Question 1

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions.
B)  watch while multitasking.
C)  watch later on a DVR.
D)  believe are commercial-free.
E)  have seen previously.F) A) and B)
G) A) and C) C

Question 2

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) All of the above
G) A) and B)

Question 3

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

A)  pioneering
B)  competitive
C)  reminder
D)  comparative
E)  advocacyF) C) and D)
G) A) and C)

Question 4

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products.
B)  Billboards are well-suited for pioneering product advertising.
C)  Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert.
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)  Billboards are more effective in rural areas than in metropolitan areas.F) C) and D)
G) A) and D)

Question 5

When people outside the target market for the product see a firm's advertisement,it is referred to as

Accepted Answer

A)  wasted coverage.
B)  media divergence.
C)  dual exposure.
D)  overexposure.
E)  advertising spillover.F) A) and D)
G) None of the above

Question 6

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Accepted Answer

A)  co-branding.
B)  a finance allowance.
C)  cooperative advertising.
D)  a merchandise allowance.
E)  specialty advertising.F) B) and E)
G) A) and E)

Question 7

Advertising refers to

Accepted Answer

A)  any nonpaid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
B)  any paid form of personal communication about an organization,product,service,or idea by an identified sponsor.
C)  any nonpaid form of personal communication about an organization,product,service,or idea by an unidentified sponsor.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any paid form of nonpersonal communication about an organization,product,service,or idea by an unidentified sponsor.F) A) and D)
G) A) and B)

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

Question 9

A reminder ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  states the position of a company on an issue.
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 B)
G) A) and C)

Question 10

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 exposure and minimizing costs.Because advertisers try to maximize the number of individuals in the target market exposed to the message,they must be concerned with reach.In general,advertisers try to maximize reach in their target market at the lowest cost.Although reach is important,advertisers are also interested in exposing their target audience to a message more than once because consumers often do not pay attention to advertising messages.When they want to reach the audience more than once,the advertisers are concerned with frequency.Like reach,greater frequency is desirable but because of cost,the advertiser (or media planner)must balance reach and frequency.

Question 11

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Accepted Answer

A)  an MBA."
B)  doing evil."
C)  compromising ethics."
D)  cheating the other guy."
E)  working 24/7."F) A) and C)
G) A) and D) B

Question 12

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  pioneering institutionalF) C) and D)
G) A) and B)

Question 13

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

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  comparative
E)  differentiationF) C) and D)
G) B) and E)

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A)  has a short exposure time.
B)  is a low-cost medium.
C)  has an unlimited amount of advertising time available.
D)  can be used to convey complex messages.
E)  can use sight,sound,and motion.F) C) and D)
G) B) and E)

Question 16

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

Question 17

A variation of product placement,called ________,brings fictional products to the marketplace.

Accepted Answer

A)  an advanced placement
B)  product continuity
C)  reverse product placement
D)  trade-oriented sales promotion
E)  subliminal advertisingF) A) and E)
G) All of the above

Question 18

There are five common approaches to posttests,including which of these?

Accepted Answer

A)  inquiry tests
B)  jury tests
C)  tracking tests
D)  performance tests
E)  comparison testsF) A) and B)
G) D) and E)

Question 19

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name nor any sign of a product in the ad.This ad was an example of ________ advertising.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  reminder institutionalF) B) and C)
G) D) and E)

Question 20

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums.
E)  discounts.F) A) and E)
G) A) and B)

Exam 18: Advertising,sales Promotion,and Public Relations

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified
C

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

Correct Answer
verified

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct Answer
verified

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

When people outside the target market for the product see a firm's advertisement,it is referred to as

Correct Answer
verified

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Correct Answer
verified

Advertising refers to

Correct Answer
verified

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

Correct Answer
verified

A reminder ad

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

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Correct Answer
verified
B

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

A variation of product placement,called ________,brings fictional products to the marketplace.

Correct Answer
verified

There are five common approaches to posttests,including which of these?

Correct Answer
verified

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name nor any sign of a product in the ad.This ad was an example of ________ advertising.

Correct Answer
verified

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedC

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

Correct AnswerverifiedShow Answer

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

When people outside the target market for the product see a firm's advertisement,it is referred to as

Correct AnswerverifiedShow Answer

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Correct AnswerverifiedShow Answer

Advertising refers to

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

A reminder ad

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?

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Correct AnswerverifiedB

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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 variation of product placement,called ________,brings fictional products to the marketplace.

Correct AnswerverifiedShow Answer

There are five common approaches to posttests,including which of these?

Correct AnswerverifiedShow Answer

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name nor any sign of a product in the ad.This ad was an example of ________ advertising.

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

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C

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B

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