Question 1

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)  __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  humorous appeal
E)  sex appealF) B) and E)
G) A) and D)

Question 2

Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Accepted Answer

A)  posttests
B)  pretests
C)  test screenings
D)  aided recall testing
E)  sales testsF) B) and D)
G) D) and E)

Question 3

A testimonial ad for a First Alert carbon monoxide (CO)  detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use __________.

Accepted Answer

A)  compassionate appeals
B)  guilt appeals
C)  family appeals
D)  fear appeals
E)  coercive appealsF) A) and B)
G) C) and E)

Question 4

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.

Accepted Answer

A)  publicity
B)  sales promotion
C)  advertising
D)  personal selling
E)  direct marketingF) None of the above
G) A) and E)

Question 5

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 have a long life span or use period.
D)  they are more mobile than other information sources.
E)  there are no delivery costs.F) D) and E)
G) C) and D)

Question 6

All of the following statements are true about coupons EXCEPT:

Accepted Answer

A)  coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons.
B)  companies that have decreased their use of coupons as redemption rates have fallen.
C)  the number of coupons generated at Internet sites and on mobile phones has been increasing.
D)  online coupons only account for a small percentage of total coupon redemptions.
E)  most coupons are distributed as freestanding inserts in newspapers.F) A) and B)
G) All of the above

Question 7

TransWave International is a small company that has developed a system that uses the Internet 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)  competitive
C)  pioneering
D)  institutional
E)  objectiveF) A) and D)
G) A) and E)

Question 8

The purpose of competitive institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a company is, what it can do, and where it is located.
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) D) and E)
G) A) and D)

Question 9

Today, there are two popular variations of sweepstakes: (1)  one that offers products that consumers value as the prize and (2)  one that offers __________.

Accepted Answer

A)  double or triple the face value of a coupon as the prize
B)  a free sample of the firm's product as the prize
C)  an "experience" as the prize
D)  a cash rebate for the purchase of the firm's product as the prize
E)  a BOGO deal as the prizeF) A) and D)
G) B) and C)

Question 10

When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________.

Accepted Answer

A)  news release
B)  news conference
C)  promotional giveaway
D)  PSA
E)  cooperative advertisementF) B) and E)
G) C) and E)

Question 11

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  coupons
E)  premiumsF) A) and D)
G) A) and C)

Question 12

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) None of the above
G) B) and D)

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)  the brand awareness rate.
D)  the forgetting rate.
E)  the recall dissipation ratE.Text term definition - purchase frequency.F) C) and D)
G) B) and E)

Question 14

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  trade announcement
B)  news release
C)  infomercial
D)  news conference
E)  public trade announcementF) A) and D)
G) C) and E)

Question 15

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)  Understanding the demographics of the target market is essential.
C)  The placement of the advertising depends on the target audience.
D)  The Federal Trade Commission (FT
C)   suggests that advertising program decisions be based on market research about the target audience.
E)  Understanding the lifestyles and attitudes of the target market is essential.F) D) and E)
G) A) and B)

Question 16

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

A)  deal.
B)  rebate.
C)  sample.
D)  premium.
E)  coupon.F) A) and E)
G) A) and D)

Question 17

Which advertising medium uses circulation to describe its reach - the number of different people or households exposed to an advertisement?

Accepted Answer

A)  radio
B)  billboards
C)  television
D)  newspapers
E)  InternetF) A) and C)
G) B) and E)

Question 18

Google's first search engine was called __________.

Accepted Answer

A)  Pack Rat
B)  Back Rub
C)  Rub Down
D)  Black Eye
E)  GoogolplexF) A) and D)
G) C) and D)

Question 19

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 20

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Exam 15: Advertising, Sales Promotion, and Public Relations

Google's first search engine was called __________.

Correct Answer
verified

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Correct Answer
verified

Correct Answer
verified

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Correct Answer
verified

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

Correct Answer
verified

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________.

Correct Answer
verified

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct Answer
verified

Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

Correct Answer
verified

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use __________.

Correct Answer
verified

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 Answer
verified

Which advertising medium uses circulation to describe its reach - the number of different people or households exposed to an advertisement?

Correct Answer
verified

The purpose of competitive institutional advertisements is to

Correct Answer
verified

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

Correct Answer
verified

All of the following statements are true about coupons EXCEPT:

Correct Answer
verified

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Google's first search engine was called __________.

Correct AnswerverifiedShow Answer

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________.

Correct AnswerverifiedShow Answer

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct AnswerverifiedShow Answer

Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

Correct AnswerverifiedShow Answer

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use __________.

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

Which advertising medium uses circulation to describe its reach - the number of different people or households exposed to an advertisement?

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following statements are true about coupons EXCEPT:

Correct AnswerverifiedShow Answer

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Setting schedules requires an understand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified