Question 1

Newspaper circulation and television ratings are measures of ________ in advertising.

Accepted Answer

A)   reach
B)   share
C)   CPM
D)   scope
E)   rankingF) B) and C)
G) A) and B)

Question 2

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls. Which type of ad is this?

Accepted Answer

A)   seasonal
B)   subliminal
C)   reminder
D)   pioneering
E)   comparativeF) C) and E)
G) A) and D)

Question 3

The availability of streaming services has led to new trends in television viewing, including watching multiple episodes of a series in a short period of time, known as

Accepted Answer

A)   wasted coverage.
B)   cord-cutting.
C)   wireless TV.
D)   media freedom.
E)   binge watching.F) A) and C)
G) B) and C)

Question 4

All of these statements regarding the training of distributors' sales forces are true except which?

Accepted Answer

A)   A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products.
B)   Manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)   Intermediaries can perform customer contact and selling functions for the producers they represent.
D)   Both retailers and wholesalers employ and manage their own sales personnel.
E)   Resellers' sales forces are typically the most sophisticated and knowledgeable about a manufacturer's products.F) B) and E)
G) A) and E)

Question 5

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there. This is an example of which type of advertising?

Accepted Answer

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

Question 6

A variation of product placement, called ________, brings fictional products to the marketplace.

Accepted Answer

A)   an advanced placement
B)   product continuity
C)   reverse product placement
D)   trade-oriented sales promotion
E)   subliminal advertisingF) None of the above
G) B) and D)

Question 7

All of these are true about coupons except which?

Accepted Answer

A)   The majority of coupons are distributed as freestanding inserts in newspapers.
B)   Most coupons are now issued without an expiration date.
C)   Coupon usage among consumers is now fairly steady and quite popular.
D)   The online coupon redemption rate is higher than for paper coupons.
E)   Coupons generated at Internet sites and on mobile phones make up a very small proportion of all coupons.F) None of the above
G) A) and B)

Question 8

List two advantages and two disadvantages of using each of these for advertising: television, radio, magazines, and newspapers.

Accepted Answer

Television-Advantages: (1) reaches extre...

Question 9

Which of these statements regarding transit advertising is most accurate?

Accepted Answer

A)   The growth in mass transit is declining in major cities.
B)   In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
C)   Selectivity in transit advertising is unavailable to advertisers that want to buy space by neighborhood or bus route.
D)   Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E)   Transit advertising is a form of indoor advertising in stadiums, arenas, etc.F) A) and B)
G) A) and E)

Question 10

What are the steps to develop an advertising program?

Accepted Answer

The steps are: (1) identify the target a...

Question 11

Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks, watching through her cable provider's on-demand services. She saw the same ads for CarMax and Verizon too many times to count. In advertising terms, CarMax and Verizon have achieved high ________ with viewers of this program.

Accepted Answer

A)   reach
B)   frequency
C)   gross rating points
D)   cost per thousand
E)   ratingsF) B) and D)
G) C) and D)

Question 12

All of these statements are true about television as an advertising medium except which?

Accepted Answer

A)   Infomercials are increasingly popular because of the low average cost of a 30-minute block of television time.
B)   Many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15-second ads, rather than the traditional 30- or 60-second lengths.
C)   Television advertising is preferred by many marketers because it is inexpensive.
D)   Viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and Internet and subscription services such as Netflix and Hulu.
E)   There are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.F) A) and E)
G) C) and E)

Question 13

The Starch test uses aided recall to determine the percentage of those who did which of these?

Accepted Answer

A)   felt the ad was vague or ambiguous
B)   felt elements of the ad were inappropriate
C)   could summarize the key ad points in their own words
D)   remember seeing a specific magazine ad
E)   had already tried the productF) A) and D)
G) C) and D)

Question 14

All of these statements are true about coupons except which?

Accepted Answer

A)   Couponing can reduce gross revenues by lowering the price paid by already-loyal consumers.
B)   Manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers.
C)   Studies suggest that market share does increase during the period immediately after coupons are distributed.
D)   Recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons.
E)   The redemption rate for online coupons is substantially higher than other forms of coupons.F) C) and E)
G) C) and D)

Question 15

When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   competitiveF) C) and D)
G) A) and E)

Question 16

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

Accepted Answer

A)   $0.50
B)   $2.00
C)   $2.50
D)   $4.50
E)   $5.00F) B) and C)
G) B) and E)

Question 17

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

Accepted Answer

A)   steady
B)   flighting
C)   dripping
D)   pulsing
E)   burstF) A) and B)
G) A) and C)

Question 18

________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)   An organizational allowance
B)   A case allowance
C)   A finance allowance
D)   A manufacturer's inducement
E)   A merchandise allowanceF) A) and D)
G) All of the above

Question 19

Another name for pioneering advertising is ________ advertising.

Accepted Answer

A)   differentiation
B)   persuasive
C)   prospecting
D)   awareness
E)   informationalF) None of the above
G) A) and B)

Question 20

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A)   emotional aspects
B)   price points
C)   psychological aspects
D)   financial risks
E)   key benefitsF) None of the above
G) D) and E)

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

Correct Answer
verified

A variation of product placement, called ________, brings fictional products to the marketplace.

Correct Answer
verified

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Correct Answer
verified

The Starch test uses aided recall to determine the percentage of those who did which of these?

Correct Answer
verified

All of these statements regarding the training of distributors' sales forces are true except which?

Correct Answer
verified

What are the steps to develop an advertising program?

Correct Answer
verified
The steps are: (1) identify the target a...
View Answer

Another name for pioneering advertising is ________ advertising.

Correct Answer
verified

All of these statements are true about television as an advertising medium except which?

Correct Answer
verified

The availability of streaming services has led to new trends in television viewing, including watching multiple episodes of a series in a short period of time, known as

Correct Answer
verified

All of these are true about coupons except which?

Correct Answer
verified

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls. Which type of ad is this?

Correct Answer
verified

When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?

Correct Answer
verified

Which of these statements regarding transit advertising is most accurate?

Correct Answer
verified

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there. This is an example of which type of advertising?

Correct Answer
verified

Newspaper circulation and television ratings are measures of ________ in advertising.

Correct Answer
verified

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

Correct Answer
verified

List two advantages and two disadvantages of using each of these for advertising: television, radio, magazines, and newspapers.

Correct Answer
verified
Television-Advantages: (1) reaches extre...
View Answer

All of these statements are true about coupons except which?

Correct Answer
verified

________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct Answer
verified

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

Correct Answer
verified

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

Correct AnswerverifiedShow Answer

A variation of product placement, called ________, brings fictional products to the marketplace.

Correct AnswerverifiedShow Answer

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Correct AnswerverifiedShow Answer

The Starch test uses aided recall to determine the percentage of those who did which of these?

Correct AnswerverifiedShow Answer

All of these statements regarding the training of distributors' sales forces are true except which?

Correct AnswerverifiedShow Answer

What are the steps to develop an advertising program?

Correct AnswerverifiedThe steps are: (1) identify the target a...View AnswerShow Answer

Another name for pioneering advertising is ________ advertising.

Correct AnswerverifiedShow Answer

All of these statements are true about television as an advertising medium except which?

Correct AnswerverifiedShow Answer

The availability of streaming services has led to new trends in television viewing, including watching multiple episodes of a series in a short period of time, known as

Correct AnswerverifiedShow Answer

All of these are true about coupons except which?

Correct AnswerverifiedShow Answer

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls. Which type of ad is this?

Correct AnswerverifiedShow Answer

When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?

Correct AnswerverifiedShow Answer

Which of these statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there. This is an example of which type of advertising?

Correct AnswerverifiedShow Answer

Newspaper circulation and television ratings are measures of ________ in advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using each of these for advertising: television, radio, magazines, and newspapers.

Correct AnswerverifiedTelevision-Advantages: (1) reaches extre...View AnswerShow Answer

All of these statements are true about coupons except which?

Correct AnswerverifiedShow Answer

________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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The steps are: (1) identify the target a...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Television-Advantages: (1) reaches extre...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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