Question 1

of the following are publicity tools EXCEPT:

Accepted Answer

A)  high-visibility individuals. 
B)  PSAs. 
C)  news releases. 
D)  contests. 
E)  news conferences.

Question 2

Bernina,a sewing machine manufacturer,has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ to measure the effectiveness of its ads.

Accepted Answer

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

Question 3

of the following are examples of posttests EXCEPT:

Accepted Answer

A)  inquiry test 
B)  sales test 
C)  attitude test 
D)  unaided recall test 
E)  jury test

Question 4

advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  the short life span. 
B)  they are used more than 150 billion times annually. 
C)  the print pages are quicker and easier to use than the Internet. 
D)  they are more mobile than other information sources. 
E)  they are available 24/7/365.

Question 5

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)  initial encoding is easily outsourced. 
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 6

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.

Question 7

television or radio advertising,a rating refers to

Accepted Answer

A)  the number of different people or households exposed to an advertisement. 
B)  the average number of times a person in the target audience is exposed to a message or advertisement. 
C)  the percentage of households in a market that are tuned to a particular television or radio station. 
D)  a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives. 
E)  the percentage points of market share a firm garners for its advertisements relative to its competitors.

Question 8

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

The answer of Discuss the process of pretesting and posttesting...

Question 9

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

A)  Institutional 
B)  Reminder 
C)  Competitive 
D)  Pioneering 
E)  Objective

Question 10

Continuous scheduling would most likely be used for advertising _________.

Accepted Answer

A)  fishing rods 
B)  bathing suits 
C)  gardening supplies 
D)  bathroom cleaners 
E)  children's toys

Question 11

Pioneering advertisements would MOST likely be used during which stage of the product life cycle?

Accepted Answer

A)  introductory 
B)  decline 
C)  mature 
D)  harvest 
E)  growth

Question 12

three primary types of product advertisements are pioneering,__________,and reminder.

Accepted Answer

A)  informational 
B)  competitive 
C)  industrial 
D)  institutional 
E)  subliminal

Question 13

preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of __________.

Accepted Answer

A)  advertising 
B)  publicity 
C)  sales promotions 
D)  personal selling 
E)  direct marketing

Question 14

CPM Marketing Dashboard
-According to the CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A)  $11. 
B)  $27. 
C)  $119. 
D)  $155. 
E)  $224.

Question 15

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

A)  reach. 
B)  frequency. 
C)  costs. 
D)  ratings. 
E)  cost per share point.

Question 16

pioneering (or informational)ad

Accepted Answer

A)  reinforces previous knowledge of a product. 
B)  assures current users they made the right choice. 
C)  promotes a specific brand's features and benefits. 
D)  tells people what a product is, what it can do, and where it can be found. 
E)  shows one brand's strengths relative to those of competitors.

Question 17

traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

Accepted Answer

A)  remote media 
B)  electronic advertising 
C)  product placements 
D)  cooperative advertising 
E)  place-based media

Question 18

Suppose the following: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper)is $312,286 and its U.S.audience size is 1,613,062.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper)is $207,720 and its U.S.audience size is 1,778,934.The cost of a full-page color ad in the U.S.national edition Bloomberg Businessweek (magazine)is $156,900 and has an audience size of 980,000.The cost of a full-page color ad in the U.S.national edition Sports Illustrated (magazine)is $238,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television)is $3,250,000 and has an audience size of 112,500,000.Using this information,which has the HIGHEST CPM of the five alternatives?

Accepted Answer

A)  The Wall Street Journal 
B)  USA Today 
C)  Bloomberg Businessweek 
D)  Sports Illustrated 
E)  Super Bowl

Question 19

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 tools. 
B)  free advertising. 
C)  public promotions. 
D)  market-oriented promotions. 
E)  publicity tools.

Question 20

discount on each case of goods ordered during a specific period of time is referred to as a

Accepted Answer

A)  functional allowance. 
B)  merchandise allowance. 
C)  case allowance. 
D)  finance allowance. 
E)  manufacturer's inducement.

Exam 18: Advertising, Sales Promotion, and Public Relations