Question 1

The three approaches to setting advertising schedules are

Accepted Answer

A)  flexible,seasonal,and continuous.
B)  spontaneous,continuous,and intermittent.
C)  continuous,flighting,and pulse.
D)  daytime,primetime,and off-peak.
E)  sporadic,intermittent,and infrequent.F) B) and E)
G) B) and C)

Question 2

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)  GRP
B)  CPA
C)  TMP
D)  CPM
E)  MF) A) and E)
G) B) and E)

Question 3

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

Accepted Answer

A)  500,000 readers.
B)  1 million readers.
C)  1.5 million readers.
D)  5 million readers.
E)  10 million readers.F) A) and D)
G) A) and C)

Question 4

Continuous scheduling would most likely be used for advertising _________.

Accepted Answer

A)  fishing rods
B)  bathing suits
C)  gardening supplies
D)  bathroom cleaner
E)  children's toysF) B) and D)
G) B) and C)

Question 5

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

Accepted Answer

A)  there is no similar competition.
B)  they are facing increasing public concern about the environmental impact of their paper-based print versions.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) C) and D)
G) B) and E)

Question 6

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

Accepted Answer

A)  identifying the target audience
B)  evaluating a campaign
C)  designing the advertising
D)  pretesting the advertising
E)  scheduling the advertising programF) A) and C)
G) A) and B)

Question 7

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

Accepted Answer

A)  competitive institutional advertisement.
B)  competitive product advertisement.
C)  reminder institutional advertisement.
D)  advocacy institutional advertisement.
E)  pioneering institutional advertisement.F) B) and C)
G) C) and D)

Question 8

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

Question 9

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

Accepted Answer

A)  Pack rat
B)  Back rub
C)  Rub down
D)  Black eye
E)  GoogolplexF) All of the above
G) D) and E)

Question 10

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.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  pioneering institutionalF) None of the above
G) A) and B)

Question 11

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Accepted Answer

A)  gender
B)  education
C)  income
D)  ethnicity
E)  occupationF) A) and E)
G) All of the above

Question 12

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?

Accepted Answer

A)  BOGO deal
B)  self-liquidating premium
C)  sample
D)  rebate
E)  couponF) B) and E)
G) C) and D)

Question 13

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 D)
G) None of the above

Question 14

A full-service advertising agency refers to

Accepted Answer

A)  an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,it has input into actual product design.
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C)  an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.
D)  firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E)  one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money.F) C) and E)
G) C) and D)

Question 15

A news conference is a(n)

Accepted Answer

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 D)
G) C) and D)

Question 16

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium,it has attracted limited use.
B)  pay-per-click search ads on Google are expensive and ineffective.
C)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
D)  it often creates more traffic than a firm can actually handle.
E)  an animation or video can require a long download time due to their files size.F) B) and E)
G) A) and E)

Question 17

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?

Accepted Answer

A)  10
B)  20
C)  30
D)  40
E)  50F) B) and C)
G) C) and E)

Question 18

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) _________.

Accepted Answer

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

Question 19

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 more consumer attention for the advertiser's brand.
C)  Comparative advertisements can decrease 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,cause more harm than good.F) A) and B)
G) All of the above

Question 20

List two advantages and two disadvantages of using yellow pages,Internet,and billboards for advertising.

Accepted Answer

Yellow Pages—Advantages: (1) they are us...

Exam 15: Advertising, Sales Promotion, and Public Relations

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow 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

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?

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using yellow pages,Internet,and billboards for advertising.

Correct AnswerverifiedYellow Pages—Advantages: (1) they are us...View AnswerShow Answer

Continuous scheduling would most likely be used for advertising _________.

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Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

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

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

Correct AnswerverifiedShow Answer

A full-service advertising agency refers to

Correct AnswerverifiedShow Answer

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

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

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The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

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The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it?

Correct AnswerverifiedShow Answer

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as a(n)

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A news conference is a(n)

Correct AnswerverifiedShow Answer

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Yellow Pages—Advantages: (1) they are us...
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