Filters
Question type
Study Flashcards

The purpose of an advocacy advertisement is to


A) promote a specific brand's features and benefits.
B) tell people what a company is, what it can do, and where it is located.
C) state the position of a company on an issue.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

F) A) and C)
G) C) and D)

Correct Answer

verifed

verified

Pretests are


A) tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B) tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C) tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D) tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement.
E) sample ad campaigns submitted by competing advertising agencies before receiving a formal contract for that account.

F) D) and E)
G) B) and E)

Correct Answer

verifed

verified

Toyota unveiled its new off-road-ready package, the 2019 TRD Pro Series for the Tundra, Tacoma, and 4Runner, during the 2018 Chicago Auto Show. The media was invited to the presentation and the launch was widely reported. This is an example of a


A) news release.
B) news conference.
C) promotional giveaway.
D) PSA.
E) cooperative advertisement.

F) All of the above
G) A) and C)

Correct Answer

verifed

verified

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?


A) lobbying
B) events management
C) disclosure statement
D) news release
E) public service announcement

F) None of the above
G) B) and D)

Correct Answer

verifed

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

verifed

verified

The conflicting goals are maximizing exp...

View Answer

Because of consumer "banner blindness," the current click-through rate is ________ percent.


A) 0.01
B) 0.1
C) 1
D) 5
E) 10

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

Correct Answer

verifed

verified

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages. This campaign consists of ________ ads.


A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) pioneering institutional

F) All of the above
G) D) and E)

Correct Answer

verifed

verified

Digital billboards allow advertisers to quickly present ________ ads, which are based on current events, weather, business conditions, etc.


A) local and national news
B) public service announcements
C) conditional content
D) point-of-purchase
E) infomercial

F) A) and C)
G) A) and E)

Correct Answer

verifed

verified

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


A) focus groups.
B) portfolio tests.
C) jury tests.
D) theater tests.
E) performance tests.

F) B) and E)
G) B) and C)

Correct Answer

verifed

verified

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using ________ to test the effectiveness of ads in the magazine.


A) inquiry testing
B) concept testing
C) portfolio testing
D) aided recall
E) unaided recall

F) A) and D)
G) C) and D)

Correct Answer

verifed

verified

A full-service advertising agency is


A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design.
B) an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs.
E) one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations itself.

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

Correct Answer

verifed

verified

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as


A) publicity.
B) sales promotion.
C) advertising.
D) personal selling.
E) direct marketing.

F) C) and D)
G) All of the above

Correct Answer

verifed

verified

An in-house agency


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

F) A) and E)
G) A) and B)

Correct Answer

verifed

verified

Nabisco used a freestanding rack in the shape of a bus to promote its Ritz and other cracker products. The goal of the sales promotion was to maximize 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 U.S. grocery stores. This type of sales promotion is referred to as a


A) sample.
B) freestanding insert.
C) point-of-purchase display.
D) premium.
E) deal.

F) C) and D)
G) D) and E)

Correct Answer

verifed

verified

Which of these is not an aspect of identifying the target audience for an advertisement?


A) The scheduling of the advertising can depend on the target audience.
B) To limit bias, advertising program decisions be based on market research about the target audience.
C) The placement of the advertising depends on the target audience.
D) The size of the advertising budget should dictate the target audience.
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.

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

Correct Answer

verifed

verified

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.


A) deals
B) rebates
C) samples
D) premiums
E) coupons

F) B) and E)
G) D) and E)

Correct Answer

verifed

verified

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster. Such advertisements use


A) compassionate appeals.
B) guilt appeals.
C) family appeals.
D) fear appeals.
E) coercive appeals.

F) B) and D)
G) B) and E)

Correct Answer

verifed

verified

The average number of times a person in the target audience is exposed to an advertisement is referred to as


A) the exposure rate.
B) GRPs.
C) frequency.
D) the coverage rate.
E) CPM.

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

Correct Answer

verifed

verified

Which of these is a trend that influences newspapers today?


A) There is growth in digital versions of printed newspapers.
B) Newspapers are enjoying increasing circulation.
C) Newspapers are increasing the number of printed pages.
D) More cities are increasing the number of newspapers that are available.
E) Cheaper newsstand prices have rekindled an interest in newspapers.

F) B) and D)
G) D) and E)

Correct Answer

verifed

verified

A Duracell print ad shows a Christmas gift with the tagline "Tip: Don't forget the batteries!," making it what type of product advertisement?


A) pioneering
B) reminder
C) reinforcement
D) comparative
E) competitive

F) A) and E)
G) B) and D)

Correct Answer

verifed

verified

Showing 101 - 120 of 321

Related Exams

Exam 1

Creating Customer Relationships and Value Through Marketing

239 Questions

Exam 2

Developing Successful Organizational and Marketing Strategies

349 Questions

Exam 3

Scanning the Marketing Environment

275 Questions

Exam 4

Ethical and Social Responsibility for Sustainable Marketing

192 Questions

Exam 5

Understanding Consumer Behavior

361 Questions

Exam 6

Understanding Organizations As Customers

202 Questions

Exam 7

Understanding and Reaching Global Consumers and Markets

252 Questions

Exam 8

Marketing Research: From Customer Insights to Actions

287 Questions

Exam 9

Market Segmentation, Targeting, and Positioning

200 Questions

Exam 10

Developing New Products and Services

271 Questions

Exam 11

Managing Successful Products, Services, and Brands

347 Questions

Exam 12

Services Marketing

215 Questions

Exam 13

Building the Price Foundation

237 Questions

Exam 14

Arriving at the Final Price

319 Questions

Exam 15

Managing Marketing Channels and Supply Chains

304 Questions

Exam 16

Retailing and Wholesaling

329 Questions

Exam 17

Integrated Marketing Communications and Direct Marketing

240 Questions

Exam 18

Advertising, Sales Promotion, and Public Relations

312 Questions

Exam 20

Personal Selling and Sales Management

147 Questions

Exam 21

Implementing Interactive and Multi-Channel Marketing

317 Questions

Exam 22

Pulling It All Together: the Strategic Marketing Proces

171 Questions

Exam 23

Building an Effective Marketing Plan

83 Questions

Exam 24

Financial Aspects of Marketing

24 Questions

Show Answer