Question 1

disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences. 
B)  the short lead-time needed to place an ad. 
C)  the lack of noise associated with the use of magazines in the communication channel. 
D)  the infrequent nature of their publication. 
E)  there is little opportunity to tie in magazine advertisements with rest of an ad campaign. 
A)  the inability to target specific audiences. 
B)  the short lead-time needed to place an ad. 
C)  the lack of noise associated with the use of magazines in the communication channel. 
D)  the infrequent nature of their publication. 
E)  there is little opportunity to tie in magazine advertisements with rest of an ad campaign.

Question 2

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

Accepted Answer

A)  has a short exposure time. 
B)  can reach extremely large audiences. 
C)  is a low-cost medium. 
D)  has an unlimited amount of advertising time available. 
E)  can be used to convey complex messages. 
A)  has a short exposure time. 
B)  can reach extremely large audiences. 
C)  is a low-cost medium. 
D)  has an unlimited amount of advertising time available. 
E)  can be used to convey complex messages.

Question 3

Red Bull Ad
-purpose of a reminder advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits. 
B)  tell people what a product is, what it can do, and where it can be found. 
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 product is, what it can do, and where it can be found. 
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 4

Infomercials refer to

Accepted Answer

A)  public service announcements used to notify local citizens of impending danger due to weather or other natural disasters. 
B)  a form of advertisement whose sole purpose is to entertain. 
C)  program-length (30-minute) advertisements that take an educational approach to communication with potential customers. 
D)  direct-response TV and radio ads that air during the late night or weekend mornings. 
E)  educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box. 
A)  public service announcements used to notify local citizens of impending danger due to weather or other natural disasters. 
B)  a form of advertisement whose sole purpose is to entertain. 
C)  program-length (30-minute) advertisements that take an educational approach to communication with potential customers. 
D)  direct-response TV and radio ads that air during the late night or weekend mornings. 
E)  educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.

Question 5

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

Accepted Answer

A)  differentiation 
B)  philanthropic 
C)  persuasive 
D)  competitive 
E)  informational 
A)  differentiation 
B)  philanthropic 
C)  persuasive 
D)  competitive 
E)  informational

Question 6

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

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

Question 7

are the six steps for developing an advertising program?

Accepted Answer

The steps include: 
(1)identify the targ

Question 8

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states,"You can make money without __________."

Accepted Answer

A)  an MBA 
B)  doing evil 
C)  compromising ethics 
D)  cheating the other guy 
E)  working 24/7 
A)  an MBA 
B)  doing evil 
C)  compromising ethics 
D)  cheating the other guy 
E)  working 24/7

Question 9

disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)  inability to cover local markets. 
B)  long lead time for placing an ad. 
C)  long life span. 
D)  relatively high cost. 
E)  competition for reader attention with other features in the newspaper. 
A)  inability to cover local markets. 
B)  long lead time for placing an ad. 
C)  long life span. 
D)  relatively high cost. 
E)  competition for reader attention with other features in the newspaper.

Question 10

of the following statements are true about newspapers EXCEPT:

Accepted Answer

A)  many newspapers are adding complementary digital versions that can be viewed on tablet devices and smartphones. 
B)  newspapers are generally limited to ads that call for an immediate customer response. 
C)  readers of news-oriented content are moving toward free websites and mobile services. 
D)  most newspapers have recently experienced a surge in both circulation and advertising revenue. 
E)  newspapers are an important local medium with excellent reach potential. 
A)  many newspapers are adding complementary digital versions that can be viewed on tablet devices and smartphones. 
B)  newspapers are generally limited to ads that call for an immediate customer response. 
C)  readers of news-oriented content are moving toward free websites and mobile services. 
D)  most newspapers have recently experienced a surge in both circulation and advertising revenue. 
E)  newspapers are an important local medium with excellent reach potential.

Question 11

During a visit to superbowl-ads.com,you will find

Accepted Answer

A)  the worst Super Bowl TV ads ever made. 
B)  a rating of advertising agencies that produced ads for recent Super Bowls. 
C)  the ads that ran during the last 14 Super Bowls. 
D)  a look at how Super Bowl TV ads are made. 
E)  ads that never aired during a Super Bowl. 
A)  the worst Super Bowl TV ads ever made. 
B)  a rating of advertising agencies that produced ads for recent Super Bowls. 
C)  the ads that ran during the last 14 Super Bowls. 
D)  a look at how Super Bowl TV ads are made. 
E)  ads that never aired during a Super Bowl.

Question 12

popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

Accepted Answer

A)  premium 
B)  sweepstakes 
C)  deal 
D)  contest 
E)  trade promotion 
A)  premium 
B)  sweepstakes 
C)  deal 
D)  contest 
E)  trade promotion

Question 13

printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it 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)  news release 
B)  public trade announcement 
C)  lobbying 
D)  news conference 
E)  event management 
A)  news release 
B)  public trade announcement 
C)  lobbying 
D)  news conference 
E)  event management

Question 14

Google developed two business practice tools __________ and __________ to (1)help advertisers create ads and (2)help content providers generate advertising revenue.

Accepted Answer

A)  AdWords; AdSense 
B)  AdPage; AdSense 
C)  AdLeaf; AdCall 
D)  AdFolio; AdSummon 
E)  AdRank; AdTag 
A)  AdWords; AdSense 
B)  AdPage; AdSense 
C)  AdLeaf; AdCall 
D)  AdFolio; AdSummon 
E)  AdRank; AdTag

Question 15

terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)  the amount of time between repeat purchases for a given product. 
B)  how often new buyers enter the market to buy a product. 
C)  the amount of time for a buyer to enter and exit a product's life cycle. 
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
E)  the ratio of repeat purchases to the number of buyers for an offering. 
A)  the amount of time between repeat purchases for a given product. 
B)  how often new buyers enter the market to buy a product. 
C)  the amount of time for a buyer to enter and exit a product's life cycle. 
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
E)  the ratio of repeat purchases to the number of buyers for an offering.

Question 16

advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________.

Accepted Answer

A)  full-service agencies 
B)  in-house agencies 
C)  modified-service agencies 
D)  limited-service agencies 
E)  promotional firms 
A)  full-service agencies 
B)  in-house agencies 
C)  modified-service agencies 
D)  limited-service agencies 
E)  promotional firms

Question 17

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy, most women do not. 
B)  What women find sexy, most men do not. 
C)  Sex in advertising typically appeals to only younger audiences. 
D)  An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent. 
E)  Sex in advertising alienates a large segment of the conservative right. 
A)  What men find sexy, most women do not. 
B)  What women find sexy, most men do not. 
C)  Sex in advertising typically appeals to only younger audiences. 
D)  An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent. 
E)  Sex in advertising alienates a large segment of the conservative right.

Question 18

advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly. 
B)  it has universal appeal. 
C)  it is particularly suited to national campaigns. 
D)  it has good reach and frequency. 
E)  it is especially suited for persuasive advertisements. 
A)  it is environmentally friendly. 
B)  it has universal appeal. 
C)  it is particularly suited to national campaigns. 
D)  it has good reach and frequency. 
E)  it is especially suited for persuasive advertisements.

Question 19

type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as a(n)_________.

Accepted Answer

A)  authoritarian appeal 
B)  coercive appeal 
C)  family appeal 
D)  humorous appeal 
E)  sex appeal 
A)  authoritarian appeal 
B)  coercive appeal 
C)  family appeal 
D)  humorous appeal 
E)  sex appeal

Question 20

Chevron Ad
-the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

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

Exam 18: Advertising, Sales Promotion, and Public Relations

disadvantage of using magazines as an advertising medium is

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

Red Bull Ad -purpose of a reminder advertisement is to

Infomercials refer to

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

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

are the six steps for developing an advertising program?

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states,"You can make money without __________."

disadvantage of using newspapers as an advertising medium is their

of the following statements are true about newspapers EXCEPT:

During a visit to superbowl-ads.com,you will find

popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it 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?

Google developed two business practice tools __________ and __________ to (1)help advertisers create ads and (2)help content providers generate advertising revenue.

terms of scheduling advertising,buyer turnover refers to

advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________.

Which of the following statements describes a potential problem with using sex appeals in advertising?

advantage of using billboards as an advertising medium is

type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as a(n)_________.

Chevron Ad -the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

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

Google developed two business practice tools and to (1)help advertisers create ads and (2)help content providers generate advertising revenue.