Question 1

of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Accepted Answer

A)  CPM = Advertising cost ($) ÷ Impressions generated (in 100s). 
B)  CPM = Total revenue ($) ÷ Impressions generated in 1,000s). 
C)  CPM = Total profit ($) ÷ Impressions generated (in 1,000s). 
D)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s). 
E)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s). 
A)  CPM = Advertising cost ($) ÷ Impressions generated (in 100s). 
B)  CPM = Total revenue ($) ÷ Impressions generated in 1,000s). 
C)  CPM = Total profit ($) ÷ Impressions generated (in 1,000s). 
D)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s). 
E)  CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s).

Question 2

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Accepted Answer

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

Question 3

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Accepted Answer

A)  coupon 
B)  rebate 
C)  sample 
D)  deal 
E)  premium 
A)  coupon 
B)  rebate 
C)  sample 
D)  deal 
E)  premium

Question 4

Figure 18-2A
-According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

Accepted Answer

A)  newspapers 
B)  radio 
C)  magazines 
D)  outdoor 
E)  television 
A)  newspapers 
B)  radio 
C)  magazines 
D)  outdoor 
E)  television

Question 5

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)_________.

Accepted Answer

A)  authoritarian appeal 
B)  coercive appeal 
C)  family appeal 
D)  guilt appeal 
E)  fear appeal 
A)  authoritarian appeal 
B)  coercive appeal 
C)  family appeal 
D)  guilt appeal 
E)  fear appeal

Question 6

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

Accepted Answer

A)  can target specific audiences. 
B)  has a long exposure time. 
C)  has a perishable message. 
D)  has an unlimited amount of advertising time available. 
E)  is relatively simple to convey complex messages. 
A)  can target specific audiences. 
B)  has a long exposure time. 
C)  has a perishable message. 
D)  has an unlimited amount of advertising time available. 
E)  is relatively simple to convey complex messages.

Question 7

is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Question 8

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

Accepted Answer

A)  filled his kitchen with Post cereal products. 
B)  changed his mind about appearing in ads. 
C)  received negative public attention. 
D)  gained too much weight. 
E)  lost a race. 
A)  filled his kitchen with Post cereal products. 
B)  changed his mind about appearing in ads. 
C)  received negative public attention. 
D)  gained too much weight. 
E)  lost a race.

Question 9

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Accepted Answer

A)  limited-service agency 
B)  full spectrum agency 
C)  multi-service agency 
D)  in-house agency 
E)  full-service agency 
A)  limited-service agency 
B)  full spectrum agency 
C)  multi-service agency 
D)  in-house agency 
E)  full-service agency

Question 10

There are three key factors when choosing among place-based media options for an advertising campaign: (1)__________; (2)the product's attributes; (3)and cost.

Accepted Answer

A)  the perceived risk 
B)  the sustainability of the message 
C)  the reputation of the prospective media firm 
D)  the media habits of the target audience 
E)  the length of time required to get the message across 
A)  the perceived risk 
B)  the sustainability of the message 
C)  the reputation of the prospective media firm 
D)  the media habits of the target audience 
E)  the length of time required to get the message across

Question 11

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Accepted Answer

A)  sample 
B)  deal 
C)  rebate 
D)  premium 
E)  coupon 
A)  sample 
B)  deal 
C)  rebate 
D)  premium 
E)  coupon

Question 12

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)  trade promotion programs. 
B)  consumer promotion programs. 
C)  cooperative advertising programs. 
D)  cause-related marketing programs 
E)  shared-responsibility programs. 
A)  trade promotion programs. 
B)  consumer promotion programs. 
C)  cooperative advertising programs. 
D)  cause-related marketing programs 
E)  shared-responsibility programs.

Question 13

Figure 18-2B
-respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart)?

Accepted Answer

A)  newspapers 
B)  radio 
C)  direct mail 
D)  magazine 
E)  television 
A)  newspapers 
B)  radio 
C)  direct mail 
D)  magazine 
E)  television

Question 14

insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." The purpose of these ads is to convince an individual that his or her loved ones won't be able to provide for themselves once he/she is dead.Because of the consequences of dying without insurance are so grim,the insurance company urges viewers to act before it's too late. This is an example of a _________.

Accepted Answer

A)  fear appeal 
B)  rhetorical appeal 
C)  life cycle appeal 
D)  humorous appeal 
E)  security appeal 
A)  fear appeal 
B)  rhetorical appeal 
C)  life cycle appeal 
D)  humorous appeal 
E)  security appeal

Question 15

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 16

purpose of competitive institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits. 
B)  tell 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)  tell 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 17

Suppose the following: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $312,286 and its U.S.audience size is 1,613,062.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper)is $207,720 and its U.S.audience size is 1,778,934.The cost of a full-page color ad in the U.S.national edition Bloomberg Businessweek (magazine)is $156,900 and has an audience size of 980,000.The cost of a full-page color ad in the U.S.national edition Sports Illustrated (magazine)is $238,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television)is $3,250,000 and has an audience size of 112,500,000.Using this information,which has the LOWEST CPM of the five alternatives?

Accepted Answer

A)  The Wall Street Journal 
B)  USA Today 
C)  Bloomberg Businessweek 
D)  Sports Illustrated 
E)  Super Bowl 
A)  The Wall Street Journal 
B)  USA Today 
C)  Bloomberg Businessweek 
D)  Sports Illustrated 
E)  Super Bowl

Question 18

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

Accepted Answer

A)  exposure tests 
B)  performance tests 
C)  unaided recall 
D)  jury tests 
E)  comparison tests 
A)  exposure tests 
B)  performance tests 
C)  unaided recall 
D)  jury tests 
E)  comparison tests

Question 19

Publicity tools refer to

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
C)  short-term inducements of value offered to arouse interest in buying a product or service. 
D)  methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. 
E)  free space or time donated by the media. 
A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
C)  short-term inducements of value offered to arouse interest in buying a product or service. 
D)  methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. 
E)  free space or time donated by the media.

Question 20

Figure 18-2B
-respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

Accepted Answer

A)  newspaper 
B)  television 
C)  Internet 
D)  direct mail 
E)  magazine 
A)  newspaper 
B)  television 
C)  Internet 
D)  direct mail 
E)  magazine

of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Figure 18-2A -According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)_________.

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

is the difference between a contest and a sweepstakes?

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

There are three key factors when choosing among place-based media options for an advertising campaign: (1)__________; (2)the product's attributes; (3)and cost.

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Figure 18-2B -respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart)?

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

purpose of competitive institutional advertisements is to

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

Publicity tools refer to

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 18: Advertising, Sales Promotion, and Public Relations

of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Figure 18-2A -According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)_________.

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

is the difference between a contest and a sweepstakes?

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

There are three key factors when choosing among place-based media options for an advertising campaign: (1)__________; (2)the product's attributes; (3)and cost.

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Figure 18-2B -respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart)?

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

purpose of competitive institutional advertisements is to

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

Publicity tools refer to

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters