Question 1

A competitive (or persuasive) 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.F) A) and B)
G) B) and C)

Question 2

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A)   In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)   In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most requests are presumed to be the most effective.
C)   Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)   In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)   In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) D) and E)
G) B) and E)

Question 3

Product advertisements focus on selling

Accepted Answer

A)   publicity.
B)   an emotion or a feeling.
C)   a sense of well-being.
D)   goodwill.
E)   a product or service.F) B) and C)
G) A) and E)

Question 4

Consumer-oriented sales promotions are

Accepted Answer

A)   sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers.
B)   promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C)   methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D)   advertisements that show actual consumers using the product.
E)   sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.F) D) and E)
G) B) and C)

Question 5

All of the following statements regarding the training of distributors' sales forces are true except which?

Accepted Answer

A)   A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products.
B)   Manufacturers 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' sales forces are often the most sophisticated and knowledgeable about a manufacturer's products.F) A) and D)
G) B) and E)

Question 6

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Accepted Answer

A)   one thing
B)   everything
C)   whatever you love
D)   what you are afraid of
E)   your jobF) A) and B)
G) B) and D)

Question 7

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

Accepted Answer

A)   information
B)   competition
C)   opportunity
D)   money to be made
E)   customers to serveF) A) and C)
G) A) and B)

Question 8

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using __________ to promote its products.

Accepted Answer

A)   strategic channel partnership
B)   cooperative advertising
C)   retail publicity
D)   reseller consumer promotion
E)   manufacturer incentive advertisingF) A) and D)
G) A) and C)

Question 9

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A)   religious repercussions after death.
B)   disenfranchisement from mainstream society.
C)   a lack of patriotic responsibility.
D)   a lack of self-respect or self-worth.
E)   warnings against the rise of extreme or dangerous ideologies.F) A) and C)
G) A) and B)

Question 10

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is

Accepted Answer

A)   a reminder institutional ad.
B)   a pioneering institutional ad.
C)   a product institutional ad.
D)   a competitive institutional ad.
E)   an advocacy ad.F) B) and E)
G) A) and B)

Question 11

For marketers,the primary objective of coupons is to

Accepted Answer

A)   increase foot traffic in supermarkets.
B)   encourage repeat purchases.
C)   encourage trial.
D)   retaliate against competitor's actions.
E)   minimize brand-switching.F) B) and C)
G) A) and C)

Question 12

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)   AdRank.F) A) and E)
G) A) and C)

Question 13

Sales promotion expenditures account for __________ percent of all promotional spending.

Accepted Answer

A)   5
B)   12
C)   18
D)   24
E)   33F) A) and E)
G) A) and D)

Question 14

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)   as a relatively new medium, it has attracted limited use.
B)   it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter.
C)   the effectiveness of online advertising is still uncertain.
D)   it often creates more traffic than a firm can actually handle.
E)   pay-per-click search ads on Google are expensive and ineffective.F) D) and E)
G) None of the above

Question 15

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A)   a loyalty program that allows buyers to earn free food after making 10 purchases
B)   a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)   a coupon for a free soft drink with a gyro purchase
D)   a game with food prizes
E)   free Extra Juicy Gyro samples at local fairs and concertsF) A) and E)
G) A) and D)

Question 16

__________ 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)   ObjectiveF) B) and E)
G) A) and B)

Question 17

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as

Accepted Answer

A)   an intra-firm agency.
B)   an in-house agency.
C)   a full-service agency.
D)   a limited-service agency.
E)   a promotion department.F) B) and D)
G) C) and D)

Question 18

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Accepted Answer

A)   Second
B)   Satisfying customers
C)   Making money
D)   Beating Apple
E)   GreatF) A) and C)
G) None of the above

Question 19

Which of the following is not an aspect of identifying the target audience for an advertisement?

Accepted Answer

A)   The scheduling of the advertising can depend on the target audience.
B)   The Federal Communications Commission (FC
C)   suggests that advertising program decisions be based on market research about the target audience.
C)   The placement of the advertising depends on the target audience.
D)   The size of the advertising budget should dictate the target audience.
E)   Understanding the lifestyles, attitudes, and demographics of the target market is essential.F) C) and D)
G) B) and E)

Question 20

Continuous scheduling would most likely be used for advertising

Accepted Answer

A)   fishing rods.
B)   bathing suits.
C)   gardening supplies.
D)   bathroom cleaning supplies.
E)   children's toys.F) All of the above
G) A) and D)

Exam 15: Advertising, sales Promotion, and Public Relations

Which of the following statements about inquiry tests is most accurate?

Correct Answer
verified

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct Answer
verified

A competitive (or persuasive) ad

Correct Answer
verified

Sales promotion expenditures account for __________ percent of all promotional spending.

Correct Answer
verified

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is

Correct Answer
verified

A political ad that incorporates a fear appeal would most likely be expressed as

Correct Answer
verified

Correct Answer
verified

Product advertisements focus on selling

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

Correct Answer
verified

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

Correct Answer
verified

Which of the following is not an aspect of identifying the target audience for an advertisement?

Correct Answer
verified

Continuous scheduling would most likely be used for advertising

Correct Answer
verified

Consumer-oriented sales promotions are

Correct Answer
verified

All of the following statements regarding the training of distributors' sales forces are true except which?

Correct Answer
verified

For marketers,the primary objective of coupons is to

Correct Answer
verified

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

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Correct Answer
verified

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as

Correct Answer
verified

One disadvantage of using the Internet as an advertising medium is

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

Which of the following statements about inquiry tests is most accurate?

Correct AnswerverifiedShow Answer

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

Sales promotion expenditures account for __________ percent of all promotional spending.

Correct AnswerverifiedShow Answer

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is

Correct AnswerverifiedShow Answer

A political ad that incorporates a fear appeal would most likely be expressed as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Product advertisements focus on selling

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is not an aspect of identifying the target audience for an advertisement?

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions are

Correct AnswerverifiedShow Answer

All of the following statements regarding the training of distributors' sales forces are true except which?

Correct AnswerverifiedShow Answer

For marketers,the primary objective of coupons is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Correct AnswerverifiedShow Answer

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

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