Question 1

1&1 Ad
-Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Accepted Answer

A)  advocacy 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder 
A)  advocacy 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder

Question 2

Advertising refers to

Accepted Answer

A)  any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
B)  any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. 
C)  any non-paid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. 
D)  any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E)  any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor. 
A)  any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
B)  any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. 
C)  any non-paid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. 
D)  any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E)  any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Question 3

Advertisers are excited about online TV because

Accepted Answer

A)  ads look better on computer screens. 
B)  it will offer target audiences who are engaged in the programming. 
C)  there will be more advertising space available. 
D)  its utilizes new technology. 
E)  measuring effectiveness will be easier. 
A)  ads look better on computer screens. 
B)  it will offer target audiences who are engaged in the programming. 
C)  there will be more advertising space available. 
D)  its utilizes new technology. 
E)  measuring effectiveness will be easier.

Question 4

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.Readers are encouraged to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)  premium 
B)  sweepstakes 
C)  contest 
D)  deal 
E)  end-run sample 
A)  premium 
B)  sweepstakes 
C)  contest 
D)  deal 
E)  end-run sample

Question 5

1&1 Ad
-ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder 
A)  reinforcement 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder

Question 6

The World Wide Fund for Nature Ad
-testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use _________.

Accepted Answer

A)  compassionate appeals 
B)  guilt appeals 
C)  family appeals 
D)  fear appeals 
E)  coercive appeals 
A)  compassionate appeals 
B)  guilt appeals 
C)  family appeals 
D)  fear appeals 
E)  coercive appeals

Question 7

Starch Test Image
-Starch test is a(n)__________ to determine the percentage of those who (1)remember seeing a specific magazine ad (noted), (2)saw or read any part of the ad identifying the product or brand (seen-associated), (3)read any part of the ad's copy (read some),and (4)read at least half of the ad (read most).

Accepted Answer

A)  aided recall test 
B)  attitude test 
C)  prompted response test 
D)  inquiry test 
E)  concept test 
A)  aided recall test 
B)  attitude test 
C)  prompted response test 
D)  inquiry test 
E)  concept test

Question 8

way TV advertising can reduce wasted coverage is to

Accepted Answer

A)  identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers. 
B)  run shorter ads in a greater number of geographical areas. 
C)  identify specific times of day or night when the target audience would be more likely to tune in. 
D)  develop more creative ads so that more people will choose to see them. 
E)  run the ads on less expensive, narrowly focused, specialized cable and satellite channels. 
A)  identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers. 
B)  run shorter ads in a greater number of geographical areas. 
C)  identify specific times of day or night when the target audience would be more likely to tune in. 
D)  develop more creative ads so that more people will choose to see them. 
E)  run the ads on less expensive, narrowly focused, specialized cable and satellite channels.

Question 9

disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium, it has attracted limited use. 
B)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. 
C)  the medium is new so standards for various formats are still evolving. 
D)  it often creates more traffic than a firm can actually handle. 
E)  pay-per-click search ads on Google are expensive and ineffective. 
A)  as a relatively new medium, it has attracted limited use. 
B)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. 
C)  the medium is new so standards for various formats are still evolving. 
D)  it often creates more traffic than a firm can actually handle. 
E)  pay-per-click search ads on Google are expensive and ineffective.

Question 10

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

A)  snowboards 
B)  automobiles 
C)  bottled water 
D)  toothpaste 
E)  bathroom cleaners 
A)  snowboards 
B)  automobiles 
C)  bottled water 
D)  toothpaste 
E)  bathroom cleaners

Question 11

Google's mission is

Accepted Answer

A)  to receive 20 billion inquiries each day. 
B)  to be the first company to generate $100 billion in revenues every year. 
C)  to be the most socially responsible company on earth. 
D)  to obtain corporate sustainability by the year 2015. 
E)  to organize the world's information and make it universally accessible and useful. 
A)  to receive 20 billion inquiries each day. 
B)  to be the first company to generate $100 billion in revenues every year. 
C)  to be the most socially responsible company on earth. 
D)  to obtain corporate sustainability by the year 2015. 
E)  to organize the world's information and make it universally accessible and useful.

Question 12

traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or _________.

Accepted Answer

A)  out-of-home advertising 
B)  invasive placements 
C)  electronic advertising 
D)  product placements 
E)  cooperative advertising 
A)  out-of-home advertising 
B)  invasive placements 
C)  electronic advertising 
D)  product placements 
E)  cooperative advertising

Question 13

advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets. 
B)  messages are automatically translated into multiple languages. 
C)  Internet advertising can use rich media to create interactive ads. 
D)  initial encoding is easily outsourced. 
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product. 
A)  there is no need to segment markets. 
B)  messages are automatically translated into multiple languages. 
C)  Internet advertising can use rich media to create interactive ads. 
D)  initial encoding is easily outsourced. 
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.

Question 14

researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A)  inquiry testing 
B)  concept testing 
C)  portfolio testing 
D)  aided recall 
E)  unaided recall 
A)  inquiry testing 
B)  concept testing 
C)  portfolio testing 
D)  aided recall 
E)  unaided recall

Question 15

During the 2010 winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Accepted Answer

A)  news release 
B)  news conference 
C)  public service announcement 
D)  cooperative advertising 
E)  limited-service advertising 
A)  news release 
B)  news conference 
C)  public service announcement 
D)  cooperative advertising 
E)  limited-service advertising

Question 16

M&Ms Ad
-M&Ms ad shown above is an example of which type of advertising?

Accepted Answer

A)  reminder 
B)  competitive 
C)  pioneering 
D)  institutional 
E)  differentiation 
A)  reminder 
B)  competitive 
C)  pioneering 
D)  institutional 
E)  differentiation

Question 17

Geico Ad
-Geico ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder 
B)  fear 
C)  sex 
D)  cognitive 
E)  humor 
A)  reminder 
B)  fear 
C)  sex 
D)  cognitive 
E)  humor

Question 18

Figure 18-5
-According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Accepted Answer

A)  a full-service agency 
B)  a limited-service agency 
C)  an in-house agency 
D)  a multi-media agency 
E)  a social media agency 
A)  a full-service agency 
B)  a limited-service agency 
C)  an in-house agency 
D)  a multi-media agency 
E)  a social media agency

Question 19

planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  trade announcement 
B)  news release 
C)  infomercial 
D)  news conference 
E)  public trade announcement 
A)  trade announcement 
B)  news release 
C)  infomercial 
D)  news conference 
E)  public trade announcement

Question 20

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people

1&1 Ad -Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Advertising refers to

Advertisers are excited about online TV because

1&1 Ad -ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

The World Wide Fund for Nature Ad -testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO₂ poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use _________.

way TV advertising can reduce wasted coverage is to

disadvantage of using the Internet as an advertising medium is

Flighting schedules would most likely be used for advertising __________.

Google's mission is

traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or _________.

advantage of using the Internet as an advertising medium is

researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

During the 2010 winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

M&Ms Ad -M&Ms ad shown above is an example of which type of advertising?

Geico Ad -Geico ad shown above is an example of which type of appeal?

Figure 18-5 -According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

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

1&1 Ad -Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Advertising refers to

Advertisers are excited about online TV because

1&1 Ad -ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

The World Wide Fund for Nature Ad -testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use _________.

way TV advertising can reduce wasted coverage is to

disadvantage of using the Internet as an advertising medium is

Flighting schedules would most likely be used for advertising __________.

Google's mission is

traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or _________.

advantage of using the Internet as an advertising medium is

researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

During the 2010 winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

M&Ms Ad -M&Ms ad shown above is an example of which type of advertising?

Geico Ad -Geico ad shown above is an example of which type of appeal?

Figure 18-5 -According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

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 World Wide Fund for Nature Ad -testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO₂ poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use _________.