Question 1

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:

Accepted Answer

A)  event publicity 
B)  public relations profiling 
C)  consumer intimidation 
D)  sponsorship 
E)  advocacy publicity 
A)  event publicity 
B)  public relations profiling 
C)  consumer intimidation 
D)  sponsorship 
E)  advocacy publicity

Question 2

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Accepted Answer

A)  executional framework 
B)  creative message strategy 
C)  benefit 
D)  attribute 
E)  unique selling proposition 
A)  executional framework 
B)  creative message strategy 
C)  benefit 
D)  attribute 
E)  unique selling proposition

Question 3

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

Accepted Answer

A)  embedded message 
B)  subliminal advertising 
C)  advergaming 
D)  blogging 
E)  social networking 
A)  embedded message 
B)  subliminal advertising 
C)  advergaming 
D)  blogging 
E)  social networking

Question 4

List and briefly describe the three basic types of media scheduling.Give an example of a product that would be likely to use each of these types of scheduling.

Accepted Answer

(1)A continuous media schedule allows th

Question 5

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.This is an example of _____ advertising.

Accepted Answer

A)  pioneering 
B)  circumstantial 
C)  product 
D)  advocacy 
E)  comparative 
A)  pioneering 
B)  circumstantial 
C)  product 
D)  advocacy 
E)  comparative

Question 6

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Accepted Answer

A)  an interconnect 
B)  a videomercial 
C)  advergaming 
D)  a relationship tool 
E)  an infomercial 
A)  an interconnect 
B)  a videomercial 
C)  advergaming 
D)  a relationship tool 
E)  an infomercial

Question 7

Which of the following statements about the selection of media for advertising is true?

Accepted Answer

A)  Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television. 
B)  The media selection is typically unrelated to the advertising objectives. 
C)  The appeal and executional style of the ad strongly affect the media selection. 
D)  Creative work is finished before the media are selected. 
E)  Media selection is the first step in developing an advertising campaign. 
A)  Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television. 
B)  The media selection is typically unrelated to the advertising objectives. 
C)  The appeal and executional style of the ad strongly affect the media selection. 
D)  Creative work is finished before the media are selected. 
E)  Media selection is the first step in developing an advertising campaign.

Question 8

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.The new campaign for the store is designed to stimulate demand for the LeBlanc's new store,given that the store is in the introductory stage of the product life cycle.The campaign would be considered:

Accepted Answer

A)  pioneering 
B)  comparative 
C)  institutional 
D)  exclusive 
E)  open-ended 
A)  pioneering 
B)  comparative 
C)  institutional 
D)  exclusive 
E)  open-ended

Question 9

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name five common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

Accepted Answer

PROFIT.The higher than ordinary price of

Question 10

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's.This ad was most likely an example of _____ advertising.

Accepted Answer

A)  comparative 
B)  institutional 
C)  cooperative 
D)  advocacy 
E)  strategic 
A)  comparative 
B)  institutional 
C)  cooperative 
D)  advocacy 
E)  strategic

Question 11

Name and briefly define three forms of product advertising.

Accepted Answer

Product advertising touts the benefits o

Question 12

A(n)_____ designates the vehicles,specific publications or programs,and the insertion dates of advertising.

Accepted Answer

A)  advertising plan 
B)  media schedule 
C)  promotion strategy 
D)  ad outline 
E)  promotional profile 
A)  advertising plan 
B)  media schedule 
C)  promotion strategy 
D)  ad outline 
E)  promotional profile

Question 13

In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel. Now,consumers have more than 500 channels to choose from. This is an example of which problem facing media planners?

Accepted Answer

A)  media fragmentation 
B)  flighted media 
C)  effective frequency 
D)  effective reach 
E)  media consolidation 
A)  media fragmentation 
B)  flighted media 
C)  effective frequency 
D)  effective reach 
E)  media consolidation

Question 14

One of the reasons why a retailer might avoid the use of newspaper advertising is:

Accepted Answer

A)  absence of geographic selectivity 
B)  short lead time 
C)  year-round readership 
D)  little demographic selectivity 
E)  high individual market coverage 
A)  absence of geographic selectivity 
B)  short lead time 
C)  year-round readership 
D)  little demographic selectivity 
E)  high individual market coverage

Question 15

Toys 'R' Us
Retailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys 'R' Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O'Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don't want to grow up."
-Refer to Toys 'R' Us. What appeal is Toy 'R' Us using by enlisting Shaquille O'Neal in the "Join Shaq Give Back" promotion?

Accepted Answer

A)  admiration 
B)  love and romance 
C)  vanity and egotism 
D)  environmental consciousness 
E)  profit 
A)  admiration 
B)  love and romance 
C)  vanity and egotism 
D)  environmental consciousness 
E)  profit

Question 16

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Accepted Answer

A) True 
 B)False

Question 17

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

Accepted Answer

A)  Promotional implementation 
B)  Marketing mix planning 
C)  Media planning 
D)  Media reach and frequency strategy 
E)  Media targeted selection 
A)  Promotional implementation 
B)  Marketing mix planning 
C)  Media planning 
D)  Media reach and frequency strategy 
E)  Media targeted selection

Question 18

Outdoor advertising:

Accepted Answer

A)  is often used to sell specialty products 
B)  is a flexible low-cost medium that can take many forms 
C)  is a high-cost medium 
D)  can be used to reach a narrow, selective target market 
E)  is not affected by noise 
A)  is often used to sell specialty products 
B)  is a flexible low-cost medium that can take many forms 
C)  is a high-cost medium 
D)  can be used to reach a narrow, selective target market 
E)  is not affected by noise

Question 19

Research has shown banner ads on Web sites to be very effective.

Accepted Answer

A) True 
 B)False

Question 20

The United States's top advertiser,according to dollars spent per year,is:

Accepted Answer

A)  Sony Corporation 
B)  Time Warner 
C)  Procter & Gamble 
D)  General Motors Corporation 
E)  McDonald's Corporation 
A)  Sony Corporation 
B)  Time Warner 
C)  Procter & Gamble 
D)  General Motors Corporation 
E)  McDonald's Corporation

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

List and briefly describe the three basic types of media scheduling.Give an example of a product that would be likely to use each of these types of scheduling.

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.This is an example of _____ advertising.

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Which of the following statements about the selection of media for advertising is true?

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's.This ad was most likely an example of _____ advertising.

Name and briefly define three forms of product advertising.

A(n)_____ designates the vehicles,specific publications or programs,and the insertion dates of advertising.

In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel. Now,consumers have more than 500 channels to choose from. This is an example of which problem facing media planners?

One of the reasons why a retailer might avoid the use of newspaper advertising is:

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

Outdoor advertising:

Research has shown banner ads on Web sites to be very effective.

The United States's top advertiser,according to dollars spent per year,is:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 17: Advertising and Public Relations

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

List and briefly describe the three basic types of media scheduling.Give an example of a product that would be likely to use each of these types of scheduling.

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.This is an example of _____ advertising.

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Which of the following statements about the selection of media for advertising is true?

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's.This ad was most likely an example of _____ advertising.

Name and briefly define three forms of product advertising.

A(n)_____ designates the vehicles,specific publications or programs,and the insertion dates of advertising.

In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel. Now,consumers have more than 500 channels to choose from. This is an example of which problem facing media planners?

One of the reasons why a retailer might avoid the use of newspaper advertising is:

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

Outdoor advertising:

Research has shown banner ads on Web sites to be very effective.

The United States's top advertiser,according to dollars spent per year,is:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters