Question 1

Part of the implementation process at Fallon Worldwide for an advertising campaign is to

Accepted Answer

A)   select and schedule the media.
B)   compare the results with the chosen metrics, like click-through rate.
C)   research how advertising might influence prepurchase, purchase, and postpurchase activities.
D)   set objectives that are meaningful to the client.
E)   conceptualize a creative concept.F) C) and D)
G) D) and E)

Question 2

A sales promotion prominently displayed in a store aisle is called ________ display.

Accepted Answer

A)   a seasonal
B)   an automated
C)   an interactive
D)   a point-of-purchase
E)   a product samplingF) C) and D)
G) B) and D)

Question 3

Cooperative advertising refers to

Accepted Answer

A)   advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)   advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C)   advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall.
D)   advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)   advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) B) and E)
G) C) and D)

Question 4

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Accepted Answer

A)   sample.
B)   freestanding insert.
C)   point-of-purchase display.
D)   premium.
E)   deal.F) All of the above
G) B) and E)

Question 5

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other 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 Buy One Get One (BOGO)  deal as the prize.F) C) and D)
G) B) and C)

Question 6

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   decline
C)   maturity
D)   acceleration
E)   growthF) A) and C)
G) A) and B)

Question 7

One advantage of using billboards as an advertising medium is that

Accepted Answer

A)   it is environmentally friendly.
B)   it has universal appeal.
C)   it is particularly suited to national campaigns.
D)   it has good local reach and frequency.
E)   it is especially effective for persuasive advertisements.F) C) and E)
G) B) and E)

Question 8

Which of these is one of the three primary types of product advertisements?

Accepted Answer

A)   goodwill
B)   industrial
C)   persuasive
D)   pioneering
E)   subliminalF) A) and B)
G) A) and D)

Question 9

For marketers, the primary objective of coupons is to

Accepted Answer

A)   increase foot traffic in supermarkets.
B)   encourage repeat purchases.
C)   encourage trial.
D)   retaliate against competitor's actions.
E)   minimize brand-switching.F) C) and D)
G) C) and E)

Question 10

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

Accepted Answer

A)   a full-service agency.
B)   an in-house agency.
C)   a modified-service agency.
D)   a limited-service agency.
E)   a sales promotion firm.F) B) and C)
G) A) and C)

Question 11

Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and

Accepted Answer

A)   the capabilities of the advertising agency.
B)   audience preferences.
C)   the costs of alternative media.
D)   media spending by competitors.
E)   available airtime.F) B) and D)
G) A) and E)

Question 12

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Accepted Answer

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

Question 13

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

Accepted Answer

A)   a product placement.
B)   product continuity.
C)   a deal.
D)   subliminal advertising.
E)   a reverse product placement.F) A) and C)
G) B) and D)

Question 14

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, reminding 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 target millennials
D)   flyers sent to all the Milwaukee zip codes
E)   Milwaukee regional newspapersF) None of the above
G) A) and B)

Question 15

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

Accepted Answer

A)   advertising media.
B)   reach.
C)   the source.
D)   CPM.
E)   GRP.F) B) and D)
G) B) and E)

Question 16

A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price.

Accepted Answer

A)   deal
B)   premium
C)   sample
D)   rebate
E)   couponF) C) and D)
G) D) and E)

Question 17

Comparative advertisements

Accepted Answer

A)   are illegal in the United States.
B)   are disliked by most consumers and thus attract negative attention for the advertiser's brand.
C)   need market research to provide legal support for their claims.
D)   are a form of institutional advertising.
E)   are rarely constructed to be persuasive.F) A) and B)
G) All of the above

Question 18

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Accepted Answer

A)   Express strong support for First Amendment freedom and stand its ground.
B)   Develop an infomercial for its product that is relevant, useful to its customer, and entertaining.
C)   Produce a public service announcement in support of its current, successful approach.
D)   Take advantage of the publicity and run the ads in question more frequently.
E)   Take steps toward self-regulation, imposing standards on its promotional activities that reflect the values of society.F) C) and D)
G) A) and E)

Question 19

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 20

Publicity tools are

Accepted Answer

A)   methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
C)   short-term inducements of value offered to arouse interest in buying a product or service.
D)   methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
E)   free space or time donated by the media.F) A) and E)
G) C) and D)

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

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

Correct Answer
verified

List and briefly describe the four forms of institutional advertising.

Correct Answer
verified
Institutional advertisements are designe...
View Answer

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct Answer
verified

Correct Answer
verified

Cooperative advertising refers to

Correct Answer
verified

Part of the implementation process at Fallon Worldwide for an advertising campaign is to

Correct Answer
verified

Which of these is one of the three primary types of product advertisements?

Correct Answer
verified

One advantage of using billboards as an advertising medium is that

Correct Answer
verified

For marketers, the primary objective of coupons is to

Correct Answer
verified

A sales promotion prominently displayed in a store aisle is called ________ display.

Correct Answer
verified

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Correct Answer
verified

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

Correct Answer
verified

Publicity tools are

Correct Answer
verified

Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and

Correct Answer
verified

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct Answer
verified

A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price.

Correct Answer
verified

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Correct Answer
verified

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct Answer
verified

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

Correct Answer
verified

Comparative advertisements

Correct Answer
verified

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

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

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

Part of the implementation process at Fallon Worldwide for an advertising campaign is to

Correct AnswerverifiedShow Answer

Which of these is one of the three primary types of product advertisements?

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is that

Correct AnswerverifiedShow Answer

For marketers, the primary objective of coupons is to

Correct AnswerverifiedShow Answer

A sales promotion prominently displayed in a store aisle is called ________ display.

Correct AnswerverifiedShow Answer

A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a

Correct AnswerverifiedShow Answer

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

Correct AnswerverifiedShow Answer

Publicity tools are

Correct AnswerverifiedShow Answer

Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and

Correct AnswerverifiedShow Answer

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

A ________ is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price.

Correct AnswerverifiedShow Answer

Today, there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers

Correct AnswerverifiedShow Answer

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct AnswerverifiedShow Answer

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

Correct AnswerverifiedShow Answer

Comparative advertisements

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Institutional advertisements are designe...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified