Question 1

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _____ advertising.

Accepted Answer

A)  reminder
B)  direct sales
C)  pioneering
D)  comparativeE) A) and B)
F) B) and C)

Question 2

Product advertisements focus on selling a good or service and take three major forms.They are:

Accepted Answer

A)  introductory, comparative, and reminder.
B)  pioneering, competitive, and reminder.
C)  institutional, competitive, and reminder.
D)  introductory, competitive, and reminder.E) B) and C)
F) A) and B)

Question 3

Three commonly used trade promotions are:

Accepted Answer

A)  coupons, rebates, and discounts.
B)  allowances and discounts, cooperative advertising, and training of distributors' salesforces.
C)  cooperative advertising, merchandise allowances, and points-of-purchase displays.
D)  allowances and discounts, consumer promotions, and merchandise allowances.E) A) and D)
F) None of the above

Question 4

An ad for State Farm Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to consider the future when she was young is an example of a:

Accepted Answer

A)  rhetorical appeal.
B)  life cycle appeal.
C)  humorous appeal.
D)  fear appeal.E) B) and D)
F) All of the above

Question 5

The frequent appearance of the Ford Explorer on the hit series 24 is an example of:

Accepted Answer

A)  a product deal.
B)  a product premium.
C)  a product sample.
D)  a product placement.E) All of the above
F) None of the above

Question 6

All of the following are advantages of user-generated content,except:

Accepted Answer

A)  simply advertise on user-generated content sites, such as YouTube
B)  allow the user to create the content themselves, and then sponsor that content and allow it to be shared with others online
C)  sponsor an actual contest encouraging the user to create media
D)  user-generated content is only useful for service oriented products (like tax-returns) E) A) and B)
F) None of the above

Question 7

Which of the following statements about the Internet as an advertising medium is NOT true?

Accepted Answer

A)  The Internet provides audio and video capabilities.
B)  Interactive online advertising is also known as rich media.
C)  Internet advertising is similar to print advertising in that it offers a visual message.
D)  Internet advertising is the second fastest-growing advertising medium in Canada.E) A) and B)
F) A) and C)

Question 8

Institutional advertising can take all of the following alternative forms EXCEPT:

Accepted Answer

A)  reminder institutional ads.
B)  competitive institutional ads.
C)  pioneering institutional ads.
D)  product institutional ads.E) None of the above
F) B) and D)

Question 9

Some individuals are arguing that certain PR clashes between groups,such as those of PETA and the Canadian seal hunting industry,should even be:

Accepted Answer

A)  covered by the media
B)  allowed to take place in the first place
C)  sent directly to court
D)  legalE) A) and D)
F) None of the above

Question 10

When Dyson runs an advertisement comparing a Beam vacuum to the Dyson vacuum,they are focused on which aspect of product advertising?

Accepted Answer

A)  Institutional
B)  Hierarchical
C)  Pioneering
D)  CompetitiveE) C) and D)
F) A) and B)

Question 11

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

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  harvestingE) A) and B)
F) B) and C)

Question 12

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks,but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones.The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product.Which method would it most likely employ?

Accepted Answer

A)  Use a demonstrator hired by the company to prepare the snack in a grocery store and give away the snacks to the shoppers.
B)  Provide a premium to build customer goodwill by receiving reduced price merchandise.
C)  Produce a point-of-purchase display that will be placed near a grocer's check-out register.
D)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.E) A) and B)
F) A) and C)

Question 13

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

Accepted Answer

A)  preliminary screenings.
B)  experience testing.
C)  exposure testing.
D)  pre-tests.E) B) and C)
F) All of the above

Question 14

According to the CEO of Machinima,people who are watching online TV are conducting all of the following,except:

Accepted Answer

A)  embedding videos
B)  ranking videos
C)  replying to videos
D)  sharing videosE) C) and D)
F) A) and B)

Question 15

Pulse scheduling would most likely be used for advertising:

Accepted Answer

A)  bathroom cleaner.
B)  breakfast cereal.
C)  socks.
D)  candy.E) A) and B)
F) None of the above

Question 16

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)  public service announcement
B)  news release
C)  lobbying
D)  sponsorshipE) B) and C)
F) A) and C)

Question 17

In the TB Figure 1,alternative "C" is the definition for which of the following?

Accepted Answer

A)  A full-service agency
B)  A limited-service agency
C)  An in-house agency
D)  A media agencyE) B) and C)
F) B) and D)

Question 18

Discuss the process of pre-testing and post-testing advertising copy.Include a list of methods used for pre-testing and post-testing in you answer.Be sure to explain why marketers should pre-test and post-test ad copy.

Accepted Answer

The answer of Discuss the process of pre-testing and post-testing...

Question 19

Continuous scheduling would most likely be used for advertising:

Accepted Answer

A)  snow blowers.
B)  school supplies.
C)  bathroom cleaner.
D)  toys.E) B) and C)
F) A) and B)

Question 20

According to the text,which of the following types of media garners the largest amount of advertising expenditures?

Accepted Answer

A)  newspapers
B)  radio
C)  television
D)  InternetE) C) and D)
F) All of the above

Exam 17: Advertising, Sales Promotion, and Public Relations

According to the text,which of the following types of media garners the largest amount of advertising expenditures?

Correct Answer
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Correct Answer
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Three commonly used trade promotions are:

Correct Answer
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Which of the following statements about the Internet as an advertising medium is NOT true?

Correct Answer
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Discuss the process of pre-testing and post-testing advertising copy.Include a list of methods used for pre-testing and post-testing in you answer.Be sure to explain why marketers should pre-test and post-test ad copy.

Correct Answer
verified

In the TB Figure 1,alternative "C" is the definition for which of the following?

Correct Answer
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Some individuals are arguing that certain PR clashes between groups,such as those of PETA and the Canadian seal hunting industry,should even be:

Correct Answer
verified

When Dyson runs an advertisement comparing a Beam vacuum to the Dyson vacuum,they are focused on which aspect of product advertising?

Correct Answer
verified

Pulse scheduling would most likely be used for advertising:

Correct Answer
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When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _____ advertising.

Correct Answer
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All of the following are advantages of user-generated content,except:

Correct Answer
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Continuous scheduling would most likely be used for advertising:

Correct Answer
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Pioneering advertisements would most likely be used during which stage of a product's life cycle?

Correct Answer
verified

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct Answer
verified

Correct Answer
verified

Institutional advertising can take all of the following alternative forms EXCEPT:

Correct Answer
verified

According to the CEO of Machinima,people who are watching online TV are conducting all of the following,except:

Correct Answer
verified

The frequent appearance of the Ford Explorer on the hit series 24 is an example of:

Correct Answer
verified

Product advertisements focus on selling a good or service and take three major forms.They are:

Correct Answer
verified

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

Correct Answer
verified

Exam 17: Advertising, Sales Promotion, and Public Relations

According to the text,which of the following types of media garners the largest amount of advertising expenditures?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Three commonly used trade promotions are:

Correct AnswerverifiedShow Answer

Which of the following statements about the Internet as an advertising medium is NOT true?

Correct AnswerverifiedShow Answer

Discuss the process of pre-testing and post-testing advertising copy.Include a list of methods used for pre-testing and post-testing in you answer.Be sure to explain why marketers should pre-test and post-test ad copy.

Correct AnswerverifiedShow Answer

In the TB Figure 1,alternative "C" is the definition for which of the following?

Correct AnswerverifiedShow Answer

Some individuals are arguing that certain PR clashes between groups,such as those of PETA and the Canadian seal hunting industry,should even be:

Correct AnswerverifiedShow Answer

When Dyson runs an advertisement comparing a Beam vacuum to the Dyson vacuum,they are focused on which aspect of product advertising?

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising:

Correct AnswerverifiedShow Answer

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _____ advertising.

Correct AnswerverifiedShow Answer

All of the following are advantages of user-generated content,except:

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Institutional advertising can take all of the following alternative forms EXCEPT:

Correct AnswerverifiedShow Answer

According to the CEO of Machinima,people who are watching online TV are conducting all of the following,except:

Correct AnswerverifiedShow Answer

The frequent appearance of the Ford Explorer on the hit series 24 is an example of:

Correct AnswerverifiedShow Answer

Product advertisements focus on selling a good or service and take three major forms.They are:

Correct AnswerverifiedShow Answer

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement are called:

Correct AnswerverifiedShow Answer

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