Question 1

most popular loyalty programs today are __________ reward programs.

Accepted Answer

A)   fast food
B)   airline travel
C)   hotel accommodations
D)   credit card
E)   grocery store itemsF) A) and B)
G) A) and C)

Question 2

Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products.It is placed in a high-traffic area of the store.This type of sales promotion is referred to as __________.

Accepted Answer

A)   a sample
B)   a freestanding insert
C)   a point-of-purchase display
D)   a premium
E)   a dealF) C) and D)
G) A) and B)

Question 3

key objective of a pioneering ad is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   show one brand's strengths relative to those of competitors.
C)   inform the target market.
D)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) B) and C)
G) C) and E)

Question 4

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A)   premium
B)   deal
C)   coupon
D)   rebate
E)   student incentiveF) All of the above
G) A) and E)

Question 5

three primary types of product advertisements are __________,competitive,and reminder.

Accepted Answer

A)   goodwill
B)   industrial
C)   persuasive
D)   pioneering
E)   subliminalF) A) and E)
G) A) and D)

Question 6

Starch Test Image
-Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) __________; (3) who read any part of the ad's copy; and (4) who read at least half of the ad.

Accepted Answer

A)   who felt the ad was vague or ambiguous
B)   who felt elements of the ad were inappropriate
C)   who saw or read any part of the ad identifying the product or brand
D)   who could summarize the key ad points in their own words
E)   who remembered having seen the ad before and had already tried the productF) All of the above
G) None of the above

Question 7

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Accepted Answer

A)   Express strong support for First Amendment freedom and stand its ground.
B)   Develop an infomercial for its product that is relevant, useful to its customer, and entertaining.
C)   Produce a public service announcement in support of its current, successful approach.
D)   Take advantage of the publicity and run the ads in question more frequently.
E)   Take steps toward self-regulation, imposing standards on its promotional activities that reflect the values of society.F) A) and B)
G) A) and D)

Question 8

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 trading stamp program that allows buyers to earn free food after making ten 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 C)
G) A) and B)

Question 9

of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)   has a short exposure time.
B)   cannot target specific audiences.
C)   cannot use humor, sound, and intimacy effectively.
D)   has a very limited amount of advertising time available.
E)   is easy to convey complex messages.F) C) and D)
G) D) and E)

Question 10

advantage of using billboards as an advertising medium is

Accepted Answer

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

Question 11

Figure 18-5
-According to Figure 18-5 above,"B" is the definition for which type of advertising agency?

Accepted Answer

A)   a full-service agency
B)   a limited-service agency
C)   an in-house agency
D)   a multi-media agency
E)   a social media agencyF) A) and D)
G) A) and E)

Question 12

The World Wide Fund for Nature Ad
-World Wide Fund for Nature ad shown above is an example of which type of appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   advocacy
E)   guiltF) A) and D)
G) C) and D)

Question 13

studies show that __________ are superior to other advertising strategies.

Accepted Answer

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

Question 14

Got Milk? Ad
-purpose of reminder 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)   bring the company's name to the attention of the target market again.
E)   promote the advantages of one product class over another.F) A) and B)
G) B) and E)

Question 15

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)   AdPage
B)   AdLeaf
C)   AdWords
D)   AdRank
E)   AdSenseF) A) and D)
G) D) and E)

Question 16

disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)   there is no similar competition.
B)   they are difficult to keep up to date.
C)   the ads are perishable.
D)   few households with telephones have them.
E)   advertisers must create extensive databases for delivery.F) C) and D)
G) All of the above

Question 17

terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)   buyer turnover.
B)   the frequency rate.
C)   brand awareness rate.
D)   forgetting rate.
E)   recall dissipation rate.F) C) and E)
G) A) and B)

Question 18

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 19

CPM Marketing Dashboard
-According to the CPM Marketing Dashboard above,the CPM for USA Today would be approximately

Accepted Answer

A)   $19.
B)   $30.
C)   $57.
D)   $88.
E)   $119.F) A) and C)
G) A) and E)

Question 20

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)   testers
C)   samples
D)   coupons
E)   premiumsF) C) and D)
G) B) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

disadvantage of using the yellow pages as an advertising medium is

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of the disadvantages associated with radio as an advertising medium is that it

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three primary types of product advertisements are __________,competitive,and reminder.

Correct AnswerverifiedShow Answer

advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

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

Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products.It is placed in a high-traffic area of the store.This type of sales promotion is referred to as __________.

Correct AnswerverifiedShow Answer

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct AnswerverifiedShow Answer

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Correct AnswerverifiedShow Answer

Got Milk? Ad -purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow 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

terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

Figure 18-5 -According to Figure 18-5 above,"B" is the definition for which type of advertising agency?

Correct AnswerverifiedShow Answer

Starch Test Image -Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) __________; (3) who read any part of the ad's copy; and (4) who read at least half of the ad.

Correct AnswerverifiedShow Answer

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

CPM Marketing Dashboard -According to the CPM Marketing Dashboard above,the CPM for USA Today would be approximately

Correct AnswerverifiedShow Answer

studies show that __________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

most popular loyalty programs today are __________ reward programs.

Correct AnswerverifiedShow Answer

The World Wide Fund for Nature Ad -World Wide Fund for Nature ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

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Institutional advertisements are designe...
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