Question 1

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

Accepted Answer

A)  has a long exposure time. 
B)  cannot target specific audiences. 
C)  has a perishable message. 
D)  cannot use humor, sound, and intimacy effectively. 
E)  has an unlimited amount of advertising time available. 
A)  has a long exposure time. 
B)  cannot target specific audiences. 
C)  has a perishable message. 
D)  cannot use humor, sound, and intimacy effectively. 
E)  has an unlimited amount of advertising time available.

Question 2

of the following statements are true about magazines EXCEPT:

Accepted Answer

A)  the magazine with the highest circulation is AARP The Magazine. 
B)  consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year. 
C)  national publications publish regional and even metro editions to reduce wasted coverage. 
D)  most magazines are dropping their print formats to offer only online versions that can be viewed on iPads and other tablet devices and smartphones. 
E)  Time magazine publishes both geographic and demographic editions in the U.S. 
A)  the magazine with the highest circulation is AARP The Magazine. 
B)  consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year. 
C)  national publications publish regional and even metro editions to reduce wasted coverage. 
D)  most magazines are dropping their print formats to offer only online versions that can be viewed on iPads and other tablet devices and smartphones. 
E)  Time magazine publishes both geographic and demographic editions in the U.S.

Question 3

three approaches to setting advertising schedules are

Accepted Answer

A)  flexible, seasonal, and continuous. 
B)  spontaneous, continuous, and intermittent. 
C)  continuous, flighting, and pulse. 
D)  daytime, primetime, and off-peak. 
E)  sporadic, intermittent, and infrequent. 
A)  flexible, seasonal, and continuous. 
B)  spontaneous, continuous, and intermittent. 
C)  continuous, flighting, and pulse. 
D)  daytime, primetime, and off-peak. 
E)  sporadic, intermittent, and infrequent.

Question 4

of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Accepted Answer

A)  a growing number of households have game consoles or DVRs. 
B)  many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services. 
C)  industry experts also predict that more than 100 million 3-D televisions will be sold by 2014. 
D)  DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints. 
E)  there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, offices, airports, and on college campuses. 
A)  a growing number of households have game consoles or DVRs. 
B)  many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services. 
C)  industry experts also predict that more than 100 million 3-D televisions will be sold by 2014. 
D)  DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints. 
E)  there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, offices, airports, and on college campuses.

Question 5

advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their long life span. 
B)  the excellent use of color graphics. 
C)  ads can be clipped and saved. 
D)  quick consumer response. 
E)  limited distraction from other features. 
A)  their long life span. 
B)  the excellent use of color graphics. 
C)  ads can be clipped and saved. 
D)  quick consumer response. 
E)  limited distraction from other features.

Question 6

Trade promotions refer to

Accepted Answer

A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B)  methods used to get a nonpersonal, indirectly paid presentation of a company products. 
C)  advertisements that show actual consumers using the product in a barter or countertrade situation. 
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E)  sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling. 
A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B)  methods used to get a nonpersonal, indirectly paid presentation of a company products. 
C)  advertisements that show actual consumers using the product in a barter or countertrade situation. 
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E)  sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.

Question 7

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Accepted Answer

A)  prize 
B)  bottom line 
C)  user 
D)  seller 
E)  brand 
A)  prize 
B)  bottom line 
C)  user 
D)  seller 
E)  brand

Question 8

Advantages of online advertising such as those offered through Google are that it is __________ and allows immediate assessment of 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

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Accepted Answer

A)  is an actress who hasn't appeared in any movies or television shows for the past five years. 
B)  is a sports figure whose team doesn't win that season. 
C)  has a messy divorce or creates a newsworthy "scene." 
D)  regains all his/her lost weight. 
E)  wins an award and doesn't thank the company for the weight-loss contribution. 
A)  is an actress who hasn't appeared in any movies or television shows for the past five years. 
B)  is a sports figure whose team doesn't win that season. 
C)  has a messy divorce or creates a newsworthy "scene." 
D)  regains all his/her lost weight. 
E)  wins an award and doesn't thank the company for the weight-loss contribution.

Question 10

advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of agency is referred to as a(n)_________.

Accepted Answer

A)  full-service agency 
B)  in-house agency 
C)  modified-service agency 
D)  promotional firm 
E)  limited-service agency 
A)  full-service agency 
B)  in-house agency 
C)  modified-service agency 
D)  promotional firm 
E)  limited-service agency

Question 11

advantage of using magazines as an advertising medium is

Accepted Answer

A)  it takes a relatively short time to place the ad. 
B)  there is little need or benefit to incorporate four-color graphics. 
C)  there is little noise in the communications process. 
D)  many are available as digital versions of their print counterparts. 
E)  the cost of placing a magazine ad is extremely low. 
A)  it takes a relatively short time to place the ad. 
B)  there is little need or benefit to incorporate four-color graphics. 
C)  there is little noise in the communications process. 
D)  many are available as digital versions of their print counterparts. 
E)  the cost of placing a magazine ad is extremely low.

Question 12

promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

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

Question 13

most sophisticated form of pretest is the __________.

Accepted Answer

A)  portfolio test 
B)  sales test 
C)  attitude test 
D)  theater test 
E)  jury test 
A)  portfolio test 
B)  sales test 
C)  attitude test 
D)  theater test 
E)  jury test

Question 14

Campbell's Kettle Soup Ad
-Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n)__________ ad.

Accepted Answer

A)  reminder product 
B)  reminder institutional 
C)  competitive product 
D)  informational institutional 
E)  pioneering product 
A)  reminder product 
B)  reminder institutional 
C)  competitive product 
D)  informational institutional 
E)  pioneering product

Question 15

Information and persuasive content are commonly 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 16

is a product placement? Provide an example of a reverse product placement.

Accepted Answer

Product placement involves the use of a

Question 17

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and their composition.

Accepted Answer

Advertising programs can range from comp

Question 18

sales promotion prominently displayed in a store aisle is called a(n)__________ display.

Accepted Answer

A)  seasonal 
B)  automated 
C)  interactive 
D)  point-of-purchase 
E)  product sampling 
A)  seasonal 
B)  automated 
C)  interactive 
D)  point-of-purchase 
E)  product sampling

Question 19

There are four commonly used forms of institutional advertising: advocacy,pioneering,competitive,and __________.

Accepted Answer

A)  sustainable 
B)  philanthropic 
C)  reminder 
D)  persuasive 
E)  informational 
A)  sustainable 
B)  philanthropic 
C)  reminder 
D)  persuasive 
E)  informational

Question 20

objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Accepted Answer

A)  infomercial 
B)  news flash 
C)  news release 
D)  news broadcast 
E)  news summary 
A)  infomercial 
B)  news flash 
C)  news release 
D)  news broadcast 
E)  news summary

Exam 18: Advertising, Sales Promotion, and Public Relations

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

of the following statements are true about magazines EXCEPT:

three approaches to setting advertising schedules are

of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

advantage of using newspapers as an advertising medium is

Trade promotions refer to

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Advantages of online advertising such as those offered through Google are that it is __________ and allows immediate assessment of its __________.

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

advantage of using magazines as an advertising medium is

promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

most sophisticated form of pretest is the __________.

Campbell's Kettle Soup Ad -Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n)__________ ad.

Information and persuasive content are commonly combined to form

is a product placement? Provide an example of a reverse product placement.

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and their composition.

sales promotion prominently displayed in a store aisle is called a(n)__________ display.

There are four commonly used forms of institutional advertising: advocacy,pioneering,competitive,and __________.

objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

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

Advantages of online advertising such as those offered through Google are that it is and allows immediate assessment of its .