Question 1

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

Accepted Answer

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

Question 2

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 3

DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

Accepted Answer

A)  Monsters vs.Aliens; 3D
B)  Toy Story; digitally enhanced
C)  Kung Fu Panda; HD
D)  Oobermind; HD Dolby
E)  Shrek the Musical; Sound synthetizationF) C) and E)
G) B) and C)

Question 4

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is particularly suited to national campaigns.
D)  it is a relatively low-cost advertising alternative.
E)  it is especially suited for persuasive advertisements.F) B) and E)
G) C) and D)

Question 5

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Accepted Answer

A)  deal
B)  coupon
C)  sample
D)  premium
E)  product placementF) All of the above
G) A) and B)

Question 6

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  there are no real costs except computers used for initial encoding.
D)  it is relatively simple to run national online campaign across multiple sites.
E)  it offers a way to reach younger consumers who have developed a preference for online communication.F) B) and C)
G) C) and D)

Question 7

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 other, unpopular ideologies.F) C) and D)
G) A) and E)

Question 8

The three primary types of product advertisement are, _________, and reminder.

Accepted Answer

A)  industrial
B)  competitive
C)  pioneering
D)  informational
E)  psychologicalF) C) and D)
G) C) and E)

Question 9

TransWave International is a small company that has developed a system that uses the Web and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

A)  reminder
B)  objective
C)  pioneering
D)  competitive
E)  institutionalF) A) and C)
G) B) and E)

Question 10

Google's first search engine was called " __________."

Accepted Answer

A)  Pack rat
B)  Back rub
C)  Rub down
D)  Black eye
E)  elgoogF) C) and D)
G) B) and E)

Question 11

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

Accepted Answer

A)  Great
B)  Close
C)  Second
D)  Almost
E)  MaybeF) C) and E)
G) B) and D)

Question 12

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________.

Accepted Answer

A)  carry allowance
B)  haulage allowance
C)  freight allowance
D)  finance allowance
E)  case allowanceF) B) and E)
G) A) and C)

Question 13

The primary purpose of a pioneering 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)  show one brand's strengths relative to those of competitors.
D)  reinforce previous knowledge of a product.
E)  build goodwill or an image for an organization rather than promote a specific product or service.F) A) and B)
G) C) and E)

Question 14

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n)  _________.

Accepted Answer

A)  in-house agencies
B)  full-service agencies
C)  promotional firms
D)  limited-service agencies
E)  modified-service agenciesF) B) and C)
G) All of the above

Question 15

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n)  __________ ad.

Accepted Answer

A)  reminder institutional
B)  informational institutional
C)  reminder product
D)  competitive product
E)  pioneering productF) B) and D)
G) A) and D)

Question 16

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) C) and D)
G) A) and E)

Question 17

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

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract less consumer attention in the advertiser's brand.
C)  Comparative advertisements increase 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 more harm than good.F) A) and E)
G) All of the above

Question 18

A sales promotion prominently displayed in a store aisle is called a(n)  __________ display.

Accepted Answer

A)  seasonal
B)  automated
C)  interactive
D)  point-of-purchase
E)  product samplingF) None of the above
G) A) and E)

Question 19

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

Accepted Answer

A)  introduction
B)  maturity
C)  harvesting
D)  growth
E)  entryF) A) and C)
G) B) and D)

Question 20

The Wall Street Journal and USA Today, each have a national distribution of more than

Accepted Answer

A)  2 million readers.
B)  19 million readers.
C)  27 million readers.
D)  32 million readers.
E)  59 million readers.F) C) and D)
G) A) and B)

Exam 16: Advertising, Sales Promotion, and Public Relations

The three primary types of product advertisement are, _________, and reminder.

Correct Answer
verified

The Wall Street Journal and USA Today, each have a national distribution of more than

Correct Answer
verified

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________.

Correct Answer
verified

The purpose of a reminder advertisement is to

Correct Answer
verified

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Correct Answer
verified

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Correct Answer
verified

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

Correct Answer
verified

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n) _________.

Correct Answer
verified

What is the difference between a coupon and a deal?

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

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

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

The primary purpose of a pioneering advertisement is to

Correct Answer
verified

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Correct Answer
verified

DreamWorks' CEO Katzenberg considered the company's first movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

Correct Answer
verified

Google's first search engine was called " __________."

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

One advantage of using outdoor advertising as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

The three primary types of product advertisement are, _________, and reminder.

Correct AnswerverifiedShow Answer

The Wall Street Journal and USA Today, each have a national distribution of more than

Correct AnswerverifiedShow Answer

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________.

Correct AnswerverifiedShow Answer

The purpose of a reminder advertisement is to

Correct AnswerverifiedShow Answer

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Correct AnswerverifiedShow Answer

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n) _________.

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The primary purpose of a pioneering advertisement is to

Correct AnswerverifiedShow Answer

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Correct AnswerverifiedShow Answer

DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

Correct AnswerverifiedShow Answer

Google's first search engine was called " __________."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using outdoor advertising as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

DreamWorks' CEO Katzenberg considered the company's first movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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