Question 1

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand

Question 2

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

Accepted Answer

A) has a long exposure time. 
B) has a perishable message. 
C) has an unlimited amount of advertising time available. 
D) allows ads to be placed quickly. 
E) is relatively simple to convey complex messages. 
A) has a long exposure time. 
B) has a perishable message. 
C) has an unlimited amount of advertising time available. 
D) allows ads to be placed quickly. 
E) is relatively simple to convey complex messages.

Question 3

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A) a sample 
B) a deal 
C) a premium 
D) a point-of-purchase display 
E) an introductory offer 
A) a sample 
B) a deal 
C) a premium 
D) a point-of-purchase display 
E) an introductory offer

Question 4

When 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

7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons,such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as __________.

Accepted Answer

A) a product placement 
B) product continuity 
C) a reverse product placement 
D) trade-oriented sales promotion 
E) subliminal advertising 
A) a product placement 
B) product continuity 
C) a reverse product placement 
D) trade-oriented sales promotion 
E) subliminal advertising

Question 6

A testimonial ad for a First Alert carbon monoxide (CO)detector features parents who are discussing the dangers of carbon monoxide 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

Pulse scheduling would most likely be used for advertising __________.

Accepted Answer

A) bathroom cleaning supplies 
B) breakfast cereal 
C) socks 
D) motor oil 
E) long-stemmed roses 
A) bathroom cleaning supplies 
B) breakfast cereal 
C) socks 
D) motor oil 
E) long-stemmed roses

Question 8

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Accepted Answer

A) prize 
B) bottom line 
C) user 
D) seller 
E) brand 
A) prize 
B) bottom line 
C) user 
D) seller 
E) brand

Question 9

Bernina,a sewing machine manufacturer,has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ sales promotion tool.

Accepted Answer

A) sweepstakes 
B) lottery 
C) contest 
D) premium 
E) deal 
A) sweepstakes 
B) lottery 
C) contest 
D) premium 
E) deal

Question 10

The purpose of reminder institutional advertisements is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a company is,what it can do,and where it is located. 
C) state the position of a company on an issue. 
D) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another. 
A) promote a specific brand's features and benefits. 
B) tell people what a company is,what it can do,and where it is located. 
C) state the position of a company on an issue. 
D) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another.

Question 11

Which sales promotion tool is the best match for the growth in consumer (or user)-generated content?

Accepted Answer

A) samples 
B) sweepstakes 
C) coupons 
D) contests 
E) deals 
A) samples 
B) sweepstakes 
C) coupons 
D) contests 
E) deals

Question 12

The Starch test used aided recall to determine the percentage of those (1)remember seeing a specific magazine ad, (2)who saw or read any part of the ad identifying the product or brand, (3)who read any part of the ad's copy,and (4)__________.

Accepted Answer

A) who read at least half of the ad 
B) who felt the ad was vague or ambiguous 
C) who felt elements of the ad were inappropriate 
D) who could summarize the key ad points in their own words 
E) who remembered having seen the ad before and had already tried the product 
A) who read at least half of the ad 
B) who felt the ad was vague or ambiguous 
C) who felt elements of the ad were inappropriate 
D) who could summarize the key ad points in their own words 
E) who remembered having seen the ad before and had already tried the product

Question 13

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 its loyal customers with colorful long-lasting images and which reminds 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 targets 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 targets millennials 
D) flyers sent to all the Milwaukee zip codes 
E) Milwaukee regional newspapers

Question 14

Google is the dominant provider of online search requests and receives about __________ 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 15

Software programs called __________,is a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A) click spiders 
B) clickbots 
C) click spam 
D) click hammers 
E) click tippers 
A) click spiders 
B) clickbots 
C) click spam 
D) click hammers 
E) click tippers

Question 16

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Accepted Answer

A) the exposure rate 
B) GRPs 
C) frequency 
D) the hit rate 
E) CPM 
A) the exposure rate 
B) GRPs 
C) frequency 
D) the hit rate 
E) CPM

Question 17

Recently,McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal.These toys are an example of a __________.

Accepted Answer

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

Question 18

Although Nutri-System and Jenny Craig dieting systems often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Accepted Answer

A) is an actor/actress who hasn't appeared in any movies or television shows for the past five years. 
B) is a sports figure whose team doesn't win that season. 
C) has a messy divorce. 
D) regains all his/her lost weight. 
E) wins an award and doesn't thank the company for the weight-loss contribution. 
A) is an actor/actress who hasn't appeared in any movies or television shows for the past five years. 
B) is a sports figure whose team doesn't win that season. 
C) has a messy divorce. 
D) regains all his/her lost weight. 
E) wins an award and doesn't thank the company for the weight-loss contribution.

Question 19

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

Question 20

One 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) the antagonism with environmentalists. 
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) the antagonism with environmentalists.

Exam 18: Advertising, Sales Promotion, and Public Relations

Identify the three different approaches used to schedule advertising.

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

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons,such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as __________.

A testimonial ad for a First Alert carbon monoxide (CO)detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use __________.

Pulse scheduling would most likely be used for advertising __________.

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Bernina,a sewing machine manufacturer,has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ sales promotion tool.

The purpose of reminder institutional advertisements is to

Which sales promotion tool is the best match for the growth in consumer (or user)-generated content?

The Starch test used aided recall to determine the percentage of those (1)remember seeing a specific magazine ad, (2)who saw or read any part of the ad identifying the product or brand, (3)who read any part of the ad's copy,and (4)__________.

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

Software programs called __________,is a form of click fraud where the software is used to produce automatic clicks on ads.

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Recently,McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal.These toys are an example of a __________.

Although Nutri-System and Jenny Craig dieting systems often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

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).

One disadvantage of using magazines as an advertising medium is

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters