Question 1

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

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)   CPT.
C)   TMP.
D)   CPM.
E)   CT.F) A) and B)
G) A) and E)

Question 3

All of these are alternative forms of institutional advertisements except which?

Accepted Answer

A)   competitive
B)   public service
C)   reminder
D)   pioneering
E)   advocacyF) A) and B)
G) C) and E)

Question 4

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)   products that are classified as shopping goods
B)   new products
C)   commodity products such as salt, sugar, and baking soda
D)   products that are perishable
E)   products that are classified as specialty goodsF) A) and B)
G) D) and E)

Question 5

Which of these is an advantage of using magazines as an advertising medium?

Accepted Answer

A)   It takes a relatively short time to place a magazine ad.
B)   The cost of placing a magazine ad is very low.
C)   A magazine ad has a long life.
D)   With magazines, noise is eliminated from the communications process.
E)   A magazine achieves high public visibility.F) C) and D)
G) A) and C)

Question 6

The key objective of a pioneering ad is to

Accepted Answer

A)   provide concrete evidence for comparison of a product's features and benefits.
B)   show one brand's strengths relative to those of competitors.
C)   inform the target market about a newly introduced product.
D)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) C) and E)
G) B) and C)

Question 7

The most common form of outdoor advertising is

Accepted Answer

A)   transit.
B)   point-of-purchase display.
C)   the billboard.
D)   the kiosk.
E)   in-store signage.F) A) and E)
G) A) and C)

Question 8

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

Question 9

Though the most common form of compensation is a fee-based model, ________ may also be compensated with a commission-based or an incentive-based model.

Accepted Answer

A)   a full-service agency
B)   an in-house agency
C)   a modified-service agency
D)   a promotional firm
E)   a limited-service agencyF) A) and D)
G) A) and C)

Question 10

CPM Marketing Dashboard
-According to the Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Accepted Answer

A)   $53.
B)   $120.
C)   $132.
D)   $165.
E)   $229.F) A) and E)
G) A) and B)

Question 11

Which of these statements about sales tests is most accurate?

Accepted Answer

A)   In 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)   In 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 retail sales.
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) C) and E)
G) A) and E)

Question 12

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

Accepted Answer

A)   product or service features
B)   time constraints
C)   pricing constraints
D)   segmentation methods
E)   advertising objectivesF) A) and B)
G) B) and C)

Question 13

Which of these is leading to changes in advertising using sex appeals?

Accepted Answer

A)   evolving views on gender identify
B)   modernization of state and local laws regarding indecency
C)   creation of a uniform standard of beauty
D)   loss of consumer attention for sexual content
E)   Millennial's preference for technology over the human formF) A) and B)
G) A) and E)

Question 14

A limited-service agency

Accepted Answer

A)   provides the most complete range of services.
B)   is compensated by a contractual agreement.
C)   provides a range of services from limited to full.
D)   avoids an integrated marketing approach.
E)   engages only in social media strategies.F) C) and D)
G) A) and B)

Question 15

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Accepted Answer

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

Question 16

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before It Changes You." This is an example of which type of appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   pioneering
E)   guiltF) A) and C)
G) A) and E)

Question 17

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Accepted Answer

A)   promotional strategies.
B)   cooperative advertising.
C)   public promotions.
D)   market-oriented promotions.
E)   publicity tools.F) A) and C)
G) D) and E)

Question 18

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

Question 19

There are a variety of online advertising options. The most popular are

Accepted Answer

A)   free search, classifieds, interactives, and interstitials.
B)   free search, banner ads, spamming, and video.
C)   wikis, RSS feeds, interstitials, and cookies.
D)   paid search, banner ads, classified ads, and video.
E)   pop-ups, paid search, streaming video, and spamming.F) C) and D)
G) A) and E)

Question 20

When a company uses ________, it is using its own advertising staff to provide the promotional services needed by the company.

Accepted Answer

A)   an intra-firm agency
B)   a promotion department
C)   an in-house agency
D)   a full-service agency
E)   a limited-service agencyF) A) and E)
G) A) and D)

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

Which of these is an advantage of using magazines as an advertising medium?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, buyer turnover refers to

Correct AnswerverifiedShow Answer

Though the most common form of compensation is a fee-based model, ________ may also be compensated with a commission-based or an incentive-based model.

Correct AnswerverifiedShow Answer

Which of these is leading to changes in advertising using sex appeals?

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Correct AnswerverifiedShow Answer

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When a company uses ________, it is using its own advertising staff to provide the promotional services needed by the company.

Correct AnswerverifiedShow Answer

There are a variety of online advertising options. The most popular are

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of these statements about sales tests is most accurate?

Correct AnswerverifiedShow Answer

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before It Changes You." This is an example of which type of appeal?

Correct AnswerverifiedShow Answer

A limited-service agency

Correct AnswerverifiedShow Answer

CPM Marketing Dashboard -According to the Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Correct AnswerverifiedShow Answer

All of these are alternative forms of institutional advertisements except which?

Correct AnswerverifiedShow Answer

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Fear appeals suggest to the consumer tha...
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