Question 1

Describe the three forms of product advertisements. What are their objectives?

Accepted Answer

Product advertisements take three forms:

Question 2

The company's own advertising staff, which may provide full services or a limited range of services, is referred to as

Accepted Answer

A) an intra-firm agency. 
B) an in-house agency. 
C) a full-service agency. 
D) a limited-service agency. 
E) a promotion department. 
A) an intra-firm agency. 
B) an in-house agency. 
C) a full-service agency. 
D) a limited-service agency. 
E) a promotion department.

Question 3

The three primary types of product advertisement are pioneering, competitive, and

Accepted Answer

A) informational. 
B) industrial. 
C) reminder. 
D) persuasive. 
E) subliminal. 
A) informational. 
B) industrial. 
C) reminder. 
D) persuasive. 
E) subliminal.

Question 4

Which of the following is an important guideline when using a fear appeal?

Accepted Answer

A) Make sure the advertisement is still appropriate for viewing by children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers will want to "tune out" the advertisement. 
D) Avoid any reference to death or dying. 
E) Make sure to emphasize that the outcome rests in the viewers' hands. 
A) Make sure the advertisement is still appropriate for viewing by children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers will want to "tune out" the advertisement. 
D) Avoid any reference to death or dying. 
E) Make sure to emphasize that the outcome rests in the viewers' hands.

Question 5

There are a variety of online advertising options. The most popular are

Accepted Answer

A) free search, classifieds, interactives, and interstitials. 
B) free search, banner ads, spamming, and video. 
C) wikis, RSS feeds, interstitials, and cookies. 
D) paid search, banner ads, classified ads, and video. 
E) pop-ups, paid search, streaming video, and spamming. 
A) free search, classifieds, interactives, and interstitials. 
B) free search, banner ads, spamming, and video. 
C) wikis, RSS feeds, interstitials, and cookies. 
D) paid search, banner ads, classified ads, and video. 
E) pop-ups, paid search, streaming video, and spamming.

Question 6

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Accepted Answer

A) a self-liquidating premium. 
B) a special deal. 
C) a rebate. 
D) sampling. 
E) product placement. 
A) a self-liquidating premium. 
B) a special deal. 
C) a rebate. 
D) sampling. 
E) product placement.

Question 7

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.

Accepted Answer

A) level 
B) floor 
C) ceiling 
D) ground 
E) hedge 
A) level 
B) floor 
C) ceiling 
D) ground 
E) hedge

Question 8

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A) finance allowance. 
B) promotional allowance. 
C) merchandise allowance. 
D) slotting fee. 
E) failure fee. 
A) finance allowance. 
B) promotional allowance. 
C) merchandise allowance. 
D) slotting fee. 
E) failure fee.

Question 9

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is

Accepted Answer

A) a reminder institutional ad. 
B) a pioneering institutional ad. 
C) a product institutional ad. 
D) a competitive institutional ad. 
E) an advocacy ad. 
A) a reminder institutional ad. 
B) a pioneering institutional ad. 
C) a product institutional ad. 
D) a competitive institutional ad. 
E) an advocacy ad.

Question 10

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Accepted Answer

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

Question 11

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A) reach 
B) rating 
C) GRPs 
D) CPM 
E) frequency 
A) reach 
B) rating 
C) GRPs 
D) CPM 
E) frequency

Question 12

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A) advocacy 
B) competitive 
C) reminder 
D) comparative 
E) differentiation 
A) advocacy 
B) competitive 
C) reminder 
D) comparative 
E) differentiation

Question 13

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A) In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E) In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. 
A) In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B) In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E) In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Question 14

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A) 500,000 readers. 
B) 1 million readers. 
C) 1.5 million readers. 
D) 5 million readers. 
E) 10 million readers. 
A) 500,000 readers. 
B) 1 million readers. 
C) 1.5 million readers. 
D) 5 million readers. 
E) 10 million readers.

Question 15

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Accepted Answer

A) radio 
B) billboards 
C) television 
D) newspapers 
E) Internet 
A) radio 
B) billboards 
C) television 
D) newspapers 
E) Internet

Question 16

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs. 
A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs.

Question 17

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Accepted Answer

A) sample. 
B) freestanding insert. 
C) point-of-purchase display. 
D) premium. 
E) deal. 
A) sample. 
B) freestanding insert. 
C) point-of-purchase display. 
D) premium. 
E) deal.

Question 18

What is the term used for people in households who only watch TV through a broadband connection?

Accepted Answer

A) wasted coverage 
B) zero TV 
C) wireless TV 
D) multimedia TV 
E) media divergence 
A) wasted coverage 
B) zero TV 
C) wireless TV 
D) multimedia TV 
E) media divergence

Question 19

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

Accepted Answer

A) don't work in a global campaign. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly, boring the consumer. 
E) don't appeal to the Generation Y cohort. 
A) don't work in a global campaign. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly, boring the consumer. 
E) don't appeal to the Generation Y cohort.

Question 20

Frequency refers to

Accepted Answer

A) the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. 
B) the total number of times an advertisement is aired on television or radio. 
C) the average number of times a firm airs an advertisement. 
D) the number of times an advertisement can be shown before it begins to lose its effectiveness. 
E) the average number of times a person in the target audience is exposed to an advertisement. 
A) the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. 
B) the total number of times an advertisement is aired on television or radio. 
C) the average number of times a firm airs an advertisement. 
D) the number of times an advertisement can be shown before it begins to lose its effectiveness. 
E) the average number of times a person in the target audience is exposed to an advertisement.

Exam 18: Advertising Sales Promotion and Public Relations

Describe the three forms of product advertisements. What are their objectives?

The company's own advertising staff, which may provide full services or a limited range of services, is referred to as

The three primary types of product advertisement are pioneering, competitive, and

Which of the following is an important guideline when using a fear appeal?

There are a variety of online advertising options. The most popular are

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Which of the following statements about inquiry tests is most accurate?

The Wall Street Journal and USA Today each have a national distribution of more than

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

One advantage of using the yellow pages as an advertising medium is

A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

What is the term used for people in households who only watch TV through a broadband connection?

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

Frequency refers to

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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