Question 1

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A) technical and administrative standards for the various online advertising formats are still evolving. 
B) as a relatively new medium,it has attracted limited use. 
C) pay-per-click search ads on Google are expensive and ineffective. 
D) it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. 
E) it often creates more traffic than a firm can actually handle. 
A) technical and administrative standards for the various online advertising formats are still evolving. 
B) as a relatively new medium,it has attracted limited use. 
C) pay-per-click search ads on Google are expensive and ineffective. 
D) it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. 
E) it often creates more traffic than a firm can actually handle.

Question 2

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

Accepted Answer

A) aided recall 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests 
A) aided recall 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests

Question 3

A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Accepted Answer

A) complementary goods 
B) bonus goods 
C) BOGO 
D) free goods 
E) promotional allowance 
A) complementary goods 
B) bonus goods 
C) BOGO 
D) free goods 
E) promotional allowance

Question 4

A news conference is a(n)

Accepted Answer

A) announcement regarding changes in a company or product line. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool that utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy. 
E) an informational meeting to which representatives of the media are invited. 
A) announcement regarding changes in a company or product line. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool that utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy. 
E) an informational meeting to which representatives of the media are invited.

Question 5

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) there is no need to segment markets. 
B) messages are automatically translated into multiple languages. 
C) there are no real costs except computers used for initial encoding. 
D) online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication. 
E) online ads almost always result in a "click," an action that leads to the purchasing of a product. 
A) there is no need to segment markets. 
B) messages are automatically translated into multiple languages. 
C) there are no real costs except computers used for initial encoding. 
D) online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication. 
E) online ads almost always result in a "click," an action that leads to the purchasing of a product.

Question 6

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n)__________ advertisement.

Accepted Answer

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

Question 7

The Budweiser ad above,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of a __________ advertisement.

Accepted Answer

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

Question 8

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

Accepted Answer

A) premium 
B) sweepstakes 
C) deal 
D) contest 
E) trade promotion 
A) premium 
B) sweepstakes 
C) deal 
D) contest 
E) trade promotion

Question 9

According to Figure 18-4 above,which firm has the LARGEST share of the Internet search market at 66.5%?

Accepted Answer

A) Ask 
B) AOL 
C) Microsoft 
D) Yahoo! 
E) Google 
A) Ask 
B) AOL 
C) Microsoft 
D) Yahoo! 
E) Google

Question 10

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign would consist of __________ ads.

Accepted Answer

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

Question 11

In terms of scheduling advertising,purchase frequency refers to

Accepted Answer

A) the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product. 
B) the number of times a buyer purchases a product during its life cycle. 
C) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
D) how frequently a product is purchased over a particular time period. 
E) the idea that the more frequently the product is purchased,the less advertising repetition is required. 
A) the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product. 
B) the number of times a buyer purchases a product during its life cycle. 
C) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
D) how frequently a product is purchased over a particular time period. 
E) the idea that the more frequently the product is purchased,the less advertising repetition is required.

Question 12

High-quality TV commercials typically cost about $354,000 to produce a __________ ad

Accepted Answer

A) 15-second 
B) 30-second 
C) 60-second 
D) infomercial 
E) Super Bowl 
A) 15-second 
B) 30-second 
C) 60-second 
D) infomercial 
E) Super Bowl

Question 13

According to the UMD 18: CPM Marketing Dashboard above,the CPM for USA Today would be approximately

Accepted Answer

A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209. 
A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209.

Question 14

When developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A) product or service features 
B) time constraints 
C) pricing constraints 
D) target audiences 
E) advertising objectives 
A) product or service features 
B) time constraints 
C) pricing constraints 
D) target audiences 
E) advertising objectives

Question 15

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.

Accepted Answer

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

Question 16

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A) 10 
B) 20 
C) 30 
D) 40 
E) 50 
A) 10 
B) 20 
C) 30 
D) 40 
E) 50

Question 17

An ad for Conesco Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

Accepted Answer

A) rhetorical appeal 
B) baby boomer appeal 
C) humorous appeal 
D) fear appeal 
E) security appeal 
A) rhetorical appeal 
B) baby boomer appeal 
C) humorous appeal 
D) fear appeal 
E) security appeal

Question 18

What is the term for when people in households only watch TV through a broadband connection?

Accepted Answer

A) wasted coverage 
B) zero TV 
C) wireless TV 
D) multimedia TV 
E) media divergence 
A) wasted coverage 
B) zero TV 
C) wireless TV 
D) multimedia TV 
E) media divergence

Question 19

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

Accepted Answer

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

Question 20

Which of the following statements about sales tests is most accurate?

Accepted Answer

A) With sales tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the cost inquiries are presumed to be the most effective. 
B) With sales tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D) In a sales test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised. 
E) In a sales test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening. 
A) With sales tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the cost inquiries are presumed to be the most effective. 
B) With sales tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D) In a sales test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised. 
E) In a sales test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.

Exam 18: Advertising, Sales Promotion, and Public Relations

One disadvantage of using the Internet as an advertising medium is

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

A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

A news conference is a(n)

One advantage of using the Internet as an advertising medium is

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n)__________ advertisement.

The Budweiser ad above,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of a __________ advertisement.

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

According to Figure 18-4 above,which firm has the LARGEST share of the Internet search market at 66.5%?

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign would consist of __________ ads.

In terms of scheduling advertising,purchase frequency refers to

High-quality TV commercials typically cost about $354,000 to produce a __________ ad

According to the UMD 18: CPM Marketing Dashboard above,the CPM for USA Today would be approximately

When developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

What is the term for when people in households only watch TV through a broadband connection?

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

Which of the following statements about sales tests is most accurate?

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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