Question 1

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer

Question 2

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

A) reach. 
B) frequency. 
C) costs. 
D) ratings. 
E) cost per share point. 
A) reach. 
B) frequency. 
C) costs. 
D) ratings. 
E) cost per share point.

Question 3

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

Accepted Answer

A) requires a long exposure time. 
B) cannot target specific audiences. 
C) must use print for effect. 
D) cannot be used to convey complex messages. 
E) has an unlimited amount of advertising time available. 
A) requires a long exposure time. 
B) cannot target specific audiences. 
C) must use print for effect. 
D) cannot be used to convey complex messages. 
E) has an unlimited amount of advertising time available.

Question 4

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp

Question 5

Two of the largest portals for Internet advertising are

Accepted Answer

A) Google and AOL. 
B) Google and Tubenet. 
C) Google and Ask. 
D) Google and Yahoo! 
E) Google and Snapchat. 
A) Google and AOL. 
B) Google and Tubenet. 
C) Google and Ask. 
D) Google and Yahoo! 
E) Google and Snapchat.

Question 6

A reinforcement ad

Accepted Answer

A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is, what it can do, and where it can be found. 
E) shows one brand's strengths relative to those of competitors. 
A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is, what it can do, and where it can be found. 
E) shows one brand's strengths relative to those of competitors.

Question 7

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters, which are referred to as

Accepted Answer

A) remote media. 
B) electronic advertising. 
C) product placements. 
D) cooperative advertising. 
E) place-based media. 
A) remote media. 
B) electronic advertising. 
C) product placements. 
D) cooperative advertising. 
E) place-based media.

Question 8

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

Accepted Answer

A) objective; measurability 
B) measurable; effectiveness 
C) unbiased; impartiality 
D) detached; measurability 
E) independent; traceability 
A) objective; measurability 
B) measurable; effectiveness 
C) unbiased; impartiality 
D) detached; measurability 
E) independent; traceability

Question 9

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Accepted Answer

A) a pioneering 
B) a competitive 
C) a reminder 
D) a political 
E) an advocacy 
A) a pioneering 
B) a competitive 
C) a reminder 
D) a political 
E) an advocacy

Question 10

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Accepted Answer

A) promotional strategies. 
B) cooperative advertising. 
C) public promotions. 
D) market-oriented promotions. 
E) publicity tools. 
A) promotional strategies. 
B) cooperative advertising. 
C) public promotions. 
D) market-oriented promotions. 
E) publicity tools.

Question 11

Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?

Accepted Answer

A) reminder 
B) fear 
C) humor 
D) sex 
E) cognitive 
A) reminder 
B) fear 
C) humor 
D) sex 
E) cognitive

Question 12

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

Accepted Answer

A) exposure tests 
B) attitude tests 
C) performance tests 
D) jury tests 
E) comparison tests 
A) exposure tests 
B) attitude tests 
C) performance tests 
D) jury tests 
E) comparison tests

Question 13

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A) products that are classified as shopping goods 
B) new products 
C) commodity products such as salt, sugar, and baking soda 
D) products that are perishable 
E) products that are classified as specialty goods 
A) products that are classified as shopping goods 
B) new products 
C) commodity products such as salt, sugar, and baking soda 
D) products that are perishable 
E) products that are classified as specialty goods

Question 14

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational), competitive (or persuasive), and reminder-are referred to as

Accepted Answer

A) product advertisements. 
B) service advertisements. 
C) persuasive advertisements. 
D) institutional advertisements. 
E) cooperative advertisements. 
A) product advertisements. 
B) service advertisements. 
C) persuasive advertisements. 
D) institutional advertisements. 
E) cooperative advertisements.

Question 15

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) the inability to target specific audiences. 
B) the long lead time needed to place an ad. 
C) the extremely low cost. 
D) the antagonism with environmentalists. 
E) the lack of noise associated with their use in the communication channel. 
A) the inability to target specific audiences. 
B) the long lead time needed to place an ad. 
C) the extremely low cost. 
D) the antagonism with environmentalists. 
E) the lack of noise associated with their use in the communication channel.

Question 16

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) objective 
A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) objective

Question 17

Information and persuasive content can be combined to form

Accepted Answer

A) sex, fear, and humor appeals. 
B) guilt, financial risk, and self-esteem appeals. 
C) sex, fear, and self-worth appeals. 
D) demographic, psychographic, and lifestyle appeals. 
E) gender, ethnicity, and reference group appeals. 
A) sex, fear, and humor appeals. 
B) guilt, financial risk, and self-esteem appeals. 
C) sex, fear, and self-worth appeals. 
D) demographic, psychographic, and lifestyle appeals. 
E) gender, ethnicity, and reference group appeals.

Question 18

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Accepted Answer

A) reinforcement 
B) persuasive 
C) comparative 
D) informative 
E) reminder 
A) reinforcement 
B) persuasive 
C) comparative 
D) informative 
E) reminder

Question 19

A reminder ad

Accepted Answer

A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is, what it can do, and where it can be found. 
E) shows one brand's strengths relative to those of competitors. 
A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is, what it can do, and where it can be found. 
E) shows one brand's strengths relative to those of competitors.

Question 20

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Accepted Answer

Yellow Pages-Advantages: (1) they are us

Exam 18: Advertising Sales Promotion and Public Relations

What is the difference between a coupon and a deal?

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

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

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Two of the largest portals for Internet advertising are

A reinforcement ad

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters, which are referred to as

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?

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

Sampling is an appropriate strategy for which type of products?

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational), competitive (or persuasive), and reminder-are referred to as

One disadvantage of using magazines as an advertising medium is

Information and persuasive content can be combined to form

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

A reminder ad

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

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

Filters

An advantage of online advertising such as offered through Google is that it is , which allows it to immediately assess its .