Question 1

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

Accepted Answer

A) has a long exposure time. 
B) can target general audiences. 
C) has an unlimited amount of advertising time available. 
D) is relatively simple to convey complex messages. 
E) uses humor,sound,and intimacy effectively. 
A) has a long exposure time. 
B) can target general audiences. 
C) has an unlimited amount of advertising time available. 
D) is relatively simple to convey complex messages. 
E) uses humor,sound,and intimacy effectively.

Question 2

Publicity tools refer to

Accepted Answer

A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost. 
E) free space or time donated by the media. 
A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost. 
E) free space or time donated by the media.

Question 3

__________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Accepted Answer

A) limited-service agency 
B) full spectrum agency 
C) multi-service agency 
D) in-house agency 
E) full-service agency 
A) limited-service agency 
B) full spectrum agency 
C) multi-service agency 
D) in-house agency 
E) full-service agency

Question 4

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A) scope. 
B) share. 
C) CPM. 
D) rating. 
E) reach. 
A) scope. 
B) share. 
C) CPM. 
D) rating. 
E) reach.

Question 5

Pretests refer to

Accepted Answer

A) tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. 
B) tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. 
C) tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. 
D) tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. 
E) sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account. 
A) tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. 
B) tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. 
C) tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. 
D) tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. 
E) sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

Question 6

All of the following add to the costs of coupons EXCEPT:

Accepted Answer

A) misredemption. 
B) redemption. 
C) customer handling. 
D) clearinghouse costs. 
E) the advertisement to deliver it. 
A) misredemption. 
B) redemption. 
C) customer handling. 
D) clearinghouse costs. 
E) the advertisement to deliver it.

Question 7

Reinforcement ads are reminder ads that

Accepted Answer

A) assure current users they made the correct choice in choosing the product. 
B) reinforce previous knowledge of a product. 
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product. 
A) assure current users they made the correct choice in choosing the product. 
B) reinforce previous knowledge of a product. 
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product.

Question 8

There are four commonly used forms of institutional advertising: advocacy,__________,competitive,and reminder.

Accepted Answer

A) differentiation 
B) pioneering 
C) persuasive 
D) philanthropic 
E) informational 
A) differentiation 
B) pioneering 
C) persuasive 
D) philanthropic 
E) informational

Question 9

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)__________.

Accepted Answer

A) authoritarian appeal 
B) coercive appeal 
C) family appeal 
D) guilt appeal 
E) fear appeal 
A) authoritarian appeal 
B) coercive appeal 
C) family appeal 
D) guilt appeal 
E) fear appeal

Question 10

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) Have a sign that will be placed on the grocer's freezer where the product is offered for sale. 
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 give away cooked,bite-sized portions of the snack to shoppers as they pass by. 
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) Have a sign that will be placed on the grocer's freezer where the product is offered for sale. 
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 give away cooked,bite-sized portions of the snack to shoppers as they pass by.

Question 11

The 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 12

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Accepted Answer

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

Question 13

The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Accepted Answer

A) reminder 
B) fear 
C) sex 
D) pioneering 
E) guilt 
A) reminder 
B) fear 
C) sex 
D) pioneering 
E) guilt

Question 14

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

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

Question 15

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Accepted Answer

A) inexpensive. 
B) humorous. 
C) expensive. 
D) effective. 
E) competitive. 
A) inexpensive. 
B) humorous. 
C) expensive. 
D) effective. 
E) competitive.

Question 16

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Accepted Answer

A) finance allowance 
B) promotional allowance 
C) merchandise allowance 
D) slotting fee 
E) failure fee 
A) finance allowance 
B) promotional allowance 
C) merchandise allowance 
D) slotting fee 
E) failure fee

Question 17

One 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) they have high delivery costs. 
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) they have high delivery costs.

Question 18

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Accepted Answer

A) be an Einstein 
B) ask a question 
C) be in need 
D) be at your desk 
E) be on your computer 
A) be an Einstein 
B) ask a question 
C) be in need 
D) be at your desk 
E) be on your computer

Question 19

There are three key factors when selecting the media for an advertising campaign: (1)__________; (2)the product's attributes; (3)and cost.

Accepted Answer

A) the perceived risk 
B) the sustainability of the message 
C) the reputation of the prospective media firm 
D) the media habits of the target audience 
E) the length of time required to get the message across 
A) the perceived risk 
B) the sustainability of the message 
C) the reputation of the prospective media firm 
D) the media habits of the target audience 
E) the length of time required to get the message across

Question 20

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Accepted Answer

A) steady 
B) flighting 
C) dripping 
D) pulsing 
E) burst 
A) steady 
B) flighting 
C) dripping 
D) pulsing 
E) burst

Exam 18: Advertising, Sales Promotion, and Public Relations

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

Publicity tools refer to

__________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

The number of different people or households exposed to an advertisement is referred to as

Pretests refer to

All of the following add to the costs of coupons EXCEPT:

Reinforcement ads are reminder ads that

There are four commonly used forms of institutional advertising: advocacy,__________,competitive,and reminder.

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)__________.

The primary purpose of a pioneering product advertisement is to

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

The World Wide Fund for Nature ad shown above is an example of which type of appeal?

One disadvantage of using newspapers as an advertising medium is their

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

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

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

There are three key factors when selecting the media for an advertising campaign: (1)__________; (2)the product's attributes; (3)and cost.

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

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