Question 1

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 2

Figure 15-1B
-With respect to Figure 15-1B above,"A" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Accepted Answer

A)  direct mail
B)  newspapers
C)  radio
D)  magazines
E)  televisionF) A) and D)
G) None of the above

Question 3

The three primary types of product advertisement are __________.

Accepted Answer

A)  pioneering,institutional,and informational
B)  humor,sex,and fear
C)  pioneering,competitive,and reminder
D)  competitive,subliminal,and institutional
E)  cognitive,affective,and behavioralF) C) and E)
G) All of the above

Question 4

All of the following are examples of posttests EXCEPT:

Accepted Answer

A)  inquiry test
B)  sales test
C)  attitude test
D)  unaided recall test
E)  jury testF) B) and D)
G) A) and E)

Question 5

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Accepted Answer

A)  focus groups
B)  portfolio tests
C)  jury tests
D)  theater tests
E)  performance testsF) C) and D)
G) B) and C)

Question 6

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead-time needed to place an ad.
C)  the relatively high cost.
D)  the lack of noise associated with the use of magazines in the communication channel.
E)  the antagonism with environmentalists.F) All of the above
G) B) and E)

Question 7

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000,what would your CPM be?

Accepted Answer

A)  $5.00
B)  $4.00
C)  $3.00
D)  $2.00
E)  $1.00F) B) and C)
G) A) and B)

Question 8

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Accepted Answer

A)  product advertisements.
B)  service advertisements.
C)  persuasive advertisements.
D)  institutional advertisements.
E)  cooperative advertisements.F) A) and E)
G) C) and D)

Question 9

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and reminds them that Trice is the source for all their gift-giving needs?

Accepted Answer

A)  prime time national television
B)  magazines targeted toward wealthy residents of Milwaukee
C)  radio stations that targets millennials
D)  flyers sent to all the Milwaukee zip codes
E)  Milwaukee regional newspapersF) B) and C)
G) A) and B)

Question 10

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

Question 11

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A)  functional allowance.
B)  merchandise allowance.
C)  case allowance.
D)  finance allowance.
E)  manufacturer's inducement.F) All of the above
G) B) and E)

Question 12

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

Accepted Answer

A)  The National Enquirer and The National Review
B)  The Wall Street Journal and USA Today
C)  The Daily Beast and The National Enquirer
D)  The New York Times and The Wall Street Journal
E)  The Christian Science Monitor and The Huffington PostF) A) and C)
G) B) and C)

Question 13

Reinforcement ads are reminder ads that

Accepted Answer

A)  assure current users they made the correct choice in choosing the product.
B)  reinforce previous knowledge of a product.
C)  repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D)  reaffirm a company's position on an issue of importance or interest.
E)  reassure the company it has made the right choice in advertising the product.F) A) and E)
G) C) and E)

Question 14

Starch Test Image
-The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Accepted Answer

A)  attitude test
B)  prompted response test
C)  inquiry test
D)  concept test
E)  aided recall testF) B) and C)
G) B) and D)

Question 15

Nabisco Sales Promotion Image
-The Nabisco sales promotion image above was seen in grocery stores throughout the U.S.The Nabisco bus was designed to promote its Ritz and other cracker products.The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks.The "bus," which provided storage for the featured products,was 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) A) and E)
G) A) and B)

Question 16

The means by which an advertising message is communicated to the target audience is through

Accepted Answer

A)  advertising media.
B)  reach and frequency.
C)  a source.
D)  CPM.
E)  celebrity spokespeople.F) C) and E)
G) A) and C)

Question 17

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations
B)  increase frequency of purchase of new products
C)  tout the competitive advantages of one industry over another
D)  build goodwill or an image for an organization
E)  promote alternative uses for a product classF) A) and B)
G) B) and D)

Question 18

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Accepted Answer

A)  frequency.
B)  CPM.
C)  reach.
D)  rating.
E)  gross rating points.F) A) and B)
G) A) and E)

Question 19

When preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of __________.

Accepted Answer

A)  advertising
B)  publicity
C)  sales promotion
D)  personal selling
E)  direct marketingF) C) and D)
G) B) and C)

Question 20

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)  the amount of time between repeat purchases for a given product.
B)  how often new buyers enter the market to buy a product.
C)  the amount of time for a buyer to enter and exit a product's life cycle.
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)  the ratio of repeat purchases to the number of buyers for an offering.F) B) and D)
G) B) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

A discount on each case ordered during a specific period of time is referred to as a

Correct Answer
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Correct Answer
verified

In terms of scheduling advertising,buyer turnover refers to

Correct Answer
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All of the following are examples of posttests EXCEPT:

Correct Answer
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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
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Figure 15-1B -With respect to Figure 15-1B above,"A" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct Answer
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Reinforcement ads are reminder ads that

Correct Answer
verified

Correct Answer
verified

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct Answer
verified

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Correct Answer
verified

The three primary types of product advertisement are __________.

Correct Answer
verified

Starch Test Image -The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Correct Answer
verified

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct Answer
verified

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000,what would your CPM be?

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

Correct Answer
verified

Correct Answer
verified

The means by which an advertising message is communicated to the target audience is through

Correct Answer
verified

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct Answer
verified
The conflicting goals are maximizing exp...
View Answer

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

A discount on each case ordered during a specific period of time is referred to as a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,buyer turnover refers to

Correct AnswerverifiedShow Answer

All of the following are examples of posttests EXCEPT:

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

Figure 15-1B -With respect to Figure 15-1B above,"A" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct AnswerverifiedShow Answer

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are __________.

Correct AnswerverifiedShow Answer

Starch Test Image -The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000,what would your CPM be?

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The means by which an advertising message is communicated to the target audience is through

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Correct AnswerverifiedShow Answer

Correct Answer
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The conflicting goals are maximizing exp...
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Correct Answer
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