Question 1

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)   has a long exposure time.
B)   cannot target specific audiences.
C)   has a perishable message.
D)   cannot use humor, sound, and intimacy effectively.
E)   is criticized as a traffic hazard.F) C) and E)
G) B) and D)

Question 2

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) All of the above
G) A) and D)

Question 3

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

Accepted Answer

A)   fear appeal
B)   competitive
C)   pioneering
D)   institutional
E)   reinforcementF) A) and B)
G) A) and C)

Question 4

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Accepted Answer

A)   a pioneering
B)   a competitive
C)   a reminder
D)   a political
E)   an advocacyF) A) and C)
G) C) and D)

Question 5

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

Question 6

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 7

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Accepted Answer

A)   15-second
B)   30-second
C)   60-second
D)   infomercial
E)   Super BowlF) C) and D)
G) A) and C)

Question 8

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)   a merchandise deal.
B)   a product enhancement.
C)   a loyalty program.
D)   retail positioning.
E)   experiential decoding.F) D) and E)
G) B) and C)

Question 9

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

Question 10

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)   there is no need to segment markets.
B)   the ads can be interactive and link directly to the advertiser.
C)   there are no real costs except computers used for initial encoding.
D)   online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)   messages are automatically translated into multiple languages.F) A) and B)
G) B) and E) B

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

An advantage of newspaper 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) B) and D)
G) A) and D)

Question 14

Consumer-oriented sales promotions are

Accepted Answer

A)   sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers.
B)   promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C)   methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D)   advertisements that show actual consumers using the product.
E)   sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.F) None of the above
G) A) and D)

Question 15

The most popular loyalty programs today are ________ reward programs.

Accepted Answer

A)   fast-food
B)   airline travel
C)   hotel accommodations
D)   credit card
E)   grocery store itemsF) A) and D)
G) D) and E) D

Question 16

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Accepted Answer

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

Question 17

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   inform 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) B) and D)
G) D) and E)

Question 18

Google's ________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)   AdPage
B)   AdSupport
C)   AdWords
D)   AdRank
E)   AdSenseF) A) and B)
G) A) and C)

Question 19

The Starch test uses a(n)  ________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

Accepted Answer

A)   attitude test
B)   prompted response test
C)   inquiry test
D)   concept test
E)   aided recall testF) A) and B)
G) None of the above

Question 20

When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   guilt
E)   self-esteemF) A) and B)
G) A) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

One of the disadvantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is

Correct AnswerverifiedShow Answer

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

Correct AnswerverifiedShow Answer

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

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

What is the difference between a contest and sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Correct AnswerverifiedShow Answer

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An advantage of newspaper advertising is

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions are

Correct AnswerverifiedShow Answer

The most popular loyalty programs today are ________ reward programs.

Correct AnswerverifiedD

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Correct AnswerverifiedE

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

Google's ________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

The Starch test uses a(n) ________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

Correct AnswerverifiedShow Answer

When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Correct AnswerverifiedShow Answer

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A contest requires consumers to apply th...
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B

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D

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E

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