are true about magazines except

Accepted Answer

A) the magazine with the highest circulation is AARP The Magazine. 
B) consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year. 
C) national publications publish regional and even metro editions to reduce wasted coverage. 
D) most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones. 
E) Time magazine publishes both geographic and demographic editions in the United States. 
A) the magazine with the highest circulation is AARP The Magazine. 
B) consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year. 
C) national publications publish regional and even metro editions to reduce wasted coverage. 
D) most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones. 
E) Time magazine publishes both geographic and demographic editions in the United States.

Question 6

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during

Accepted Answer

A) focus groups. 
B) portfolio tests. 
C) jury tests. 
D) theater tests. 
E) performance tests. 
A) focus groups. 
B) portfolio tests. 
C) jury tests. 
D) theater tests. 
E) performance tests.

Question 7

To help advertisers place ads based on their search-engine results, Google developed an online tool called

Accepted Answer

A) AdPage. 
B) AdLeaf. 
C) AdTag. 
D) AdWords. 
E) AdRank. 
A) AdPage. 
B) AdLeaf. 
C) AdTag. 
D) AdWords. 
E) AdRank.

Question 8

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

Accepted Answer

Advertising programs can range from comp

Question 9

Leading up to Super Bowl weekend, Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges then selects the finalists, posts the submissions on the Doritos Facebook page, and opens up voting by the public. Which type of sales promotion is Doritos using?

Accepted Answer

A) a deal 
B) a contest 
C) a premium 
D) a rebate 
E) a sample 
A) a deal 
B) a contest 
C) a premium 
D) a rebate 
E) a sample

Question 10

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A) premium 
B) deal 
C) coupon 
D) rebate 
E) student incentive 
A) premium 
B) deal 
C) coupon 
D) rebate 
E) student incentive

Question 11

Trade promotions are

Accepted Answer

A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company's products. 
C) advertisements that show actual consumers using the product in a barter or countertrade situation. 
D) sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E) sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling. 
A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company's products. 
C) advertisements that show actual consumers using the product in a barter or countertrade situation. 
D) sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E) sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.

Question 12

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

Accepted Answer

A) has a long exposure time. 
B) cannot target specific audiences. 
C) has a perishable message. 
D) cannot use humor, sound, and intimacy effectively. 
E) has an unlimited amount of advertising time available. 
A) has a long exposure time. 
B) cannot target specific audiences. 
C) has a perishable message. 
D) cannot use humor, sound, and intimacy effectively. 
E) has an unlimited amount of advertising time available.

Question 13

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as

Accepted Answer

A) a continuous schedule. 
B) a phased schedule. 
C) a pulse schedule. 
D) a turnover schedule. 
E) an intermittent schedule. 
A) a continuous schedule. 
B) a phased schedule. 
C) a pulse schedule. 
D) a turnover schedule. 
E) an intermittent schedule.

Question 14

The three approaches to setting advertising schedules are

Accepted Answer

A) flexible, seasonal, and continuous. 
B) spontaneous, continuous, and intermittent. 
C) continuous, flighting, and pulse. 
D) day time, prime time, and off-peak. 
E) sporadic, intermittent, and infrequent. 
A) flexible, seasonal, and continuous. 
B) spontaneous, continuous, and intermittent. 
C) continuous, flighting, and pulse. 
D) day time, prime time, and off-peak. 
E) sporadic, intermittent, and infrequent.

Question 15

The fastest growing form of Internet advertising is

Accepted Answer

A) interstitials. 
B) rich media. 
C) paid search. 
D) spam. 
E) wikis. 
A) interstitials. 
B) rich media. 
C) paid search. 
D) spam. 
E) wikis.

Question 16

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

Accepted Answer

A) has a long exposure time. 
B) can target general audiences. 
C) has an unlimited amount of advertising time available. 
D) is relatively simple to convey complex messages. 
E) uses humor, sound, and intimacy effectively. 
A) has a long exposure time. 
B) can target general audiences. 
C) has an unlimited amount of advertising time available. 
D) is relatively simple to convey complex messages. 
E) uses humor, sound, and intimacy effectively.

Question 17

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A) aided recall 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests 
A) aided recall 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests

Question 18

All of the following are the most popular premiums except

Accepted Answer

A) writing instruments. 
B) toys for dogs and cats. 
C) cups and mugs. 
D) desk accessories. 
E) apparel. 
A) writing instruments. 
B) toys for dogs and cats. 
C) cups and mugs. 
D) desk accessories. 
E) apparel.

Question 19

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) the inability to target specific audiences. 
B) the short lead time needed to place an ad. 
C) the relatively high cost. 
D) the lack of noise associated with the use of magazines in the communication channel. 
E) the antagonism with environmentalists. 
A) the inability to target specific audiences. 
B) the short lead time needed to place an ad. 
C) the relatively high cost. 
D) the lack of noise associated with the use of magazines in the communication channel. 
E) the antagonism with environmentalists.

Question 20

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A) trade announcement 
B) news release 
C) infomercial 
D) news conference 
E) public trade announcement 
A) trade announcement 
B) news release 
C) infomercial 
D) news conference 
E) public trade announcement

Exam 18: Advertising Sales Promotion and Public Relations

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

All of the following statements are true about coupons except

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

All of the following statements are true about magazines except

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during

To help advertisers place ads based on their search-engine results, Google developed an online tool called

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

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Trade promotions are

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

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as

The three approaches to setting advertising schedules are

The fastest growing form of Internet advertising is

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

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

All of the following are the most popular premiums except

One disadvantage of using magazines as an advertising medium is

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

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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