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One disadvantage of using the Internet as an advertising medium is


A) technical and administrative standards for the various online advertising formats are still evolving.
B) as a relatively new medium,it has attracted limited use.
C) pay-per-click search ads on Google are expensive and ineffective.
D) it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E) it often creates more traffic than a firm can actually handle.

F) A) and D)
G) All of the above

Correct Answer

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There are five common approaches to posttests: __________,unaided recall,attitude tests,inquiry tests,and sales tests.


A) aided recall
B) jury tests
C) tracking tests
D) performance tests
E) comparison tests

F) A) and E)
G) A) and D)

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According to Figure 18-4 above,which firm has the LARGEST share of the Internet search market at 66.5%?


A) Ask
B) AOL
C) Microsoft
D) Yahoo!
E) Google

F) A) and B)
G) C) and D)

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One advantage of using the Internet as an advertising medium is


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) online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E) online ads almost always result in a "click," an action that leads to the purchasing of a product.

F) All of the above
G) A) and E)

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In terms of scheduling advertising,purchase frequency refers to


A) the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product.
B) the number of times a buyer purchases a product during its life cycle.
C) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
D) how frequently a product is purchased over a particular time period.
E) the idea that the more frequently the product is purchased,the less advertising repetition is required.

F) C) and D)
G) None of the above

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A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.


A) premium
B) sweepstakes
C) deal
D) contest
E) trade promotion

F) B) and D)
G) C) and D)

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A news conference is a(n)


A) announcement regarding changes in a company or product line.
B) free space or time in a newspaper or on a broadcast medium.
C) publicity tool that utilizes high-visibility individuals in lobbying activities.
D) meeting of top news executives to decide advertising policy.
E) an informational meeting to which representatives of the media are invited.

F) A) and B)
G) C) and E)

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America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign would consist of __________ ads.


A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) pioneering institutional

F) A) and B)
G) B) and E)

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What is the term for when people in households only watch TV through a broadband connection?


A) wasted coverage
B) zero TV
C) wireless TV
D) multimedia TV
E) media divergence

F) A) and B)
G) C) and E)

Correct Answer

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One of the advantages associated with television as an advertising medium is that it


A) is a low-cost medium.
B) has a short exposure time.
C) can target specific audiences.
D) has an unlimited amount of advertising time available.
E) can be used to convey complex messages.

F) B) and E)
G) A) and B)

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An ad for Conesco Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.


A) rhetorical appeal
B) baby boomer appeal
C) humorous appeal
D) fear appeal
E) security appeal

F) C) and D)
G) A) and B)

Correct Answer

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According to the UMD 18: CPM Marketing Dashboard above,the CPM for USA Today would be approximately


A) $35.
B) $120.
C) $132.
D) $165.
E) $209.

F) None of the above
G) A) and E)

Correct Answer

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


A) With sales tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the cost inquiries are presumed to be the most effective.
B) With sales 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.
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
D) In a sales 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 a sales 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) A) and B)

Correct Answer

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When developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.


A) product or service features
B) time constraints
C) pricing constraints
D) target audiences
E) advertising objectives

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

Correct Answer

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A variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.


A) complementary goods
B) bonus goods
C) BOGO
D) free goods
E) promotional allowance

F) A) and C)
G) None of the above

Correct Answer

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High-quality TV commercials typically cost about $354,000 to produce a __________ ad


A) 15-second
B) 30-second
C) 60-second
D) infomercial
E) Super Bowl

F) A) and D)
G) A) and B)

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The Budweiser ad above,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of a __________ advertisement.


A) pioneering
B) competitive
C) reminder
D) political
E) advocacy

F) A) and B)
G) A) and C)

Correct Answer

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When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase,it was using a __________.


A) deal
B) rebate
C) coupon
D) sample
E) premium

F) C) and E)
G) B) and C)

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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 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?


A) 10
B) 20
C) 30
D) 40
E) 50

F) B) and E)
G) D) and E)

Correct Answer

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A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n) __________ advertisement.


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

F) A) and B)
G) A) and C)

Correct Answer

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