Question 1

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  comparative
E)  differentiationF) D) and E)
G) A) and D)

Question 2

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Accepted Answer

A)  infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time.
B)  many advertisers are now choosing less expensive "spot" ads,which run between programs,or 15-second ads,rather than the traditional 30- or 60-second lengths.
C)  industry experts predict that more than 1 billion 3-D televisions will be sold by 2015.
D)  Cable TV networks are also "tagging" their programs to allow advertisers to place ads in scenes with particular themes.
E)  there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses.F) A) and B)
G) C) and E)

Question 3

Frequency refers to

Accepted Answer

A)  the number of different advertisements,sales promotions,or publicity events in an IMC campaign for a product or service.
B)  the total number of times an advertisement is aired on television or radio.
C)  the average number of times a firm airs an advertisement.
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)  the average number of times a person in the target audience is exposed to an advertisement.F) A) and E)
G) C) and D)

Question 4

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

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

Question 5

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 __________.

Accepted Answer

A)  premium
B)  sweepstakes
C)  deal
D)  contest
E)  trade promotionF) A) and B)
G) A) and C)

Question 6

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

Question 7

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

Question 8

Figure 15-A
-According to Figure 15-A above,"C" is the definition for which type of advertising agency?

Accepted Answer

A)  a full-service agency
B)  a limited-service agency
C)  a multi-media agency
D)  an in-house agency
E)  a social media agencyF) A) and D)
G) None of the above

Question 9

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A)  identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
B)  run shorter ads in a greater number of geographical areas.
C)  identify specific times of day or night when the target audience would be more likely to tune in.
D)  develop more creative ads so that more people will choose to see them.
E)  run the ads on less expensive,narrowly focused,specialized cable and satellite channels.F) A) and D)
G) B) and C)

Question 10

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A)  may lose their effectiveness in varying degrees if used in a global campaign.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  usually have great longevity,maintaining interest of the target audience for the duration of the campaign.
E)  don't appeal to the Generation Y cohort.F) C) and D)
G) B) and E)

Question 11

For marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

A)  eliminate the need for any special pricing promotion.
B)  retaliate against competitors' actions.
C)  encourage present customers to buy more.
D)  build business inventory.
E)  increase product trial and provide in-store support for other promotions.F) None of the above
G) A) and B)

Question 12

Which of the following is an important guideline when using a fear appeal?

Accepted Answer

A)  Make sure the advertisement is still appropriate for viewing by children.
B)  Make the appeal so strong that it appears humorous.
C)  Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D)  Avoid any reference to death or dying.
E)  Make sure to emphasize that the outcome rests in the viewers' hands.F) B) and E)
G) A) and C)

Question 13

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.

Accepted Answer

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

Question 14

-The Dial soap ad shown above is an example of which type of advertising?

Accepted Answer

A)  fear appeal
B)  competitive
C)  pioneering
D)  institutional
E)  reinforcementF) A) and E)
G) A) and B)

Question 15

-When Chevron places an ad like the one shown above,it wants to encourage consumers to use renewable energy.Which type of advertising is Chevron using?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  advocacy
E)  objectiveF) A) and B)
G) A) and E)

Question 16

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

Accepted Answer

A)  the short life span.
B)  they are used more than 150 billion times annually.
C)  the print pages are quicker and easier to use than the Internet.
D)  they are more mobile than other information sources.
E)  they are available 24/7/365.F) D) and E)
G) B) and D)

Question 17

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

Accepted Answer

A)  cannot target specific audiences.
B)  is very expensive to prepare and run ads.
C)  must use print for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) C) and D)
G) None of the above

Question 18

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  consumer-oriented promotions.
C)  reseller-oriented promotions.
D)  wholesaler-oriented promotions.
E)  retailer-oriented promotions.F) C) and D)
G) B) and E)

Question 19

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a _________.

Accepted Answer

A)  fear appeal
B)  rhetorical appeal
C)  life cycle appeal
D)  humorous appeal
E)  security appealF) C) and D)
G) None of the above

Question 20

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)  a sample
B)  a deal
C)  a premium
D)  a point-of-purchase display
E)  a introductory offerF) B) and D)
G) C) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

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

While many commercials that use humorous appeals gain the attention of the audience,they

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Which of the following is an important guideline when using a fear appeal?

Correct Answer
verified

-When Chevron places an ad like the one shown above,it wants to encourage consumers to use renewable energy.Which type of advertising is Chevron using?

Correct Answer
verified

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.

Correct Answer
verified

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Correct Answer
verified

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 __________.

Correct Answer
verified

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

Correct Answer
verified

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

Correct Answer
verified

For marketers,the primary objective of a point-of-purchase display is to

Correct Answer
verified

One way TV advertising can reduce wasted coverage is to

Correct Answer
verified

Figure 15-A -According to Figure 15-A above,"C" is the definition for which type of advertising agency?

Correct Answer
verified

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct Answer
verified

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their

Correct Answer
verified

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

Correct Answer
verified

-The Dial soap ad shown above is an example of which type of advertising?

Correct Answer
verified

Frequency refers to

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

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

While many commercials that use humorous appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using a fear appeal?

Correct AnswerverifiedShow Answer

-When Chevron places an ad like the one shown above,it wants to encourage consumers to use renewable energy.Which type of advertising is Chevron using?

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When Allyn went to get his newspaper,he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a point-of-purchase display is to

Correct AnswerverifiedShow Answer

One way TV advertising can reduce wasted coverage is to

Correct AnswerverifiedShow Answer

Figure 15-A -According to Figure 15-A above,"C" is the definition for which type of advertising agency?

Correct AnswerverifiedShow Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-The Dial soap ad shown above is an example of which type of advertising?

Correct AnswerverifiedShow Answer

Frequency refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

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
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Correct Answer
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Correct Answer
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Correct Answer
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