Question 1

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

A)   generate support for nonprofit organizations
B)   increase frequency of purchase of new products
C)   tout the competitive advantages of one industry over another
D)   build goodwill or an image for an organization
E)   promote alternative uses for a product classF) A) and B)
G) All of the above

Question 2

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Accepted Answer

A)   an infomercial
B)   a business bulletin
C)   a news release
D)   a broadcast summary
E)   a news broadcastF) D) and E)
G) B) and E)

Question 3

An aided recall posttest designed 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, is

Accepted Answer

A)   an attitude test.
B)   a prompted response test.
C)   an inquiry test.
D)   a concept test.
E)   a Starch test.F) A) and B)
G) D) and E)

Question 4

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

Question 5

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

Accepted Answer

A)   has a short exposure time.
B)   cannot target specific audiences.
C)   must use print for effect.
D)   has a limited amount of advertising time available.
E)   is not effective for conveying simple messages.F) C) and D)
G) None of the above

Question 6

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Accepted Answer

A)   advocacy
B)   comparative
C)   persuasive
D)   informative
E)   reminderF) B) and C)
G) A) and B)

Question 7

A form of click fraud is called PTR, which is an acronym for

Accepted Answer

A)   Paid-to-read.
B)   Ping-to-read.
C)   Profit-to-read.
D)   Place-to-read.
E)   Priced-to-read.F) C) and D)
G) A) and D)

Question 8

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   advocacy
E)   objectiveF) All of the above
G) C) and E)

Question 9

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 B)
G) C) and D)

Question 10

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Accepted Answer

A)   inexpensive.
B)   humorous.
C)   expensive.
D)   effective.
E)   competitive.F) A) and B)
G) B) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

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

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

Correct Answer
verified

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Correct Answer
verified

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct Answer
verified

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

Correct Answer
verified

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Correct Answer
verified

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct Answer
verified

An aided recall posttest designed 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, is

Correct Answer
verified

A form of click fraud is called PTR, which is an acronym for

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

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

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

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Correct AnswerverifiedShow Answer

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct AnswerverifiedShow Answer

An aided recall posttest designed 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, is

Correct AnswerverifiedShow Answer

A form of click fraud is called PTR, which is an acronym for

Correct AnswerverifiedShow 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

Correct Answer
verified

Correct Answer
verified