Question 1

Yellow pages publishers are facing increasing public concern about

Accepted Answer

A)  the competition among directories.
B)  the lack of online yellow pages.
C)  the difficulty of keeping the ads up-to-date.
D)  the environmental impact of the directories.
E)  privacy.F) All of the above
G) A) and E)

Question 2

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of __________.

Accepted Answer

A)  mobile advertising
B)  place-based billboards
C)  mobile signage
D)  transit advertising
E)  transportation advertisingF) A) and D)
G) C) and E)

Question 3

To help advertisers place ads based on their search-engine results,Google developed an online tool called __________.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdTag
D)  AdWords
E)  AdRankF) C) and E)
G) B) and C)

Question 4

The purpose of a reminder advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a product is,what it can do,and where it can be found.
C)  state the position of a company on an issue.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) A) and E)
G) C) and D)

Question 5

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as (a) __________.

Accepted Answer

A)  co-branding
B)  subliminal tie-in
C)  product placement
D)  partnership promotion
E)  product parallelismF) C) and D)
G) C) and E)

Question 6

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A)  better reach
B)  more effective visuals
C)  ads can be saved by consumers
D)  better segmentation capability
E)  more effective in conveying complex informationF) A) and C)
G) B) and D)

Question 7

Describe the three forms of product advertisements.What are their objectives?

Accepted Answer

Product advertisements take three forms:...

Question 8

All of the following statements are true about using humorous appeals in advertising EXCEPT:

Accepted Answer

A)  Humorous content does not always lead to changes in recall,recognition,or purchase intent.
B)  Some studies suggest that humor wears out quickly,losing the interest of consumers.
C)  A problem with humorous appeals is that their effectiveness may vary across cultures if used in a global campaign.
D)  The use of humor is widespread in advertising and can be found in many product categories.
E)  Advertisers believe that humor improves the effectiveness of their ads.F) C) and D)
G) A) and E)

Question 9

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

Accepted Answer

A)  revenues;costs
B)  exposure;costs
C)  rating;frequency
D)  rating;share
E)  CPM;GRPF) D) and E)
G) C) and E)

Question 10

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Accepted Answer

A)  a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products.
B)  manufacturers also develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)  intermediaries can perform customer contact and selling functions for the producers they represent.
D)  both retailers and wholesalers employ and manage their own sales personnel.
E)  resellers' salesforces are often more sophisticated and knowledgeable about a manufacturer's products.F) A) and C)
G) C) and E)

Question 11

List two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Accepted Answer

Television-Advantages: (1)reaches extrem...

Question 12

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)  daytime,primetime,and off-peak.
E)  sporadic,intermittent,and infrequent.F) A) and E)
G) All of the above

Question 13

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called __________.

Accepted Answer

A)  out-of-home advertising
B)  invasive placements
C)  electronic advertising
D)  product placements
E)  cooperative advertisingF) B) and E)
G) A) and B)

Question 14

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A)  emotional aspects
B)  price
C)  psychological aspects
D)  financial risks
E)  key benefitsF) B) and E)
G) B) and D)

Question 15

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Accepted Answer

A)  show
B)  track
C)  monitor
D)  explain
E)  displayF) B) and D)
G) None of the above

Question 16

The Candie's ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  advocacy
E)  guiltF) None of the above
G) C) and D)

Question 17

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  cognitive
E)  humorF) A) and B)
G) B) and D)

Question 18

Frequency refers to

Accepted Answer

A)  the number of different advertisements,sales promotions,or publicity events in an IMC campaign for a product or service.
B)  the total number of times an advertisement is aired on television or radio.
C)  the average number of times a firm airs an advertisement.
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)  the average number of times a person in the target audience is exposed to an advertisement.F) A) and D)
G) B) and D)

Question 19

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Accepted Answer

A)  aided recall tests.
B)  unaided recall tests.
C)  attitude tests.
D)  sales tests.
E)  inquiry tests.F) A) and D)
G) B) and C)

Question 20

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) All of the above
G) B) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

List two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Correct Answer
verified
Television-Advantages: (1)reaches extrem...
View Answer

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct Answer
verified

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Correct Answer
verified

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called __________.

Correct Answer
verified

The three approaches to setting advertising schedules are

Correct Answer
verified

Yellow pages publishers are facing increasing public concern about

Correct Answer
verified

Frequency refers to

Correct Answer
verified

The Candie's ad shown above is an example of which type of appeal?

Correct Answer
verified

Describe the three forms of product advertisements.What are their objectives?

Correct Answer
verified
Product advertisements take three forms:...
View Answer

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

Correct Answer
verified

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Correct Answer
verified

To help advertisers place ads based on their search-engine results,Google developed an online tool called __________.

Correct Answer
verified

News conferences would most likely be used during which stage of a product's life cycle?

Correct Answer
verified

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of __________.

Correct Answer
verified

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct Answer
verified

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as (a) __________.

Correct Answer
verified

All of the following statements are true about using humorous appeals in advertising EXCEPT:

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The purpose of a reminder advertisement is to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

List two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Correct AnswerverifiedTelevision-Advantages: (1)reaches extrem...View AnswerShow Answer

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct AnswerverifiedShow Answer

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Correct AnswerverifiedShow Answer

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called __________.

Correct AnswerverifiedShow Answer

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

Yellow pages publishers are facing increasing public concern about

Correct AnswerverifiedShow Answer

Frequency refers to

Correct AnswerverifiedShow Answer

The Candie's ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Describe the three forms of product advertisements.What are their objectives?

Correct AnswerverifiedProduct advertisements take three forms:...View AnswerShow Answer

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

Correct AnswerverifiedShow Answer

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Correct AnswerverifiedShow Answer

To help advertisers place ads based on their search-engine results,Google developed an online tool called __________.

Correct AnswerverifiedShow Answer

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of __________.

Correct AnswerverifiedShow Answer

Posttests that involve studies such as controlled experiments (e.g. ,using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct AnswerverifiedShow Answer

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as (a) __________.

Correct AnswerverifiedShow Answer

All of the following statements are true about using humorous appeals in advertising EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The purpose of a reminder advertisement is to

Correct AnswerverifiedShow Answer

Correct Answer
verified
Television-Advantages: (1)reaches extrem...
View Answer

Correct Answer
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Correct Answer
verified
Product advertisements take three forms:...
View Answer

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Correct Answer
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Correct Answer
verified

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

Correct Answer
verified

Correct Answer
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