Question 1

Candie's Ad
-Candie's ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder 
B)  fear 
C)  sex 
D)  advocacy 
E)  guilt 
A)  reminder 
B)  fear 
C)  sex 
D)  advocacy 
E)  guilt

Question 2

Product placement refers to

Accepted Answer

A)  the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. 
B)  the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. 
C)  the placement of a brand-name product on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. 
D)  the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. 
E)  a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes. 
A)  the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. 
B)  the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. 
C)  the placement of a brand-name product on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. 
D)  the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. 
E)  a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.

Question 3

M&Ms Ad
-FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Accepted Answer

A)  special occasion 
B)  subliminal 
C)  reminder 
D)  pioneering 
E)  comparative 
A)  special occasion 
B)  subliminal 
C)  reminder 
D)  pioneering 
E)  comparative

Question 4

Pulse scheduling would most likely be used for advertising __________.

Accepted Answer

A)  bathroom cleaner 
B)  breakfast cereal 
C)  socks 
D)  motor oil 
E)  long-stemmed roses 
A)  bathroom cleaner 
B)  breakfast cereal 
C)  socks 
D)  motor oil 
E)  long-stemmed roses

Question 5

Geico Ad
-According to the American Cancer Society,57,000 Americans a year die from colon cancer.Regular screening is recommended after age 50. Because colonoscopies are dreaded by many,the American Cancer Society created an ad campaign featuring "Mr.Polyp Man" to lightheartedly encourage people to get tested for colon cancer.The red-suited character looks like a harmless,animated M&M.This is an example of a _________ appeal.

Accepted Answer

A)  humorous 
B)  cognitive 
C)  rhetorical 
D)  fear 
E)  sex 
A)  humorous 
B)  cognitive 
C)  rhetorical 
D)  fear 
E)  sex

Question 6

Experts estimate that consumers conduct approximately __________searches each month.

Accepted Answer

A)  17 billion 
B)  23 billion 
C)  39 billion 
D)  68 billion 
E)  92 billion 
A)  17 billion 
B)  23 billion 
C)  39 billion 
D)  68 billion 
E)  92 billion

Question 7

a company uses a(n)_________,it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

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

Question 8

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

Accepted Answer

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

Question 9

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

Accepted Answer

A)  has a long exposure time. 
B)  has a perishable message. 
C)  has an unlimited amount of advertising time available. 
D)  allows ads to be placed quickly. 
E)  is relatively simple to convey complex messages. 
A)  has a long exposure time. 
B)  has a perishable message. 
C)  has an unlimited amount of advertising time available. 
D)  allows ads to be placed quickly. 
E)  is relatively simple to convey complex messages.

Question 10

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)__________.

Accepted Answer

A)  organizational allowance 
B)  merchandise allowance 
C)  case allowance 
D)  finance allowance 
E)  manufacturer's inducement 
A)  organizational allowance 
B)  merchandise allowance 
C)  case allowance 
D)  finance allowance 
E)  manufacturer's inducement

Question 11

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)  lobbying 
B)  events management 
C)  disclosure statement 
D)  news release 
E)  public service announcement 
A)  lobbying 
B)  events management 
C)  disclosure statement 
D)  news release 
E)  public service announcement

Question 12

Campbell's Kettle Soup Ad
-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 U.S.as more natural gas lines are located 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 13

Which of the following statements about comparative advertising is MOST accurate?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads. 
B)  Comparative advertisements attract more consumer attention for the advertiser's brand. 
C)  Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D)  Comparative advertisements have been banned by the Federal Trade Commission. 
E)  Comparative advertisements can, and often do, cause more harm than good. 
A)  Comparative advertisements now constitute over 90% of all television ads. 
B)  Comparative advertisements attract more consumer attention for the advertiser's brand. 
C)  Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D)  Comparative advertisements have been banned by the Federal Trade Commission. 
E)  Comparative advertisements can, and often do, cause more harm than good.

Question 14

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A)  product 
B)  public service 
C)  institutional 
D)  reminder 
E)  repositioning 
A)  product 
B)  public service 
C)  institutional 
D)  reminder 
E)  repositioning

Question 15

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

Accepted Answer

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

Question 16

the traditional advertising model,advertisers were charged using a __________ approach Google transformed the traditional model to a model called __________ where an advertiser pays 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 17

marketers,the primary objective of a sweepstakes is to

Accepted Answer

A)  generate store traffic. 
B)  retaliate against competitors' actions. 
C)  encourage present customers to buy more and minimize brand-switching behavior. 
D)  build goodwill. 
E)  encourage retailer support. 
A)  generate store traffic. 
B)  retaliate against competitors' actions. 
C)  encourage present customers to buy more and minimize brand-switching behavior. 
D)  build goodwill. 
E)  encourage retailer support.

Question 18

Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.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 19

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

Accepted Answer

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

Question 20

three primary types of product advertisements 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

Candie's Ad -Candie's ad shown above is an example of which type of appeal?

Product placement refers to

M&Ms Ad -FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Pulse scheduling would most likely be used for advertising __________.

Experts estimate that consumers conduct approximately __________searches each month.

a company uses a(n)_________,it is using its own advertising staff to provide the advertising services needed by the company.

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

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

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)__________.

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Which of the following statements about comparative advertising is MOST accurate?

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

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

the traditional advertising model,advertisers were charged using a approach Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

marketers,the primary objective of a sweepstakes is to

Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example,Taco Bell used a sales promotion technique called

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

three primary types of product advertisements are pioneering,competitive,and __________.

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

Candie's Ad -Candie's ad shown above is an example of which type of appeal?

Product placement refers to

M&Ms Ad -FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Pulse scheduling would most likely be used for advertising __________.

Experts estimate that consumers conduct approximately __________searches each month.

a company uses a(n)_________,it is using its own advertising staff to provide the advertising services needed by the company.

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

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

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)__________.

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Which of the following statements about comparative advertising is MOST accurate?

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

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

the traditional advertising model,advertisers were charged using a __________ approach Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

marketers,the primary objective of a sweepstakes is to

Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example,Taco Bell used a sales promotion technique called

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

three primary types of product advertisements are pioneering,competitive,and __________.

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

the traditional advertising model,advertisers were charged using a approach Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.