Question 1

All of the following statements are true about newspapers except which?

Accepted Answer

A) Local retailers often use newspapers as their sole advertising medium. 
B) Newspapers are generally limited to ads that call for an immediate customer response. 
C) National advertising campaigns rarely include this medium except in conjunction with local distributors of their products. 
D) A long lead time is needed to place an ad in a local newspaper. 
E) Newspapers have excellent reach potential.

Question 2

All of the following are factors used to select a particular medium for an advertisement except which?

Accepted Answer

A) available budget 
B) campaign objectives 
C) the costs of alternative media 
D) purchase frequency 
E) the type of product

Question 3

Purchase frequency is related to the scheduling of advertising how?

Accepted Answer

A) Flighting advertising schedules are best for converting brand-loyal and frequent customers of the firm's product. 
B) Frequent advertising can depress the number of times a buyer purchases a product during its life cycle. 
C) Advertising regularly is the best method to prevent a consumer from trying competitive brands. 
D) How frequently a product is purchased is independent of the advertising schedule. 
E) The more frequently the product is purchased,the less advertising repetition is required.

Question 4

Information and persuasive content can be combined to form which common advertising appeals?

Accepted Answer

A) sex,fear,and humor appeals 
B) guilt,financial risk,and self-esteem appeals 
C) joy,fear,and self-worth appeals 
D) demographic,psychographic,and lifestyle appeals 
E) gender,ethnicity,and reference group appeals

Question 5

Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks,watching through her cable provider's on-demand services.She saw the same ads for CarMax and Verizon too many times to count.In advertising terms,CarMax and Verizon have achieved high ________ with viewers of this program.

Accepted Answer

A) reach 
B) frequency 
C) gross rating points 
D) cost per thousand 
E) ratings

Question 6

________ can take three forms: pioneering (or informational),competitive (or persuasive),and reminder.

Accepted Answer

A) Product advertisements 
B) Service advertisements 
C) Persuasive advertisements 
D) Institutional advertisements 
E) Cooperative advertisements

Question 7

All of the following statements are true about television as an advertising medium except which?

Accepted Answer

A) Infomercials are increasingly popular because of the low average cost of a 30-minute block of television time. 
B) Many advertisers are now choosing less expensive "spot" ads,which run between programs,or 15-second ads,rather than the traditional 30- or 60-second lengths. 
C) Television advertising is preferred by many marketers because it avoids wasted coverage. 
D) Viewers are increasingly time-shifting their viewing habits with DVRs,DVDs,and subscription services such as Netflix. 
E) There are many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses.

Question 8

Chevy trucks are on display at the National Western Stock Show and Rodeo.Visitors are encouraged to sign up to win one of the trucks,no purchase necessary.Chevy is using a ________ sales promotion tool.

Accepted Answer

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

Question 9

One of the most common measures in advertising is cost per thousand

Accepted Answer

A) impressions. 
B) occurrences. 
C) incidences. 
D) purchases. 
E) new trials.

Question 10

The three approaches to setting advertising schedules are

Accepted Answer

A) flexible,seasonal,and continuous. 
B) spontaneous,continuous,and intermittent. 
C) continuous,flighting,and pulse. 
D) day time,prime time,and off-peak. 
E) sporadic,intermittent,and infrequent.

Question 11

A Duracell print ad shows a Christmas gift with the tagline "Tip: Don't forget the batteries!," making it what type of product advertisement?

Accepted Answer

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

Question 12

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) there is no need to segment markets. 
B) it has video and audio capabilities similar to television. 
C) there are no real costs except computers used for initial encoding. 
D) online ads almost always result in a "click," an action that leads to the purchasing of a product. 
E) messages are automatically translated into multiple languages.

Question 13

A mother handed her college-aged son a clipped ________ and said,"Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Accepted Answer

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

Question 14

With respect to advertising,CPM is defined as

Accepted Answer

A) the cost of one medium relative to the costs of other media (e.g. ,direct mail versus television,radio,or outdoor),each of which are divided by the multiple of their respective reach and frequency. 
B) the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. 
C) the cost of reaching 1,000 individuals or households with the advertising message in a given medium. 
D) the cost per minute of television or radio airtime. 
E) the number of consumers exposed to an advertising message,in thousands.

Question 15

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images,reminding them that Trice is the source for all their gift-giving needs?

Accepted Answer

A) prime-time national television 
B) magazines targeted toward wealthy residents of Milwaukee 
C) radio stations that target millennials 
D) flyers sent to all the Milwaukee zip codes 
E) Milwaukee regional newspapers

Question 16

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n)

Accepted Answer

A) authoritarian appeal. 
B) coercive appeal. 
C) family appeal. 
D) fear appeal. 
E) sex appeal.

Question 17

What is the difference between a coupon and a deal?

Accepted Answer

The answer of What is the difference between a coupon...

Question 18

When Philip Morris changed its name to Altria,it ran ________ institutional ads to inform consumers.

Accepted Answer

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

Question 19

When bebe,a contemporary women's clothing store,uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Accepted Answer

A) reminder 
B) fear 
C) sex 
D) guilt 
E) self-esteem

Question 20

All of the following statements are true about coupons except which?

Accepted Answer

A) Couponing can reduce gross revenues by lowering the price paid by already-loyal consumers. 
B) Manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers. 
C) Studies suggest that market share does increase during the period immediately after coupons are distributed. 
D) Recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons. 
E) The redemption rate for online coupons is substantially higher than other forms of coupons.

Exam 18: Advertising,sales Promotion,and Public Relations