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________ ads are expensive but effective: Pepsi ads led to 3,932,000 views on its website,; Weathertech increased customer engagement by 225 percent; and a study of movies released after their ads ran showed an increase of $8.4 million in opening weekend revenue.


A) Reinforcement
B) Online
C) Super Bowl
D) Competitive
E) Cooperative

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

Correct Answer

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Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?


A) reach
B) frequency
C) CPM
D) rating
E) GRP

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

Correct Answer

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Reinforcement ads are reminder ads that


A) assure current users they made the correct choice in choosing the product.
B) reinforce previous knowledge of a product.
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D) reaffirm a company's position on an issue of importance or interest.
E) reassure the company it has made the right choice in advertising the product.

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

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


A) reach.
B) frequency.
C) costs.
D) ratings.
E) appeal.

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

Correct Answer

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Virgin Mobile, a mobile communications service provider, recently offered consumers a ________ of $100 when they switched their service during a seven-week period, and deducted it from the first bill.


A) premium
B) deal
C) coupon
D) rebate
E) student incentive.

F) All of the above
G) None of the above

Correct Answer

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CPM Marketing Dashboard -According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately A) $35. B) $120. C) $132. D) $165. E) $209. CPM Marketing Dashboard -According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately


A) $35.
B) $120.
C) $132.
D) $165.
E) $209.

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

Correct Answer

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Which of the following is a publicity tool?


A) point-of-purchase display
B) merchandise allowances
C) news conference
D) sweepstakes
E) cooperative advertising

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

Correct Answer

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When Google chose a new model for its advertising, it decided to


A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B) randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C) customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.

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

Correct Answer

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


A) introduction
B) decline
C) maturity
D) acceleration
E) growth

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

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________ can take three forms: pioneering (or informational) , competitive (or persuasive) , and reminder.


A) Product advertisements
B) Service advertisements
C) Persuasive advertisements
D) Institutional advertisements
E) Cooperative advertisements

F) A) and E)
G) None of the above

Correct Answer

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The purpose of reminder institutional advertisements 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) bring the company's name to the attention of the target market again.
E) promote the advantages of one product class over another.

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

Correct Answer

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Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements.


A) advocacy
B) competitive
C) reminder
D) comparative
E) differentiation

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

Correct Answer

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A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as


A) a continuous schedule.
B) a phased schedule.
C) a pulse schedule.
D) a turnover schedule.
E) an intermittent schedule.

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

Correct Answer

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


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

Correct Answer

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


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

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

Correct Answer

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Which of the following is one of three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors?


A) reminder advertising
B) cooperative advertising
C) pioneering advertising
D) competitive advertising
E) comparative advertising

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

Correct Answer

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Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as


A) premiums
B) rebates.
C) deals.
D) contests.
E) sweepstakes.

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

Correct Answer

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A common publicity tool is the ________, in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.


A) infomercial
B) news release
C) news conference
D) news flash
E) brand briefing

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

Correct Answer

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An infomercial is


A) a public service announcement used to notify local citizens of impending danger due to weather or other natural disasters.
B) a form of advertisement whose sole purpose is to entertain.
C) a program-length (30-minute) advertisement that takes an educational approach to communication with potential customers.
D) a direct response TV and radio ad that airs during the late night or weekend mornings.
E) educationally formatted programming that consumers order privately by using the "on demand" services of their cable providers.

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

Correct Answer

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One of the most common measures in advertising is cost per thousand


A) impressions.
B) occurrences.
C) purchases.
D) new trials.
E) frequencies.

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

Correct Answer

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