Question 1

Pulse scheduling would most likely be used for advertising

Accepted Answer

A)   bathroom cleaning supplies.
B)   breakfast cereal.
C)   socks.
D)   motor oil.
E)   board games.F) C) and D)
G) B) and C)

Question 2

What is a product placement? Give an example.

Accepted Answer

Product placement involves the growing u...

Question 3

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)   trade promotion programs.
B)   consumer promotion programs.
C)   cooperative advertising programs.
D)   cause-related marketing programs.
E)   shared-responsibility programs.F) C) and E)
G) A) and C)

Question 4

The availability of streaming services has led to new trends in television viewing including canceling pay-TV services, known as

Accepted Answer

A)   wasted coverage.
B)   cord-cutting.
C)   wireless TV.
D)   binge watching.
E)   media freedom.F) B) and D)
G) B) and E)

Question 5

The Starch test is an example of

Accepted Answer

A)   a sales test.
B)   an unaided recall test.
C)   an aided recall test.
D)   an inquiry test.
E)   a concept test.F) A) and E)
G) A) and B)

Question 6

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Accepted Answer

A)   advertising and public relations.
B)   advertising and personal selling.
C)   personal selling and public relations.
D)   personal selling and direct marketing.
E)   advertising and direct marketing.F) A) and C)
G) A) and B)

Question 7

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Accepted Answer

A)   trade-oriented sales promotions.
B)   manufacturers' promotions.
C)   channel promotions.
D)   consumer-oriented sales promotions.
E)   reseller promotions.F) B) and C)
G) B) and D)

Question 8

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A)   emotional aspects
B)   price points
C)   psychological aspects
D)   financial risks
E)   key benefitsF) B) and D)
G) None of the above

Question 9

In television or radio advertising, rating refers to

Accepted Answer

A)   the number of different people or households exposed to an advertisement and then buy the offering that was advertised.
B)   the average number of times a person in the target audience is exposed to a message or advertisement.
C)   the percentage of households in a market that are tuned to a particular television or radio station.
D)   a commonly used reference number an advertiser calculates (reach multiplied by frequency)  to determine whether it has achieved its advertising objectives.
E)   the percentage points of market share a firm garners for its advertisements relative to its competitors.F) None of the above
G) A) and C)

Question 10

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow, and recommends its services to winterize cars and trucks before the snow falls. What type of ad is this?

Accepted Answer

A)   seasonal
B)   subliminal
C)   reminder
D)   pioneering
E)   comparativeF) B) and C)
G) A) and D)

Question 11

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 12

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A)   800,000 readers.
B)   2 million readers.
C)   15 million readers.
D)   50 million readers.
E)   75 million readers.F) C) and D)
G) A) and D)

Question 13

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during

Accepted Answer

A)   focus groups.
B)   portfolio tests.
C)   jury tests.
D)   theater tests.
E)   performance tests.F) C) and D)
G) A) and E)

Question 14

The first decision in developing an advertising program is to

Accepted Answer

A)   set the budget.
B)   specify the advertising objectives.
C)   identify the target audience.
D)   select the appeal.
E)   select the media.F) None of the above
G) All of the above

Question 15

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as

Accepted Answer

A)   co-branding.
B)   a subliminal tie-in.
C)   product placement.
D)   a partnership promotion.
E)   product parallelism.F) C) and D)
G) C) and E)

Question 16

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

Accepted Answer

A)   Local retailers often use newspapers as their sole advertising medium.
B)   Newspapers are generally limited to ads that call for an immediate customer response.
C)   National advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)   A long lead time is needed to place an ad in a local newspaper.
E)   Newspapers have excellent reach potential.F) B) and D)
G) B) and C)

Question 17

Which of the following statements about online advertising is most accurate?

Accepted Answer

A)   It is easier to measure the impact of online advertising than other media.
B)   Although annoying, click fraud and web-tipping are not causing real financial damage.
C)   Although they are popular for younger generations, few baby boomers can be reached with online ads.
D)   Though all online ads may not result in "clicks," studies show they can still result in higher purchases and website traffic.
E)   "Clickbots" can help eliminate fraud in online advertising.F) A) and E)
G) C) and E)

Question 18

What are the steps to develop an advertising program?

Accepted Answer

The steps are (1) identify the target au...

Question 19

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A)   introduction
B)   harvesting
C)   maturity
D)   growth
E)   declineF) A) and E)
G) A) and B)

Question 20

Gross rating points (GRPs)  are determined by the formula

Accepted Answer

A)   reach multiplied by frequency.
B)   reach multiplied by rating.
C)   cost multiplied by frequency.
D)   cost divided by reach.
E)   cost divided by audience size times 1000.F) C) and D)
G) C) and E)

Exam 16: Advertising, Sales Promotion, and Public Relations

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow, and recommends its services to winterize cars and trucks before the snow falls. What type of ad is this?

Correct AnswerverifiedShow Answer

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during

Correct AnswerverifiedShow Answer

What is a product placement? Give an example.

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The Wall Street Journal and USA Today each have a national distribution of more than

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

What are the steps to develop an advertising program?

Correct AnswerverifiedThe steps are (1) identify the target au...View AnswerShow Answer

The Starch test is an example of

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Correct AnswerverifiedShow Answer

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Correct AnswerverifiedShow Answer

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as

Correct AnswerverifiedShow Answer

In television or radio advertising, rating refers to

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

Which of the following statements about online advertising is most accurate?

Correct AnswerverifiedShow Answer

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Correct AnswerverifiedShow Answer

The availability of streaming services has led to new trends in television viewing including canceling pay-TV services, known as

Correct AnswerverifiedShow Answer

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Product placement involves the growing u...
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The conflicting goals are maximizing exp...
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The steps are (1) identify the target au...
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Correct Answer
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