Question 1

A news conference is

Accepted Answer

A)   an announcement regarding changes in a company or product line.
B)   free space or time in a newspaper or on a broadcast medium.
C)   a publicity tool that utilizes high-visibility individuals in lobbying activities.
D)   a meeting of top news executives to decide advertising policy.
E)   an informational meeting to which representatives of the media are invited.F) A) and B)
G) A) and C)

Question 2

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A)   identifying the target audience.
B)   evaluating a campaign.
C)   designing the advertising.
D)   pretesting the advertising.
E)   scheduling the advertising program.F) A) and E)
G) B) and E)

Question 3

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results)  and consumer purchase tests (measuring retail sales that result from a given advertising campaign)  are examples of

Accepted Answer

A)   aided recall tests.
B)   unaided recall tests.
C)   attitude tests.
D)   sales tests.
E)   inquiry tests.F) B) and E)
G) B) and D)

Question 4

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "________ just isn't good enough."

Accepted Answer

A)   Second
B)   Satisfying customers
C)   Making money
D)   Beating Apple
E)   GreatF) A) and C)
G) A) and D)

Question 5

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Accepted Answer

A)   carry allowance.
B)   haulage allowance.
C)   finance allowance.
D)   case allowance.
E)   freight allowance.F) A) and E)
G) C) and D)

Question 6

Google's mission is to

Accepted Answer

A)   receive 20 billion inquiries each day.
B)   be the first company to generate $100 billion in revenues every year.
C)   be the most socially responsible company on earth.
D)   obtain corporate sustainability by the year 2025.
E)   organize the world's information and make it universally accessible and useful.F) None of the above
G) All of the above

Question 7

Advertisers are expecting and planning for large growth in

Accepted Answer

A)   virtual and augmented reality.
B)   direct-to-DVR.
C)   16K Ultra HD satellite TV.
D)   90-second commercials.
E)   commercials broadcast on home control technology.F) A) and C)
G) A) and B)

Question 8

One form of outdoor advertising is

Accepted Answer

A)   direct selling.
B)   public service announcements.
C)   transit advertising.
D)   premiums.
E)   the yellow pages.F) C) and E)
G) A) and D)

Question 9

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Accepted Answer

A)   gross rating points.
B)   CPM.
C)   reach.
D)   rating.
E)   share points.F) A) and B)
G) All of the above

Question 10

Product placement refers to

Accepted Answer

A)   the consumer promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product.
B)   the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C)   being placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D)   the use of a brand-name product in a movie, television show, video game, or commercial without the manufacturer's knowledge or permission, and without compensation.
E)   a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.F) None of the above
G) A) and B)

Question 11

CPM Marketing Dashboard
-According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Accepted Answer

A)   $35.
B)   $121.
C)   $132.
D)   $165.
E)   $209.F) B) and C)
G) B) and E)

Question 12

Which sales promotion tool is the best match for the growth in consumer-generated content?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   contests
E)   dealsF) B) and C)
G) A) and C)

Question 13

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A)   religious repercussions after death.
B)   disenfranchisement from mainstream society.
C)   a lack of patriotic responsibility.
D)   a lack of self-respect or self-worth.
E)   warnings against the rise of extreme or dangerous ideologies.F) C) and E)
G) All of the above

Question 14

Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images, reminding them that Trice is the source for all their gift-giving needs?

Accepted Answer

A)   prime time national television
B)   magazines targeted toward wealthy residents of Milwaukee
C)   radio stations that targets millennials
D)   flyers sent to all the Milwaukee zip codes
E)   Milwaukee regional newspapersF) A) and D)
G) B) and C)

Question 15

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Accepted Answer

A)   frequency.
B)   CPM.
C)   reach.
D)   rating.
E)   gross rating points.F) None of the above
G) A) and C)

Question 16

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called

Accepted Answer

A)   a sales test.
B)   a jury test.
C)   a theater test.
D)   an attitude test.
E)   a portfolio test.F) A) and B)
G) C) and D)

Question 17

The purpose of competitive institutional advertisements is to

Accepted Answer

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

Question 18

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)   there is no competition.
B)   the print pages are quicker and easier to use than the Internet.
C)   they are more mobile than other information sources.
D)   they have excellent coverage of geographic segments.
E)   there are no delivery costs.F) A) and E)
G) A) and D)

Question 19

A competitive (or persuasive)  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 E)
G) C) and D)

Question 20

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)   a sample
B)   a deal
C)   a premium
D)   a point-of-purchase display
E)   an introductory offerF) A) and C)
G) D) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct Answer
verified

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Correct Answer
verified

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

One form of outdoor advertising is

Correct Answer
verified

A news conference is

Correct Answer
verified

A competitive (or persuasive) ad

Correct Answer
verified

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct Answer
verified

CPM Marketing Dashboard -According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Correct Answer
verified

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Correct Answer
verified

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Correct Answer
verified

Which sales promotion tool is the best match for the growth in consumer-generated content?

Correct Answer
verified

The purpose of competitive institutional advertisements is to

Correct Answer
verified

Product placement refers to

Correct Answer
verified

Google's mission is to

Correct Answer
verified

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called

Correct Answer
verified

Correct Answer
verified

Advertisers are expecting and planning for large growth in

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "________ just isn't good enough."

Correct Answer
verified

A political ad that incorporates a fear appeal would most likely be expressed as

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct AnswerverifiedShow Answer

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Correct AnswerverifiedShow Answer

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

One form of outdoor advertising is

Correct AnswerverifiedShow Answer

A news conference is

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct AnswerverifiedShow Answer

CPM Marketing Dashboard -According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Correct AnswerverifiedShow Answer

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Correct AnswerverifiedShow Answer

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer-generated content?

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Google's mission is to

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertisers are expecting and planning for large growth in

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "________ just isn't good enough."

Correct AnswerverifiedShow Answer

A political ad that incorporates a fear appeal would most likely be expressed as

Correct AnswerverifiedShow Answer

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