Question 1

Google is the dominant provider of online search requests and receives more than __________ of the search advertising revenue.

Accepted Answer

A)  30 percent 
B)  40 percent 
C)  50 percent 
D)  60 percent 
E)  70 percent 
A)  30 percent 
B)  40 percent 
C)  50 percent 
D)  60 percent 
E)  70 percent

Question 2

paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Accepted Answer

A)  publicity 
B)  sales promotion 
C)  advertising 
D)  personal selling 
E)  direct marketing 
A)  publicity 
B)  sales promotion 
C)  advertising 
D)  personal selling 
E)  direct marketing

Question 3

Which of the following statements regarding billboards is MOST accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products. 
B)  Billboards are well-suited for pioneering product advertising. 
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. 
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E)  Billboards are more effective in rural areas than in metropolitan areas. 
A)  Billboards are a good supplemental reinforcement for well-known products. 
B)  Billboards are well-suited for pioneering product advertising. 
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. 
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E)  Billboards are more effective in rural areas than in metropolitan areas.

Question 4

Philip Morris changed its name to Altria,it ran __________institutional ads to inform consumers.

Accepted Answer

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

Question 5

Product advertisements refer to advertisements that focus on

Accepted Answer

A)  a product class rather than on an individual brand. 
B)  building goodwill or an image for an organization. 
C)  counteracting negative opinions. 
D)  selling a product or service. 
E)  clarifying misconceptions. 
A)  a product class rather than on an individual brand. 
B)  building goodwill or an image for an organization. 
C)  counteracting negative opinions. 
D)  selling a product or service. 
E)  clarifying misconceptions.

Question 6

advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition. 
B)  the print pages are quicker and easier to use than the Internet. 
C)  they are more mobile than other information sources. 
D)  they have excellent coverage of geographic segments. 
E)  there are no delivery costs. 
A)  there is no competition. 
B)  the print pages are quicker and easier to use than the Internet. 
C)  they are more mobile than other information sources. 
D)  they have excellent coverage of geographic segments. 
E)  there are no delivery costs.

Question 7

competitive (or persuasive)ad

Accepted Answer

A)  reinforces previous knowledge of a product. 
B)  assures current users they made the right choice. 
C)  promotes a specific brand's features and benefits. 
D)  tells people what a product is, what it can do, and where it can be found. 
E)  shows one brand's strengths relative to those of competitors. 
A)  reinforces previous knowledge of a product. 
B)  assures current users they made the right choice. 
C)  promotes a specific brand's features and benefits. 
D)  tells people what a product is, what it can do, and where it can be found. 
E)  shows one brand's strengths relative to those of competitors.

Question 8

two advantages and two disadvantages of using yellow pages,Internet,and billboards for advertising.

Accepted Answer

Two advantages of using yellow pages for

Question 9

Chevron Ad
-Chevron places ads like the one shown above,it conveys its position of supporting renewable energy despite the public perception of its role in the energy shortage.Which type of advertising is Chevron using?

Accepted Answer

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

Question 10

of the following are shortcomings of advertising EXCEPT:

Accepted Answer

A)  compensating actors is very expensive. 
B)  shooting commercials in several locations for global campaigns has increased. 
C)  replacing actors with computer-generated animation is ineffective since the actors are better able to translate a copywriter's message into fear, sex, or humorous appeal ads 
D)  designing quality artwork, layout, and production for advertisements is time consuming. 
E)  translating the copywriter's ideas into an actual advertisement is a complex process. 
A)  compensating actors is very expensive. 
B)  shooting commercials in several locations for global campaigns has increased. 
C)  replacing actors with computer-generated animation is ineffective since the actors are better able to translate a copywriter's message into fear, sex, or humorous appeal ads 
D)  designing quality artwork, layout, and production for advertisements is time consuming. 
E)  translating the copywriter's ideas into an actual advertisement is a complex process.

Question 11

limited-service agency refers to

Accepted Answer

A)  an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design. 
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. 
C)  an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. 
D)  firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. 
E)  one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money. 
A)  an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design. 
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. 
C)  an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. 
D)  firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. 
E)  one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money.

Question 12

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a buy one,get one free promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

A)  a deal 
B)  a contest 
C)  a premium 
D)  a rebate 
E)  a sample 
A)  a deal 
B)  a contest 
C)  a premium 
D)  a rebate 
E)  a sample

Question 13

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

Accepted Answer

A)  has a short exposure time. 
B)  is a low-cost medium. 
C)  as an unlimited amount of advertising time available. 
D)  can be used to convey complex messages. 
E)  can use pictures, print, sound, and motion. 
A)  has a short exposure time. 
B)  is a low-cost medium. 
C)  as an unlimited amount of advertising time available. 
D)  can be used to convey complex messages. 
E)  can use pictures, print, sound, and motion.

Question 14

help advertisers place ads based on their search-engine results,Google developed an online tool called __________.

Accepted Answer

A)  AdPage 
B)  AdLeaf 
C)  AdRank. 
D)  AdWords 
E)  AdRank 
A)  AdPage 
B)  AdLeaf 
C)  AdRank. 
D)  AdWords 
E)  AdRank

Question 15

disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  the proliferation of directories in many cities. 
B)  they have extensive accountability and ROI metrics. 
C)  the ads are perishable. 
D)  few households with telephones have them. 
E)  advertisers must create extensive databases for delivery. 
A)  the proliferation of directories in many cities. 
B)  they have extensive accountability and ROI metrics. 
C)  the ads are perishable. 
D)  few households with telephones have them. 
E)  advertisers must create extensive databases for delivery.

Question 16

sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

Accepted Answer

A)  contest 
B)  challenge 
C)  competition 
D)  sweepstakes 
E)  public relations campaign 
A)  contest 
B)  challenge 
C)  competition 
D)  sweepstakes 
E)  public relations campaign

Question 17

radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Accepted Answer

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

Question 18

advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

Accepted Answer

A)  competitive institutional advertisement. 
B)  competitive product advertisement. 
C)  reminder institutional advertisement. 
D)  advocacy institutional advertisement. 
E)  pioneering institutional advertisement. 
A)  competitive institutional advertisement. 
B)  competitive product advertisement. 
C)  reminder institutional advertisement. 
D)  advocacy institutional advertisement. 
E)  pioneering institutional advertisement.

Question 19

of the following statements are true about coupons EXCEPT:

Accepted Answer

A)  consumers delay product purchases as they wait for coupons. 
B)  studies suggest that market share decreases slightly during the period immediately before coupons are distributed. 
C)  Groupon, LivingSocial, and other daily couponing services is expected to explode by 2015. 
D)  online coupons are growing but only account for a small percentage of total coupon redemptions. 
E)  most are distributed as freestanding inserts in newspapers. 
A)  consumers delay product purchases as they wait for coupons. 
B)  studies suggest that market share decreases slightly during the period immediately before coupons are distributed. 
C)  Groupon, LivingSocial, and other daily couponing services is expected to explode by 2015. 
D)  online coupons are growing but only account for a small percentage of total coupon redemptions. 
E)  most are distributed as freestanding inserts in newspapers.

Question 20

most common form of outdoor advertising is/are __________.

Accepted Answer

A)  transit 
B)  point-of-purchase displays 
C)  billboards 
D)  kiosks 
E)  in-store signage 
A)  transit 
B)  point-of-purchase displays 
C)  billboards 
D)  kiosks 
E)  in-store signage

Exam 18: Advertising, Sales Promotion, and Public Relations

Google is the dominant provider of online search requests and receives more than __________ of the search advertising revenue.

paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Which of the following statements regarding billboards is MOST accurate?

Philip Morris changed its name to Altria,it ran __________institutional ads to inform consumers.

Product advertisements refer to advertisements that focus on

advantage of using the yellow pages as an advertising medium is

competitive (or persuasive)ad

two advantages and two disadvantages of using yellow pages,Internet,and billboards for advertising.

Chevron Ad -Chevron places ads like the one shown above,it conveys its position of supporting renewable energy despite the public perception of its role in the energy shortage.Which type of advertising is Chevron using?

of the following are shortcomings of advertising EXCEPT:

limited-service agency refers to

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a buy one,get one free promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

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

help advertisers place ads based on their search-engine results,Google developed an online tool called __________.

disadvantage of using the yellow pages as an advertising medium is

sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

of the following statements are true about coupons EXCEPT:

most common form of outdoor advertising is/are __________.

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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