Question 1

A pioneering (or informational)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 2

According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Accepted Answer

A) a full-service agency 
B) a limited-service agency 
C) an in-house agency 
D) a multi-media agency 
E) a social media agency 
A) a full-service agency 
B) a limited-service agency 
C) an in-house agency 
D) a multi-media agency 
E) a social media agency

Question 3

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A) it takes a relatively short time to place the ad 
B) the cost of placing a magazine ad is extremely low 
C) a magazine ad has a long life 
D) it is easy to translate consumer interests into a successful publication 
E) there is little need or benefit to incorporate four-color graphics 
A) it takes a relatively short time to place the ad 
B) the cost of placing a magazine ad is extremely low 
C) a magazine ad has a long life 
D) it is easy to translate consumer interests into a successful publication 
E) there is little need or benefit to incorporate four-color graphics

Question 4

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

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

Question 5

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u

Question 6

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 $327,897 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition Sports Illustrated (magazine)is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl (television)is $3,800,000 and has an audience size of 108,400,000.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 7

Advertising agency 72andSunny was recently named Advertising Age magazine's U.S.Agency of the Year.72andSunny has developed campaigns for all of the following clients EXCEPT:

Accepted Answer

A) K-Swiss. 
B) Geico. 
C) Samsung. 
D) Sonos. 
E) Carl's Jr. 
A) K-Swiss. 
B) Geico. 
C) Samsung. 
D) Sonos. 
E) Carl's Jr.

Question 8

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

Accepted Answer

A) offline TV viewers 
B) traditional broadcast viewers 
C) online TV viewers 
D) satellite TV viewers 
E) cable TV viewers 
A) offline TV viewers 
B) traditional broadcast viewers 
C) online TV viewers 
D) satellite TV viewers 
E) cable TV viewers

Question 9

In the DiGiorno ad above,DiGiorno is introducing its new Pizzeria! Pizza.What type of product advertisement is this ad?

Accepted Answer

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

Question 10

The first decision in developing an advertising program is to

Accepted Answer

A) set the budget. 
B) specify the advertising objectives. 
C) identify the target audience. 
D) select the appeal. 
E) select the media. 
A) set the budget. 
B) specify the advertising objectives. 
C) identify the target audience. 
D) select the appeal. 
E) select the media.

Question 11

In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Accepted Answer

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

Question 12

Today,there are two popular variations of sweepstakes: (1)one that offers products that consumers value as the prize and (2)one that offers __________.

Accepted Answer

A) double or triple the face value of a coupon as the prize 
B) a free sample of the firm's product as the prize 
C) an "experience" as the prize 
D) a cash rebate for the purchase of the firm's product as the prize 
E) a BOGO deal as the prize 
A) double or triple the face value of a coupon as the prize 
B) a free sample of the firm's product as the prize 
C) an "experience" as the prize 
D) a cash rebate for the purchase of the firm's product as the prize 
E) a BOGO deal as the prize

Question 13

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

A) snowboards 
B) automobiles 
C) bottled water 
D) toothpaste 
E) bathroom cleaner 
A) snowboards 
B) automobiles 
C) bottled water 
D) toothpaste 
E) bathroom cleaner

Question 14

When Bebe,a contemporary women's clothing store,uses seductive imagery in its advertising,it is using which type of advertising appeal?

Accepted Answer

A) reminder 
B) fear 
C) sex 
D) guilt 
E) self-esteem 
A) reminder 
B) fear 
C) sex 
D) guilt 
E) self-esteem

Question 15

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Accepted Answer

A) reinforcement 
B) comparative 
C) persuasive 
D) informative 
E) reminder 
A) reinforcement 
B) comparative 
C) persuasive 
D) informative 
E) reminder

Question 16

The U.S.Army ad shown above is an example of a(n)__________ advertisement.

Accepted Answer

A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) advocacy 
E) subliminal institutional 
A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) advocacy 
E) subliminal institutional

Question 17

The Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad; (2)saw or read any part of the ad identifying the product or brand (seen-associated); (3)__________;and (4)who read at least half of the ad.

Accepted Answer

A) who felt the ad was vague or ambiguous 
B) who felt elements of the ad were inappropriate 
C) who read any part of the ad's copy 
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 felt the ad was vague or ambiguous 
B) who felt elements of the ad were inappropriate 
C) who read any part of the ad's copy 
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 18

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) their short life span. 
B) they are used more than 150 billion times annually. 
C) the print pages are quicker and easier to use than the Internet. 
D) they are more mobile than other information sources. 
E) they are available 24/7/365. 
A) their short life span. 
B) they are used more than 150 billion times annually. 
C) the print pages are quicker and easier to use than the Internet. 
D) they are more mobile than other information sources. 
E) they are available 24/7/365.

Question 19

A form of click fraud is called "PTR," which is an acronym for

Accepted Answer

A) Paid-to-Read. 
B) Ping-to-Read. 
C) Profit-to-Read. 
D) Place-to-Read 
E) Priced-to-Read. 
A) Paid-to-Read. 
B) Ping-to-Read. 
C) Profit-to-Read. 
D) Place-to-Read 
E) Priced-to-Read.

Question 20

Many 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.

Exam 18: Advertising, Sales Promotion, and Public Relations

A pioneering (or informational)ad

According to Figure 18-5 above,"A" is the definition for which type of advertising agency?

Which of the following is an advantage of using magazines as an advertising medium?

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Advertising agency 72andSunny was recently named Advertising Age magazine's U.S.Agency of the Year.72andSunny has developed campaigns for all of the following clients EXCEPT:

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

In the DiGiorno ad above,DiGiorno is introducing its new Pizzeria! Pizza.What type of product advertisement is this ad?

The first decision in developing an advertising program is to

In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Today,there are two popular variations of sweepstakes: (1)one that offers products that consumers value as the prize and (2)one that offers __________.

Flighting schedules would most likely be used for advertising __________.

When Bebe,a contemporary women's clothing store,uses seductive imagery in its advertising,it is using which type of advertising appeal?

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

The U.S.Army ad shown above is an example of a(n)__________ advertisement.

The Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad; (2)saw or read any part of the ad identifying the product or brand (seen-associated); (3)__________;and (4)who read at least half of the ad.

One advantage of using the yellow pages as an advertising medium is

A form of click fraud is called "PTR," which is an acronym for

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

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

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