Question 1

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A)  flighting schedules
B)  continuous schedules
C)  opportunistic schedules
D)  pulsing schedules
E)  intermittent schedulesF) A) and B)
G) A) and D)

Question 2

The objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Accepted Answer

A)  infomercial
B)  news flash
C)  news release
D)  news broadcast
E)  news summaryF) None of the above
G) A) and E)

Question 3

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Accepted Answer

A)  special occasion
B)  subliminal
C)  reminder
D)  pioneering
E)  comparativeF) All of the above
G) C) and D)

Question 4

Advertising refers to

Accepted Answer

A)  any non-paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
B)  any paid form of personal communication about an organization,product,service,or idea by an identified sponsor.
C)  any nonpaid form of personal communication about an organization,product,service,or idea by an unidentified sponsor.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any paid form of nonpersonal communication about an organization,product,service,or idea by an unidentified sponsor.F) A) and E)
G) C) and E)

Question 5

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.F) B) and D)
G) All of the above

Question 6

-The "Got Milk?" ad shown above is an example of which type of advertising?

Accepted Answer

A)  reminder institutional
B)  competitive institutional
C)  pioneering institutional
D)  product advocacy
E)  product differentiationF) A) and E)
G) A) and D)

Question 7

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  reminder institutionalF) All of the above
G) A) and B)

Question 8

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a __________.

Accepted Answer

A)  contest
B)  challenge
C)  competition
D)  sweepstakes
E)  public relations campaignF) All of the above
G) C) and E)

Question 9

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  cooperative advertisement
E)  charitable advertisementF) D) and E)
G) A) and C)

Question 10

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

Accepted Answer

A)  humor
B)  fear
C)  sex
D)  nostalgic
E)  guiltF) A) and E)
G) A) and C)

Question 11

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Accepted Answer

A)  remote media
B)  social network advertising
C)  place-based media
D)  advocacy advertising
E)  cooperative advertisingF) A) and C)
G) A) and B)

Question 12

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Accepted Answer

A)  transportation messages.
B)  public service announcements.
C)  transit advertising.
D)  public advertising.
E)  transport advertising.F) B) and E)
G) A) and B)

Question 13

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)  buyer turnover.
B)  the frequency rate.
C)  brand awareness rate.
D)  forgetting rate.
E)  recall dissipation rate.F) B) and D)
G) A) and B)

Question 14

-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)  advocacyF) A) and D)
G) C) and E)

Question 15

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  premiums
E)  couponsF) C) and E)
G) A) and B)

Question 16

Geico ads that feature cavemen,a gecko,or a stack of money are using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  humor
D)  sex
E)  cognitiveF) B) and D)
G) D) and E)

Question 17

-What type of product advertisement is the Red Bull ad above?

Accepted Answer

A)  pioneering
B)  reminder
C)  reinforcement
D)  comparative
E)  competitiveF) A) and B)
G) A) and E)

Question 18

-According to the UMD 15: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A)  $16.
B)  $31.
C)  $122.
D)  $160.
E)  $199.F) None of the above
G) B) and E)

Question 19

What is a point of purchase display? Discuss two reasons why firms use them.

Accepted Answer

Point-of-purchase displays are often use...

Question 20

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

A)  pretests
B)  double blind tests
C)  efficacy trials
D)  aided recall tests
E)  sales testsF) C) and D)
G) B) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

Geico ads that feature cavemen,a gecko,or a stack of money are using which type of advertising appeal?

Correct AnswerverifiedShow Answer

The objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Correct AnswerverifiedShow Answer

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Correct AnswerverifiedShow Answer

-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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

Some studies show that __________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Correct AnswerverifiedShow Answer

-According to the UMD 15: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Correct AnswerverifiedShow Answer

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

Correct AnswerverifiedShow Answer

-The "Got Milk?" ad shown above is an example of which type of advertising?

Correct AnswerverifiedShow Answer

What is a point of purchase display? Discuss two reasons why firms use them.

Correct AnswerverifiedPoint-of-purchase displays are often use...View AnswerShow Answer

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

-What type of product advertisement is the Red Bull ad above?

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a __________.

Correct AnswerverifiedShow Answer

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Point-of-purchase displays are often use...
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