Question 1

Product advertisements focus on selling __________.

Accepted Answer

A) publicity 
B) an emotion or a feeling 
C) a sense of well-being 
D) goodwill 
E) a product or service 
A) publicity 
B) an emotion or a feeling 
C) a sense of well-being 
D) goodwill 
E) a product or service

Question 2

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to the services provided.

Accepted Answer

Advertising programs can range from comp

Question 3

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California.The association is using a __________ sales promotion.

Accepted Answer

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

Question 4

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A) The growth in mass transit is declining in major cities. 
B) In heavy travel times,when audiences are the largest,transit advertising is not conducive to reading advertising copy. 
C) Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving. 
E) Transit advertising is a form of indoor advertising in stadiums,buses,etc. 
A) The growth in mass transit is declining in major cities. 
B) In heavy travel times,when audiences are the largest,transit advertising is not conducive to reading advertising copy. 
C) Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving. 
E) Transit advertising is a form of indoor advertising in stadiums,buses,etc.

Question 5

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

Accepted Answer

A) has a long exposure time. 
B) cannot target specific audiences. 
C) has a perishable message. 
D) cannot use humor,sound,and intimacy effectively. 
E) has an unlimited amount of advertising time available. 
A) has a long exposure time. 
B) cannot target specific audiences. 
C) has a perishable message. 
D) cannot use humor,sound,and intimacy effectively. 
E) has an unlimited amount of advertising time available.

Question 6

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)__________.

Accepted Answer

A) authoritarian appeal 
B) coercive appeal 
C) family appeal 
D) humorous appeal 
E) sex appeal 
A) authoritarian appeal 
B) coercive appeal 
C) family appeal 
D) humorous appeal 
E) sex appeal

Question 7

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) the inability to target specific audiences. 
B) the long lead-time needed to place an ad. 
C) the extremely low cost. 
D) the antagonism with environmentalists. 
E) the lack of noise associated with their use in the communication channel. 
A) the inability to target specific audiences. 
B) the long lead-time needed to place an ad. 
C) the extremely low cost. 
D) the antagonism with environmentalists. 
E) the lack of noise associated with their use in the communication channel.

Question 8

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules 
A) flighting schedules 
B) continuous schedules 
C) opportunistic schedules 
D) pulsing schedules 
E) intermittent schedules

Question 9

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

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

Question 10

What is a point of purchase display? Discuss two reasons why firms use them.

Accepted Answer

Point-of-purchase displays are often use

Question 11

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A) legislation. 
B) self-regulation. 
C) business practice. 
D) business ethics. 
E) government regulation. 
A) legislation. 
B) self-regulation. 
C) business practice. 
D) business ethics. 
E) government regulation.

Question 12

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Accepted Answer

A) exposure tests 
B) inquiry tests 
C) performance tests 
D) jury tests 
E) comparison tests 
A) exposure tests 
B) inquiry tests 
C) performance tests 
D) jury tests 
E) comparison tests

Question 13

The fastest growing form of Internet advertising is __________.

Accepted Answer

A) interstitials 
B) rich media 
C) paid search 
D) spam 
E) wikis 
A) interstitials 
B) rich media 
C) paid search 
D) spam 
E) wikis

Question 14

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha

Question 15

Product advertisements refer to advertisements that focus on

Accepted Answer

A) a product class rather than on an individual brand. 
B) building goodwill or an image for an organization. 
C) counteracting negative opinions. 
D) selling a product or service. 
E) clarifying misconceptions. 
A) a product class rather than on an individual brand. 
B) building goodwill or an image for an organization. 
C) counteracting negative opinions. 
D) selling a product or service. 
E) clarifying misconceptions.

Question 16

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

Accepted Answer

A) has a short exposure time. 
B) can reach extremely large audiences. 
C) is a low-cost medium. 
D) has an unlimited amount of advertising time available. 
E) can be used to convey complex messages. 
A) has a short exposure time. 
B) can reach extremely large audiences. 
C) is a low-cost medium. 
D) has an unlimited amount of advertising time available. 
E) can be used to convey complex messages.

Question 17

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A) deceptive advertising. 
B) click fraud. 
C) webtipping. 
D) click-theft. 
E) clickbotting. 
A) deceptive advertising. 
B) click fraud. 
C) webtipping. 
D) click-theft. 
E) clickbotting.

Question 18

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 relatively high cost. 
D) the lack of noise associated with the use of magazines in the communication channel. 
E) the antagonism with environmentalists. 
A) the inability to target specific audiences. 
B) the short lead-time needed to place an ad. 
C) the relatively high cost. 
D) the lack of noise associated with the use of magazines in the communication channel. 
E) the antagonism with environmentalists.

Question 19

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Accepted Answer

A) AdPage 
B) AdSense 
C) AdRank 
D) AdWords 
E) AdSnap 
A) AdPage 
B) AdSense 
C) AdRank 
D) AdWords 
E) AdSnap

Question 20

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes. 
A) premiums. 
B) rebates. 
C) deals. 
D) contests. 
E) sweepstakes.

Exam 18: Advertising, Sales Promotion, and Public Relations

Product advertisements focus on selling __________.

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to the services provided.

Which of the following statements regarding transit advertising is most accurate?

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

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)__________.

One disadvantage of using magazines as an advertising medium is

Some studies show that __________ are superior to other advertising strategies.

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

What is a point of purchase display? Discuss two reasons why firms use them.

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

The fastest growing form of Internet advertising is __________.

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Product advertisements refer to advertisements that focus on

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

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

One disadvantage of using magazines as an advertising medium is

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

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