Question 1

A(n)  ________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)   turnkey-service agency
B)   complete spectrum agency
C)   multiservice agency
D)   in-house agency
E)   full-service agencyF) A) and D)
G) A) and C)

Question 2

All of the following are difficulties associated with creating an actual advertising message except which?

Accepted Answer

A)   Compensating actors is very expensive.
B)   Shooting commercials in several locations for global campaigns has increased.
C)   Replacing actors with computer-generated animation is ineffective since humans are best to develop a fear, sex, or humorous appeal.
D)   Designing quality artwork, layout, and production for advertisements is time-consuming.
E)   Developing additional content for websites or online video channels is often also required to complement traditional commercials.F) A) and B)
G) A) and C)

Question 3

All of the following statements are true about coupons except which?

Accepted Answer

A)   Coupon usage among consumers is now fairly steady at about 80 percent.
B)   Companies have decreased their use of coupons as redemption rates have fallen.
C)   The number of coupons generated at Internet sites and on mobile phones has been increasing.
D)   Online coupons only account for a small percentage of total coupon redemptions.
E)   Most coupons are distributed as freestanding inserts in newspapers.F) C) and D)
G) None of the above

Question 4

In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)   buyer turnover.
B)   the frequency rate.
C)   the brand awareness rate.
D)   the forgetting rate.
E)   the recall dissipation rate.F) All of the above
G) A) and B)

Question 5

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Accepted Answer

A)   pioneering institutional advertisement
B)   competitive institutional advertisement
C)   advocacy institutional advertisement
D)   reminder institutional advertisement
E)   subliminal institutional advertisementF) B) and C)
G) B) and E)

Question 6

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   persuasiveF) A) and B)
G) A) and C)

Question 7

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

Accepted Answer

A)   an authoritarian appeal.
B)   a coercive appeal.
C)   a family appeal.
D)   a humorous appeal.
E)   a sex appeal.F) A) and B)
G) All of the above

Question 8

When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Accepted Answer

A)   humor
B)   fear
C)   sex
D)   nostalgic
E)   guiltF) B) and E)
G) All of the above

Question 9

Which of the following is one of the commonly used forms of institutional advertising?

Accepted Answer

A)   sustainable
B)   persuasive
C)   philanthropic
D)   informational
E)   advocacyF) A) and C)
G) C) and D)

Question 10

Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.

Accepted Answer

A)   30
B)   40
C)   50
D)   60
E)   70F) A) and D)
G) B) and C)

Question 11

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Accepted Answer

A)   product placement
B)   sample
C)   premium
D)   sweepstakes
E)   dealF) A) and E)
G) B) and D)

Question 12

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert...

Question 13

Continuous scheduling would most likely be used for advertising

Accepted Answer

A)   fishing rods.
B)   bathing suits.
C)   gardening supplies.
D)   bathroom cleaning supplies.
E)   children's toys.F) B) and C)
G) C) and E)

Question 14

With respect to advertising, CPM is defined as

Accepted Answer

A)   the cost of one medium relative to the costs of other media (e.g., direct mail versus television, radio, or outdoor) , each of which are divided by the multiple of their respective reach and frequency.
B)   the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C)   the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D)   the cost per minute of television or radio airtime.
E)   the number of consumers exposed to an advertising message, in thousands.F) C) and D)
G) B) and D)

Question 15

A pioneering advertisement should

Accepted Answer

A)   tell people what the company values are, and share its successes and advancements.
B)   inform the target market about what a product is, what it can do, and where it can be found.
C)   show one brand's strengths relative to those of competitors.
D)   reinforce previous knowledge of a product.
E)   build goodwill or an image for an organization rather than promote a specific product or service.F) C) and D)
G) A) and D)

Question 16

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct ________ before advertisements are placed in a medium.

Accepted Answer

A)   pretests
B)   double blind tests
C)   efficacy trials
D)   aided recall tests
E)   sales testsF) D) and E)
G) C) and D)

Question 17

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ advertising.

Accepted Answer

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

Question 18

A full-service advertising agency refers to

Accepted Answer

A)   an advertising agency that not only provides a complete range of services, including market research, media selection, copy, art, and production, it has input into actual product design.
B)   an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C)   an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D)   firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E)   one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations itself.F) C) and D)
G) A) and B)

Question 19

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service includes and how it can improve communication. This ad is an example of ________ advertisement.

Accepted Answer

A)   a reminder product
B)   a reminder institutional
C)   a competitive product
D)   an informational institutional
E)   a pioneering productF) B) and E)
G) A) and D)

Question 20

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers which are referred to as

Accepted Answer

A)   rich media.
B)   banner ads.
C)   interactive media.
D)   pay-per-click ads.
E)   infotainment ads.F) None of the above
G) A) and C)

Exam 16: Advertising, Sales Promotion, and Public Relations

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service includes and how it can improve communication. This ad is an example of ________ advertisement.

Correct AnswerverifiedShow Answer

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

Correct AnswerverifiedShow Answer

A(n) ________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

Correct AnswerverifiedShow Answer

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Correct AnswerverifiedShow Answer

A pioneering advertisement should

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ advertising.

Correct AnswerverifiedShow Answer

Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.

Correct AnswerverifiedShow Answer

All of the following are difficulties associated with creating an actual advertising message except which?

Correct AnswerverifiedShow Answer

With respect to advertising, CPM is defined as

Correct AnswerverifiedShow Answer

Which of the following is one of the commonly used forms of institutional advertising?

Correct AnswerverifiedShow Answer

A full-service advertising agency refers to

Correct AnswerverifiedShow Answer

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

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

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct ________ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers which are referred to as

Correct AnswerverifiedShow Answer

All of the following statements are true about coupons except which?

Correct AnswerverifiedShow Answer

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Pretests are conducted before the advert...
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