Question 1

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)   their ability to cover local markets.
B)   the long lead time for placing an ad.
C)   the long life span.
D)   the relatively high cost.
E)   competition for reader attention with other features in the newspaper.F) A) and B)
G) C) and D)

Question 2

When people outside the target market for the product see a firm's advertisement,it is referred to as

Accepted Answer

A)   wasted coverage.
B)   media divergence.
C)   dual exposure.
D)   overexposure.
E)   advertising spillover.F) A) and B)
G) B) and D)

Question 3

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

Accepted Answer

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

Question 4

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)   Comparative advertisements now constitute over 90 percent of all television ads.
B)   Comparative advertisements attract more consumer attention for the advertiser's brand.
C)   Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)   Comparative advertisements have been banned by the Federal Trade Commission.
E)   Comparative advertisements can, and often do, cause more harm than good.F) None of the above
G) A) and E)

Question 5

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A)   introduction
B)   harvesting
C)   mature
D)   growth
E)   declineF) A) and E)
G) C) and E)

Question 6

When a company uses __________,it is using its own advertising staff to provide the promotional services needed by the company.

Accepted Answer

A)   an intrafirm agency
B)   a promotion department
C)   an in-house agency
D)   a full-service agency
E)   a limited-service agencyF) B) and C)
G) B) and D)

Question 7

Which of the following is a publicity tool?

Accepted Answer

A)   point-of-purchase display
B)   merchandise allowances
C)   news releases
D)   sweepstakes
E)   cooperative advertisingF) All of the above
G) A) and C)

Question 8

Virgin Mobile,a mobile communications service provider,recently offered consumers a __________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Accepted Answer

A)   premium
B)   deal
C)   coupon
D)   rebate
E)   student incentiveF) A) and B)
G) A) and C)

Question 9

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)   there is no competition.
B)   the print pages are quicker and easier to use than the Internet.
C)   they are more mobile than other information sources.
D)   they have excellent coverage of geographic segments.
E)   there are no delivery costs.F) A) and D)
G) A) and C)

Question 10

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A)   10
B)   20
C)   30
D)   40
E)   50F) C) and D)
G) B) and C)

Question 11

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

Pretests are conducted before the advert...

Question 12

A promotion related to the movie Insurgent was seen in cinemas throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Accepted Answer

A)   sample.
B)   freestanding insert.
C)   point-of-purchase display.
D)   premium.
E)   deal.F) A) and E)
G) B) and D)

Question 13

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Accepted Answer

A)   premium
B)   rebate
C)   coupon
D)   deal
E)   product placementF) A) and C)
G) A) and B)

Question 14

Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

Accepted Answer

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

Question 15

Leading up to Super Bowl weekend,Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos.A panel of judges then selects the finalists,posts the submissions on the Doritos Facebook page,and opens up voting by the public to name the $1 million prize winner.Which type of sales promotion is Doritos using?

Accepted Answer

A)   a deal
B)   a sweepstakes
C)   a contest
D)   sponsor-generated content
E)   a loyalty programF) B) and C)
G) A) and B)

Question 16

Most advertising messages are made up of two elements,which are

Accepted Answer

A)   rhetorical and persuasive.
B)   informational and persuasive.
C)   functional and creative.
D)   functional and persuasive.
E)   informational and rhetorical.F) A) and B)
G) A) and C)

Question 17

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)   avoid because there are too many commercial interruptions.
B)   watch while multitasking.
C)   watch later on a DVR.
D)   believe are commercial-free.
E)   have seen previously.F) C) and E)
G) B) and C)

Question 18

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Accepted Answer

A)   be an Einstein
B)   ask a question
C)   be in need
D)   be at your desk
E)   be on your computerF) A) and E)
G) B) and D)

Question 19

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow,and recommends its services to winterize cars and trucks before the snow falls.What type of ad is this?

Accepted Answer

A)   seasonal
B)   subliminal
C)   reminder
D)   pioneering
E)   comparativeF) None of the above
G) All of the above

Question 20

One the Internet you may find interactive ads that have drop-down menus,built-in games,or search engines to engage viewers which are referred to as

Accepted Answer

A)   rich media.
B)   banner ads.
C)   interactive media.
D)   pay-per-click ads.
E)   infotainment ads.F) A) and B)
G) None of the above

Exam 15: Advertising, sales Promotion, and Public Relations

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Correct Answer
verified

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

Virgin Mobile,a mobile communications service provider,recently offered consumers a __________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Correct Answer
verified

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified

One the Internet you may find interactive ads that have drop-down menus,built-in games,or search engines to engage viewers which are referred to as

Correct Answer
verified

When a company uses __________,it is using its own advertising staff to provide the promotional services needed by the company.

Correct Answer
verified

A promotion related to the movie Insurgent was seen in cinemas throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Correct Answer
verified

Which of the following statements about comparative advertising is most accurate?

Correct Answer
verified

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Correct Answer
verified

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow,and recommends its services to winterize cars and trucks before the snow falls.What type of ad is this?

Correct Answer
verified

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

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

Most advertising messages are made up of two elements,which are

Correct Answer
verified

Which of the following is a publicity tool?

Correct Answer
verified

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.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

When people outside the target market for the product see a firm's advertisement,it is referred to as

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

Correct Answer
verified

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m.to 11 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Correct AnswerverifiedShow Answer

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Virgin Mobile,a mobile communications service provider,recently offered consumers a __________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Correct AnswerverifiedShow Answer

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

One the Internet you may find interactive ads that have drop-down menus,built-in games,or search engines to engage viewers which are referred to as

Correct AnswerverifiedShow Answer

When a company uses __________,it is using its own advertising staff to provide the promotional services needed by the company.

Correct AnswerverifiedShow Answer

A promotion related to the movie Insurgent was seen in cinemas throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Correct AnswerverifiedShow Answer

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow,and recommends its services to winterize cars and trucks before the snow falls.What type of ad is this?

Correct AnswerverifiedShow Answer

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

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

Most advertising messages are made up of two elements,which are

Correct AnswerverifiedShow Answer

Which of the following is a publicity tool?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

When people outside the target market for the product see a firm's advertisement,it is referred to as

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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Pretests are conducted before the advert...
View Answer

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Correct Answer
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