Question 1

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Accepted Answer

A) Americans now view over 40 hours of TV each week on multiple devices. 
B) many households now view programming on alternative options such as Netflix,Hulu,and other Internet or streamed video services. 
C) the future will bring 4K TVs that are four times as sharp as today's 3D HDTVs. 
D) DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints. 
E) there are also many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses. 
A) Americans now view over 40 hours of TV each week on multiple devices. 
B) many households now view programming on alternative options such as Netflix,Hulu,and other Internet or streamed video services. 
C) the future will bring 4K TVs that are four times as sharp as today's 3D HDTVs. 
D) DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints. 
E) there are also many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses.

Question 2

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Accepted Answer

A) promotional strategies. 
B) cooperative advertising. 
C) public promotions. 
D) market-oriented promotions. 
E) publicity tools. 
A) promotional strategies. 
B) cooperative advertising. 
C) public promotions. 
D) market-oriented promotions. 
E) publicity tools.

Question 3

What type of product advertisement is the Dove Promises Chocolate 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 4

Sales promotion expenditures account for of all promotional spending.

Accepted Answer

A) 5 percent 
B) 12 percent 
C) 19 percent 
D) 24 percent 
E) 33 percent 
A) 5 percent 
B) 12 percent 
C) 19 percent 
D) 24 percent 
E) 33 percent

Question 5

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A) reach 
B) rating 
C) GRPs 
D) CPM 
E) frequency 
A) reach 
B) rating 
C) GRPs 
D) CPM 
E) frequency

Question 6

According to the UMD 18: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A) $35. 
B) $121. 
C) $132. 
D) $165. 
E) $209. 
A) $35. 
B) $121. 
C) $132. 
D) $165. 
E) $209.

Question 7

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Accepted Answer

A) the capabilities of the advertising agency 
B) audience preferences 
C) the costs of alternative media 
D) media spending by competitors 
E) available air time 
A) the capabilities of the advertising agency 
B) audience preferences 
C) the costs of alternative media 
D) media spending by competitors 
E) available air time

Question 8

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) it is similar to print advertising since it offers a visual message. 
B) there is no need to segment markets. 
C) messages are automatically translated into multiple languages. 
D) there are no real costs except computers used for initial encoding. 
E) it is relatively simple to run national online campaign across multiple sites. 
A) it is similar to print advertising since it offers a visual message. 
B) there is no need to segment markets. 
C) messages are automatically translated into multiple languages. 
D) there are no real costs except computers used for initial encoding. 
E) it is relatively simple to run national online campaign across multiple sites.

Question 9

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A) don't work in a global campaign. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly,boring the consumer. 
E) don't appeal to the Generation Y cohort. 
A) don't work in a global campaign. 
B) contain no information to help consumers. 
C) do not appeal to either men or women. 
D) wear out quickly,boring the consumer. 
E) don't appeal to the Generation Y cohort.

Question 10

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

Accepted Answer

A) sustainable 
B) philanthropic 
C) reminder 
D) persuasive 
E) informational 
A) sustainable 
B) philanthropic 
C) reminder 
D) persuasive 
E) informational

Question 11

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of agency is referred to as a(n)__________.

Accepted Answer

A) full-service agency 
B) in-house agency 
C) modified-service agency 
D) promotional firm 
E) limited-service agency 
A) full-service agency 
B) in-house agency 
C) modified-service agency 
D) promotional firm 
E) limited-service agency

Question 12

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A) deals. 
B) rebates. 
C) samples. 
D) premiums 
E) discounts. 
A) deals. 
B) rebates. 
C) samples. 
D) premiums 
E) discounts.

Question 13

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo

Question 14

One advantage of using magazines as an advertising medium is

Accepted Answer

A) the cost of placing a magazine ad is extremely low. 
B) it takes a relatively short time to place the ad. 
C) the ease of translating consumer interests into a successful publication. 
D) there is little need or benefit to incorporate four-color graphics. 
E) the ads can be clipped and saved. 
A) the cost of placing a magazine ad is extremely low. 
B) it takes a relatively short time to place the ad. 
C) the ease of translating consumer interests into a successful publication. 
D) there is little need or benefit to incorporate four-color graphics. 
E) the ads can be clipped and saved.

Question 15

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Accepted Answer

A) objective;measurability 
B) measurable;effectiveness 
C) unbiased;impartiality 
D) detached;measurability 
E) independent;traceability 
A) objective;measurability 
B) measurable;effectiveness 
C) unbiased;impartiality 
D) detached;measurability 
E) independent;traceability

Question 16

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Accepted Answer

A) gender 
B) education 
C) income 
D) ethnicity 
E) occupation 
A) gender 
B) education 
C) income 
D) ethnicity 
E) occupation

Question 17

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

Accepted Answer

A) available budget. 
B) campaign objectives. 
C) the costs of alternative media. 
D) the message content. 
E) the type of product. 
A) available budget. 
B) campaign objectives. 
C) the costs of alternative media. 
D) the message content. 
E) the type of product.

Question 18

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation

Question 19

Briefly describe how television and advertising on it has evolved over the years.

Accepted Answer

Television started with broadcast TV.The

Question 20

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

Accepted Answer

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

Exam 18: Advertising, Sales Promotion, and Public Relations

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

What type of product advertisement is the Dove Promises Chocolate ad above?

Sales promotion expenditures account for of all promotional spending.

According to the UMD 18: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

One advantage of using the Internet as an advertising medium is

While many commercials that use humorous appeals gain the attention of the audience,they

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

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

What is cooperative advertising?

One advantage of using magazines as an advertising medium is

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Briefly describe how television and advertising on it has evolved over the years.

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

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

An advantage of online advertising such as offered through Google is that it is ,which allows it to immediately assess its .