Question 1

Trade promotions are

Accepted Answer

A)   promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, indirectly paid presentation of a company's products.
C)   advertisements that show actual consumers using the product in a barter or countertrade situation.
D)   sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)   sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and D)
G) B) and C)

Question 2

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

Accepted Answer

A)   The scheduling of the advertising can depend on the target audience.
B)   The Federal Communications Commission (FC
C)   suggests that 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) B) and D)
G) B) and E)

Question 3

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)   deals.
B)   rebates.
C)   samples.
D)   premiums.
E)   discounts.F) None of the above
G) All of the above

Question 4

All of the following statements are true about using sex appeals in advertising except which?

Accepted Answer

A)   Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)   Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)   Sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D)   Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E)   When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.F) All of the above
G) C) and D)

Question 5

________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

A)   Institutional
B)   Reminder
C)   Competitive
D)   Pioneering
E)   ObjectiveF) A) and E)
G) D) and E)

Question 6

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 7

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)   avoid because there are too many commercial interruptions.
B)   watch while multitasking.
C)   watch later on a DVR.
D)   believe are commercial-free.
E)   have seen previously.F) B) and D)
G) A) and D)

Question 8

Google purchased ________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)   YouTube
B)   ClickBot
C)   eBay
D)   DoubleHit
E)   DoubleClickF) D) and E)
G) B) and D)

Question 9

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing ________.

Accepted Answer

A)   medium; effort
B)   exposure; costs
C)   rating; frequency
D)   rating; share
E)   CPM; GRPF) None of the above
G) C) and E)

Question 10

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

Accepted Answer

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

Question 11

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Accepted Answer

A)   CPM = (Advertising cost ($)  ÷ Audience size)  × 100.
B)   CPM = (Frequency ($)  ÷ Audience size)  × 1,000.
C)   CPM = (Frequency ($)  ÷ Audience size)  × 100.
D)   CPM = (Advertising cost ($)  ÷ Audience size)  × 1,000.
E)   CPM = (Advertising cost ($)  ÷ Audience size)  × 1,000,000.F) B) and C)
G) B) and E)

Question 12

In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)   trade announcement
B)   news release
C)   infomercial
D)   news conference
E)   public trade announcementF) A) and E)
G) A) and B)

Question 13

All of the following statements are true about the 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 subscription and Internet options like 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 C)
G) B) and E)

Question 14

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 15

The key objective of competitive advertising is to

Accepted Answer

A)   tell people what a product is, what it can do, and where it can be found.
B)   show a brand's values and history.
C)   reinforce previous knowledge of a product.
D)   promote the advantages of one product class over another.
E)   persuade the target market to select the firm's brand rather than that of a competitor.F) All of the above
G) C) and E)

Question 16

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert...

Question 17

A comparative ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   assures current users they made the right choice.
C)   promotes a specific brand's features and benefits.
D)   tells people what a product is, what it can do, and where it can be found.
E)   shows one brand's strengths relative to those of competitors.F) A) and B)
G) A) and C)

Question 18

While reading the newspaper, Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Accepted Answer

A)   co-branding.
B)   a finance allowance.
C)   cooperative advertising.
D)   a merchandise allowance.
E)   specialty advertising.F) B) and D)
G) D) and E)

Question 19

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Accepted Answer

A)   a self-liquidating premium.
B)   a special deal.
C)   a rebate.
D)   sampling.
E)   product placement.F) All of the above
G) A) and E)

Question 20

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?

Accepted Answer

A)   a lottery
B)   a contest
C)   a premium
D)   a sweepstakes
E)   a dealF) C) and D)
G) A) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified

Google purchased ________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

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

________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct Answer
verified

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

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
verified

Trade promotions are

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The key objective of competitive advertising is to

Correct Answer
verified

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Correct Answer
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?

Correct Answer
verified

In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.

Correct Answer
verified

A comparative ad

Correct Answer
verified

While reading the newspaper, Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Correct Answer
verified

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct Answer
verified

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct Answer
verified
Reach is the number of different people ...
View Answer

All of the following statements are true about using sex appeals in advertising except which?

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

Google purchased ________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

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

________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing ________.

Correct AnswerverifiedShow Answer

Trade promotions are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The key objective of competitive advertising is to

Correct AnswerverifiedShow Answer

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

A comparative ad

Correct AnswerverifiedShow Answer

While reading the newspaper, Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

All of the following statements are true about using sex appeals in advertising except which?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Pretests are conducted before the advert...
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
Reach is the number of different people ...
View Answer

Correct Answer
verified