Question 1

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards offer apply opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
A) Billboards offer apply opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns.

Question 2

What are the steps to develop an advertising program?

Accepted Answer

The steps include: (1)identify the targe

Question 3

A reminder 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 4

What type of product advertisement is the Red Bull ad above?

Accepted Answer

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

Question 5

When 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

Question 6

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A) a trading stamp program that allows buyers to earn free food after making ten purchases 
B) a two-for-the-price-of-one deal that is only offered on New Year's Eve 
C) a coupon for a free soft drink with a Gyro purchase 
D) a game with food prizes 
E) free Extra Juicy Gyro samples at local fairs and concerts 
A) a trading stamp program that allows buyers to earn free food after making ten purchases 
B) a two-for-the-price-of-one deal that is only offered on New Year's Eve 
C) a coupon for a free soft drink with a Gyro purchase 
D) a game with food prizes 
E) free Extra Juicy Gyro samples at local fairs and concerts

Question 7

The Valassis-Nutella sales promotion image above was part of a sales promotion campaign recently conducted by Valassis on behalf of its client Nutella.Valassis is one of the largest full-service marketing service firms in the U.S.Valassis uses free-standing inserts (FSIs)as a key sales promotion tactic.An FSI is a full-color booklet consisting of several pages of advertisements,coupons,and other promotional offers for a product that is inserted within the Sunday newspaper.Valassis created and managed the Nutella® promotion to reach its target market to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that has been imported into the U.S.from Italy.The Valassis polybag contained a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure that were delivered to consumers' doors.What type of sales promotion has just been described?

Accepted Answer

A) product placement 
B) sample 
C) premium 
D) sweepstakes 
E) deal 
A) product placement 
B) sample 
C) premium 
D) sweepstakes 
E) deal

Question 8

The Dial Soap ad shown above is an example of which type of advertising?

Accepted Answer

A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement 
A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement

Question 9

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Accepted Answer

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

Question 10

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called __________.

Accepted Answer

A) click hamming 
B) click spam 
C) click botting 
D) webtipping 
E) webcrawling 
A) click hamming 
B) click spam 
C) click botting 
D) webtipping 
E) webcrawling

Question 11

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Accepted Answer

A) Second 
B) Satisfying customers 
C) Making money 
D) Beating Apple 
E) Great 
A) Second 
B) Satisfying customers 
C) Making money 
D) Beating Apple 
E) Great

Question 12

All of the following are examples of posttests EXCEPT:

Accepted Answer

A) inquiry test 
B) sales test 
C) attitude test 
D) unaided recall test 
E) jury test 
A) inquiry test 
B) sales test 
C) attitude test 
D) unaided recall test 
E) jury test

Question 13

One of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Accepted Answer

A) CPM = Advertising cost ($)÷ Impressions generated (in 100s). 
B) CPM = Total revenue ($)÷ Impressions generated (in 1,000s). 
C) CPM = Total profit ($)÷ Impressions generated (in 1,000s). 
D) CPM = Advertising cost ($)÷ Impressions generated (in 1,000s). 
E) CPM = Advertising cost ($)÷ Impressions generated (in 1,000,000s). 
A) CPM = Advertising cost ($)÷ Impressions generated (in 100s). 
B) CPM = Total revenue ($)÷ Impressions generated (in 1,000s). 
C) CPM = Total profit ($)÷ Impressions generated (in 1,000s). 
D) CPM = Advertising cost ($)÷ Impressions generated (in 1,000s). 
E) CPM = Advertising cost ($)÷ Impressions generated (in 1,000,000s).

Question 14

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A) differentiation 
B) persuasive 
C) prospecting 
D) awareness 
E) informational 
A) differentiation 
B) persuasive 
C) prospecting 
D) awareness 
E) informational

Question 15

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)__________.

Accepted Answer

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

Question 16

One advantage of using newspapers as an advertising medium is

Accepted Answer

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

Question 17

A recent study found that __________ of U.S.residents can be reached daily through outdoor advertising

Accepted Answer

A) 10 percent 
B) 25 percent 
C) 40 percent 
D) 60 percent 
E) 80 percent 
A) 10 percent 
B) 25 percent 
C) 40 percent 
D) 60 percent 
E) 80 percent

Question 18

One disadvantage of using newspapers as an advertising medium is their __________.

Accepted Answer

A) relatively poor color reproduction 
B) inability to cover local markets 
C) long lead time for placing an ad 
D) relatively high cost 
E) lack of noise during the communication process 
A) relatively poor color reproduction 
B) inability to cover local markets 
C) long lead time for placing an ad 
D) relatively high cost 
E) lack of noise during the communication process

Question 19

Advertisements that focus on selling a product or service and which can take three forms-pioneering (or informational),competitive (or persuasive),and reminder-are referred to as

Accepted Answer

A) product advertisements. 
B) service advertisements. 
C) persuasive advertisements. 
D) institutional advertisements. 
E) cooperative advertisements. 
A) product advertisements. 
B) service advertisements. 
C) persuasive advertisements. 
D) institutional advertisements. 
E) cooperative advertisements.

Question 20

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n)__________.

Accepted Answer

A) intra-firm agency 
B) in-house agency 
C) full-service agency 
D) limited-service agency 
E) promotion department 
A) intra-firm agency 
B) in-house agency 
C) full-service agency 
D) limited-service agency 
E) promotion department

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of the following statements regarding billboards is most accurate?

What are the steps to develop an advertising program?

A reminder ad

What type of product advertisement is the Red Bull ad above?

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

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

The Dial Soap ad shown above is an example of which type of advertising?

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called __________.

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

All of the following are examples of posttests EXCEPT:

One of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Another name for pioneering advertising is __________ advertising.

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)__________.

One advantage of using newspapers as an advertising medium is

A recent study found that __________ of U.S.residents can be reached daily through outdoor advertising

One disadvantage of using newspapers as an advertising medium is their __________.

Advertisements that focus on selling a product or service and which can take three forms-pioneering (or informational),competitive (or persuasive),and reminder-are referred to as

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n)__________.

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