Question 1

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 2

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

Question 3

Which of these is one of three key factors when selecting the media for an advertising campaign?

Accepted Answer

A)   the perceived risk
B)   the sustainability of the message
C)   the reputation of the prospective media firm
D)   the media habits of the target audience
E)   the length of time required to get the message acrossF) B) and E)
G) B) and D)

Question 4

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)   scope.
B)   share.
C)   CPM.
D)   rating.
E)   reach.F) C) and D)
G) B) and D)

Question 5

Gross rating points (GRPs)  are determined by the formula

Accepted Answer

A)   reach multiplied by frequency.
B)   reach multiplied by rating.
C)   cost multiplied by frequency.
D)   cost divided by reach.
E)   cost divided by audience size times 1000.F) B) and C)
G) D) and E)

Question 6

A print ad for Allegra allergy medication offers a free purple seat cushion to customers when they make their first purchase. This seat cushion is an example of a

Accepted Answer

A)   sample.
B)   deal.
C)   rebate.
D)   premium.
E)   coupon.F) D) and E)
G) A) and E)

Question 7

In Fallon Worldwide's organizational structure, copywriters are part of the ________ department.

Accepted Answer

A)   operations
B)   creative
C)   media
D)   production
E)   managementF) B) and C)
G) A) and E)

Question 8

In 2000, a 30-second ad during the Super Bowl cost $2.1 million. By 2019, the cost had more than doubled to $5.25 million for a 30-second spot. The most likely reason for the escalating cost is that

Accepted Answer

A)   the number of TV viewers of the Super Bowl has become very large.
B)   the ads are much more elaborate and therefore more expensive to produce.
C)   the NFL knows advertisers will pay anything it wants.
D)   the ad agencies have dramatically increased their creative and production fees.
E)   the companies that create Super Bowl ads do not have to run any other ads all year.F) None of the above
G) B) and D)

Question 9

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as

Accepted Answer

A)   co-branding.
B)   a subliminal tie-in.
C)   product placement.
D)   a partnership promotion.
E)   product parallelism.F) A) and C)
G) B) and E)

Question 10

An advantage of newspapers advertising is

Accepted Answer

A)   the ability to use lifestyle segmentation.
B)   the short lead time for placing an ad.
C)   excellent color graphics.
D)   minimum distraction from other features.
E)   extended life span.F) All of the above
G) A) and C)

Question 11

Virgin Mobile, a mobile communications service provider, recently offered consumers a ________ of $100 when they switched their service during a seven-week period, and deducted it from the first bill.

Accepted Answer

A)   premium
B)   deal
C)   coupon
D)   rebate
E)   student incentiveF) B) and D)
G) A) and B)

Question 12

One advantage of using directories as an advertising medium is

Accepted Answer

A)   there is no competition.
B)   the print pages are quicker and easier to use than the Internet.
C)   they are more mobile than other information sources.
D)   they have excellent coverage of rural and older segments.
E)   there are no delivery costs.F) A) and E)
G) A) and B)

Question 13

A potential problem with using sex appeals in advertising is that

Accepted Answer

A)   what men find sexy, most women do not, and vice versa.
B)   ads using sex appeal do not attract as much attention as those using other appeals.
C)   sex in advertising typically appeals to only younger audiences.
D)   an ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)   sex in advertising alienates too large a segment of typical audiences.F) B) and D)
G) C) and E)

Question 14

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Accepted Answer

A)   trade-oriented sales promotions.
B)   manufacturers' promotions.
C)   channel promotions.
D)   consumer-oriented sales promotions.
E)   reseller promotions.F) B) and E)
G) D) and E)

Question 15

Sales promotion expenditures account for ________ percent of all promotional spending.

Accepted Answer

A)   5
B)   12
C)   18
D)   24
E)   33F) C) and E)
G) C) and D)

Question 16

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)   trade promotion programs.
B)   consumer promotion programs.
C)   cooperative advertising programs.
D)   cause-related marketing programs.
E)   shared-responsibility programs.F) B) and E)
G) A) and B)

Question 17

Which of these statements about online advertising is most accurate?

Accepted Answer

A)   It is easy to measure the impact of online advertising.
B)   Although annoying, click fraud and web-tipping are not causing real financial damage.
C)   Although they are popular for younger generations, few baby boomers can be reached with online ads.
D)   Though all online ads may not result in "clicks," studies show they can still result in higher purchases and website traffic.
E)   "Clickbots" can help eliminate fraud in online advertising.F) A) and C)
G) None of the above

Question 18

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)   takes a relatively short time to read.
B)   incorporates four-color graphics too frequently.
C)   usually has little competition with other media features.
D)   is quickly replacing television advertising.
E)   is perceived to be more inspirational than other media.F) All of the above
G) A) and E)

Question 19

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Accepted Answer

A)   CPM = (Advertising cost ($)  ÷ Audience size)  × 100.
B)   CPM = (Frequency ($)  ÷ Audience size)  × 1,000.
C)   CPM = (Frequency ($)  ÷ Audience size)  × 100.
D)   CPM = (Advertising cost ($)  ÷ Audience size)  × 1,000.
E)   CPM = (Advertising cost ($)  ÷ Audience size)  × 1,000,000.F) A) and B)
G) None of the above

Question 20

One of the primary benefits Fallon Worldwide receives by being owned by the holding company Publicis Communications is

Accepted Answer

A)   access to competitive intelligence from its competitors that are owned by the same firm.
B)   an ideal portfolio of high-profile clients.
C)   an increased reputation for being a socially responsible company.
D)   an ability to rebrand to more closely align with new objectives.
E)   useful research on a scale that is not available to a small company.F) A) and D)
G) None of the above

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

One advantage of using directories as an advertising medium is

Correct AnswerverifiedShow Answer

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as

Correct AnswerverifiedShow Answer

In Fallon Worldwide's organizational structure, copywriters are part of the ________ department.

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

The number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

Which of these statements about online advertising is most accurate?

Correct AnswerverifiedShow Answer

Sales promotion expenditures account for ________ percent of all promotional spending.

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 of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

A potential problem with using sex appeals in advertising is that

Correct AnswerverifiedShow Answer

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct AnswerverifiedShow Answer

A print ad for Allegra allergy medication offers a free purple seat cushion to customers when they make their first purchase. This seat cushion is an example of a

Correct AnswerverifiedShow Answer

Which of these is one of three key factors when selecting the media for an advertising campaign?

Correct AnswerverifiedShow Answer

Virgin Mobile, a mobile communications service provider, recently offered consumers a ________ of $100 when they switched their service during a seven-week period, and deducted it from the first bill.

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

An advantage of newspapers advertising is

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

In 2000, a 30-second ad during the Super Bowl cost $2.1 million. By 2019, the cost had more than doubled to $5.25 million for a 30-second spot. The most likely reason for the escalating cost is that

Correct AnswerverifiedShow Answer

One of the primary benefits Fallon Worldwide receives by being owned by the holding company Publicis Communications is

Correct AnswerverifiedShow Answer

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Coupons are sales promotions that offer ...
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