Question 1

advertising messages are made up of two elements,which are

Accepted Answer

A)  expository and persuasional. 
B)  informational and persuasional. 
C)  informational and creative. 
D)  functional and persuasional. 
E)  creative and expository. 
A)  expository and persuasional. 
B)  informational and persuasional. 
C)  informational and creative. 
D)  functional and persuasional. 
E)  creative and expository.

Question 2

Product advertisements focus on selling __________.

Accepted Answer

A)  an idea or a concept 
B)  an emotion or a feeling 
C)  a sense of well-being 
D)  goodwill 
E)  a product or service 
A)  an idea or a concept 
B)  an emotion or a feeling 
C)  a sense of well-being 
D)  goodwill 
E)  a product or service

Question 3

and briefly define the four forms of institutional advertising.

Accepted Answer

There are four alternative forms of inst

Question 4

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo

Question 5

a(n)__________ test,the test ad is placed in a collection with several other ads and stories,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)  pretest 
B)  range test 
C)  group test 
D)  portfolio test 
E)  assortment test. 
A)  pretest 
B)  range test 
C)  group test 
D)  portfolio test 
E)  assortment test.

Question 6

advantage of using magazines as an advertising medium is

Accepted Answer

A)  the relatively short time it takes to place an ad. 
B)  high-quality color is available if needed or desired. 
C)  the cost of placing a magazine ad is extremely low. 
D)  the ease of translating consumer interests into a successful publication. 
E)  there is little need or benefit to incorporate four-color graphics. 
A)  the relatively short time it takes to place an ad. 
B)  high-quality color is available if needed or desired. 
C)  the cost of placing a magazine ad is extremely low. 
D)  the ease of translating consumer interests into a successful publication. 
E)  there is little need or benefit to incorporate four-color graphics.

Question 7

Program-length (30-minute)advertisements that take an educational approach to communication with potential customers are referred to as __________.

Accepted Answer

A)  advertorials 
B)  infomercials 
C)  advermercials 
D)  edutainment ads 
E)  extended advertising messages 
A)  advertorials 
B)  infomercials 
C)  advermercials 
D)  edutainment ads 
E)  extended advertising messages

Question 8

online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Accepted Answer

A)  show 
B)  track 
C)  monitor 
D)  explain 
E)  display 
A)  show 
B)  track 
C)  monitor 
D)  explain 
E)  display

Question 9

primary purpose of a competitive advertisement is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found. 
B)  assure current users they made the right choice. 
C)  reinforce previous knowledge of a product. 
D)  promote a specific brand's features and benefits. 
E)  promote the advantages of one product class over another. 
A)  tell people what a product is, what it can do, and where it can be found. 
B)  assure current users they made the right choice. 
C)  reinforce previous knowledge of a product. 
D)  promote a specific brand's features and benefits. 
E)  promote the advantages of one product class over another.

Question 10

advantage of using magazines as an advertising medium is

Accepted Answer

A)  the cost of placing a magazine ad is extremely low. 
B)  it takes a relatively short time to place the ad. 
C)  the ads can be clipped and saved. 
D)  the ease of translating consumer interests into a successful publication. 
E)  there is little need or benefit to incorporate four-color graphics. 
A)  the cost of placing a magazine ad is extremely low. 
B)  it takes a relatively short time to place the ad. 
C)  the ads can be clipped and saved. 
D)  the ease of translating consumer interests into a successful publication. 
E)  there is little need or benefit to incorporate four-color graphics.

Question 11

use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A)  creates a humorous appeal. 
B)  avoids the possibility of a spokesperson's image changing. 
C)  creates a fear appeal. 
D)  creates a product ambiance that limits its appeal to older consumers. 
E)  targets the Gen Y consumer. 
A)  creates a humorous appeal. 
B)  avoids the possibility of a spokesperson's image changing. 
C)  creates a fear appeal. 
D)  creates a product ambiance that limits its appeal to older consumers. 
E)  targets the Gen Y consumer.

Question 12

are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp

Question 13

Figure 18-2B
-respect to Figure 18-2B above,the pie "slice" labeled "E," or __________,has 9% of the total advertising expenditures.

Accepted Answer

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

Question 14

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Accepted Answer

A)  transit advertising 
B)  mobile advertising 
C)  motorized billboards 
D)  mobile signage 
E)  transportation advertising 
A)  transit advertising 
B)  mobile advertising 
C)  motorized billboards 
D)  mobile signage 
E)  transportation advertising

Question 15

Which of the following statements about sales tests is MOST accurate?

Accepted Answer

A)  With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. 
B)  With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C)  Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D)  In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E)  In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. 
A)  With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. 
B)  With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C)  Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D)  In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E)  In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Question 16

means by which an advertising message is communicated to the target audience is through

Accepted Answer

A)  advertising media. 
B)  reach and frequency. 
C)  a source. 
D)  CPM. 
E)  celebrity spokespeople. 
A)  advertising media. 
B)  reach and frequency. 
C)  a source. 
D)  CPM. 
E)  celebrity spokespeople.

Question 17

ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Accepted Answer

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

Question 18

Figure 18-2B
-respect to Figure 18-2B above,the pie "slice" labeled "D," or __________,has 8% of the total advertising expenditures.

Accepted Answer

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

Question 19

local television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A)  10 
B)  20 
C)  30 
D)  40 
E)  50 
A)  10 
B)  20 
C)  30 
D)  40 
E)  50

Question 20

disadvantage of using newspapers as an advertising medium is their __________.

Accepted Answer

A)  relatively poor color reproduction 
B)  inability to cover local markets 
C)  long lead time for placing an ad 
D)  relatively high cost 
E)  lack of noise during the communication process 
A)  relatively poor color reproduction 
B)  inability to cover local markets 
C)  long lead time for placing an ad 
D)  relatively high cost 
E)  lack of noise during the communication process

Exam 18: Advertising, Sales Promotion, and Public Relations

advertising messages are made up of two elements,which are

Product advertisements focus on selling __________.

and briefly define the four forms of institutional advertising.

What is cooperative advertising?

a(n)__________ test,the test ad is placed in a collection with several other ads and stories,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

advantage of using magazines as an advertising medium is

Program-length (30-minute)advertisements that take an educational approach to communication with potential customers are referred to as __________.

online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

primary purpose of a competitive advertisement is to

advantage of using magazines as an advertising medium is

use of deceased celebrities such as John Wayne or Fred Astaire in commercials

are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Figure 18-2B -respect to Figure 18-2B above,the pie "slice" labeled "E," or __________,has 9% of the total advertising expenditures.

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Which of the following statements about sales tests is MOST accurate?

means by which an advertising message is communicated to the target audience is through

ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Figure 18-2B -respect to Figure 18-2B above,the pie "slice" labeled "D," or __________,has 8% of the total advertising expenditures.

local television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

disadvantage of using newspapers as an advertising medium is their __________.

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

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