Question 1

Which of the following statements about online advertising is MOST accurate?

Accepted Answer

A)  It is easier to measure the impact of online advertising than other media. 
B)  Although annoying, click fraud and webtipping are not causing real financial damage. 
C)  Although popular with the younger generation, few Baby Boomers order online. 
D)  Standards for the various formats used online are still evolving. 
E)  One way online companies benefit is through employing PTR in order to increase site traffic. 
A)  It is easier to measure the impact of online advertising than other media. 
B)  Although annoying, click fraud and webtipping are not causing real financial damage. 
C)  Although popular with the younger generation, few Baby Boomers order online. 
D)  Standards for the various formats used online are still evolving. 
E)  One way online companies benefit is through employing PTR in order to increase site traffic.

Question 2

primary purpose of a pioneering product advertisement is to

Accepted Answer

A)  tell people what the company is, what it can do, and where it is located. 
B)  tell people what a product is, what it can do, and where it can be found. 
C)  show one brand's strengths relative to those of competitors. 
D)  reinforce previous knowledge of a product. 
E)  build goodwill or an image for an organization rather than promote a specific product or service. 
A)  tell people what the company is, what it can do, and where it is located. 
B)  tell people what a product is, what it can do, and where it can be found. 
C)  show one brand's strengths relative to those of competitors. 
D)  reinforce previous knowledge of a product. 
E)  build goodwill or an image for an organization rather than promote a specific product or service.

Question 3

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

Accepted Answer

A)  The National Enquirer and The National Review 
B)  The Wall Street Journal and USA Today 
C)  The Trader and The National Enquirer 
D)  The New York Times and the Washington Post 
E)  The Christian Science Monitor and The Huffington Post 
A)  The National Enquirer and The National Review 
B)  The Wall Street Journal and USA Today 
C)  The Trader and The National Enquirer 
D)  The New York Times and the Washington Post 
E)  The Christian Science Monitor and The Huffington Post

Question 4

companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions. 
B)  watch while multitasking. 
C)  watch later on a DVR. 
D)  believe are commercial-free. 
E)  have seen previously. 
A)  avoid because there are too many commercial interruptions. 
B)  watch while multitasking. 
C)  watch later on a DVR. 
D)  believe are commercial-free. 
E)  have seen previously.

Question 5

Suppose the following information: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $312,286 and its U.S.audience size is 1,613,062.The cost of a full-page color ad in the U.S.national edition Sports Illustrated (magazine)is $238,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television)is $3,250,000 and has an audience size of 112,500,000.Using this information,which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)  reach 
B)  frequency 
C)  CPM 
D)  rating 
E)  GRP 
A)  reach 
B)  frequency 
C)  CPM 
D)  rating 
E)  GRP

Question 6

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks,but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones.The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product.Which method would it MOST LIKELY employ?

Accepted Answer

A)  Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave. 
B)  Provide a premium to build customer goodwill by receiving reduced price merchandise. 
C)  Create a sign with the simple preparation steps for display on grocers' freezer doors where the product is shelved.. 
D)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. 
E)  Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bite-sized portions of the snack to shoppers. 
A)  Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave. 
B)  Provide a premium to build customer goodwill by receiving reduced price merchandise. 
C)  Create a sign with the simple preparation steps for display on grocers' freezer doors where the product is shelved.. 
D)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. 
E)  Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bite-sized portions of the snack to shoppers.

Question 7

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

Accepted Answer

A)  is the next frontier 
B)  is the power behind change 
C)  is insatiable 
D)  separates the winners from the losers 
E)  crosses all borders 
A)  is the next frontier 
B)  is the power behind change 
C)  is insatiable 
D)  separates the winners from the losers 
E)  crosses all borders

Question 8

disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no similar competition. 
B)  they are facing increasing public concern about the environmental impact of their paper-based print versions. 
C)  the ads are perishable. 
D)  few households with telephones have them. 
E)  advertisers must create extensive databases for delivery . 
A)  there is no similar competition. 
B)  they are facing increasing public concern about the environmental impact of their paper-based print versions. 
C)  the ads are perishable. 
D)  few households with telephones have them. 
E)  advertisers must create extensive databases for delivery .

Question 9

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Accepted Answer

A)  deal 
B)  sweepstakes 
C)  sponsor-generated content 
D)  contest 
E)  loyalty program 
A)  deal 
B)  sweepstakes 
C)  sponsor-generated content 
D)  contest 
E)  loyalty program

Question 10

1&1 Ad
-type of product advertisement is the 1&1 ad shown above?

Accepted Answer

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

Question 11

While many commercials that use sex appeals gain the attention of the audience,they

Accepted Answer

A)  do not always lead to changes in consumers' recall, recognition, or purchase intent. 
B)  contain no information to help consumers. 
C)  do not appeal to either men or women. 
D)  wear out quickly, boring the consumer. 
E)  don't appeal to the Generation Y target audience. 
A)  do not always lead to changes in consumers' recall, recognition, or purchase intent. 
B)  contain no information to help consumers. 
C)  do not appeal to either men or women. 
D)  wear out quickly, boring the consumer. 
E)  don't appeal to the Generation Y target audience.

Question 12

objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations 
B)  increase frequency of purchases of new products 
C)  tout the competitive advantages of one industry over another 
D)  build goodwill or an image for an organization 
E)  promote alternative uses for a product class 
A)  generate support for nonprofit organizations 
B)  increase frequency of purchases of new products 
C)  tout the competitive advantages of one industry over another 
D)  build goodwill or an image for an organization 
E)  promote alternative uses for a product class

Question 13

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Accepted Answer

A)  trade-oriented sales promotions. 
B)  consumer-oriented promotions. 
C)  reseller-oriented promotions. 
D)  wholesaler-oriented promotions. 
E)  retailer-oriented promotions. 
A)  trade-oriented sales promotions. 
B)  consumer-oriented promotions. 
C)  reseller-oriented promotions. 
D)  wholesaler-oriented promotions. 
E)  retailer-oriented promotions.

Question 14

ad for Conseco Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

Accepted Answer

A)  rhetorical appeal 
B)  baby boomer appeal 
C)  humorous appeal 
D)  fear appeal 
E)  security appeal 
A)  rhetorical appeal 
B)  baby boomer appeal 
C)  humorous appeal 
D)  fear appeal 
E)  security appeal

Question 15

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Accepted Answer

A)  advertising; public relations 
B)  advertising; personal selling 
C)  personal selling; public relations 
D)  personal selling; direct marketing 
E)  advertising; direct marketing 
A)  advertising; public relations 
B)  advertising; personal selling 
C)  personal selling; public relations 
D)  personal selling; direct marketing 
E)  advertising; direct marketing

Question 16

political ad that incorporates a fear appeal would MOST likely be expressed as

Accepted Answer

A)  religious repercussions after death. 
B)  disenfranchisement from mainstream society. 
C)  a lack of patriotic responsibility. 
D)  a lack of self-respect or self-worth. 
E)  warnings against the rise of other unpopular ideologies. 
A)  religious repercussions after death. 
B)  disenfranchisement from mainstream society. 
C)  a lack of patriotic responsibility. 
D)  a lack of self-respect or self-worth. 
E)  warnings against the rise of other unpopular ideologies.

Question 17

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Accepted Answer

A)  $92 million 
B)  $255 million 
C)  $5 billion 
D)  $25 billion 
E)  $71 billion 
A)  $92 million 
B)  $255 million 
C)  $5 billion 
D)  $25 billion 
E)  $71 billion

Question 18

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Accepted Answer

A)  30-second 
B)  45-second 
C)  60-second 
D)  90-second 
E)  120-second 
A)  30-second 
B)  45-second 
C)  60-second 
D)  90-second 
E)  120-second

Question 19

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach potential customers with colorful long-lasting images and remind them that Trice is the source for all their gift-giving needs?

Accepted Answer

A)  prime time national television 
B)  magazines targeted toward wealthy residents of Milwaukee 
C)  radio stations that target millennials 
D)  flyers sent to all the Milwaukee zip codes 
E)  Milwaukee regional newspapers 
A)  prime time national television 
B)  magazines targeted toward wealthy residents of Milwaukee 
C)  radio stations that target millennials 
D)  flyers sent to all the Milwaukee zip codes 
E)  Milwaukee regional newspapers

Question 20

Which of the following is a trend that influences newspapers today?

Accepted Answer

A)  There is a growth in online newspapers. 
B)  Newspapers are enjoying increasing circulation. 
C)  Newspapers are increasing the number of printed pages. 
D)  More cities are increasing the number of newspapers that are available. 
E)  Cheaper newsstand prices have rekindled an interest in newspapers. 
A)  There is a growth in online newspapers. 
B)  Newspapers are enjoying increasing circulation. 
C)  Newspapers are increasing the number of printed pages. 
D)  More cities are increasing the number of newspapers that are available. 
E)  Cheaper newsstand prices have rekindled an interest in newspapers.

Which of the following statements about online advertising is MOST accurate?

primary purpose of a pioneering product advertisement is to

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

companies are now opting for commercial time on live events rather than programs that consumers might

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

disadvantage of using the yellow pages as an advertising medium is

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

1&1 Ad -type of product advertisement is the 1&1 ad shown above?

While many commercials that use sex appeals gain the attention of the audience,they

objective of institutional advertisements is to __________ rather than promote a specific product or service.

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's and .

political ad that incorporates a fear appeal would MOST likely be expressed as

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Which of the following is a trend that influences newspapers today?

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

Which of the following statements about online advertising is MOST accurate?

primary purpose of a pioneering product advertisement is to

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

companies are now opting for commercial time on live events rather than programs that consumers might

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

disadvantage of using the yellow pages as an advertising medium is

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

1&1 Ad -type of product advertisement is the 1&1 ad shown above?

While many commercials that use sex appeals gain the attention of the audience,they

objective of institutional advertisements is to __________ rather than promote a specific product or service.

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

political ad that incorporates a fear appeal would MOST likely be expressed as

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Which of the following is a trend that influences newspapers today?

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

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's and .