Question 1

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

Question 2

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

Question 3

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a

Accepted Answer

A)  premium.
B)  sweepstakes.
C)  deal.
D)  contest.
E)  trade promotion.F) C) and E)
G) C) and D)

Question 4

The key objective of a pioneering ad is to

Accepted Answer

A)  provide concrete evidence for comparison of a product's features and benefits.
B)  show one brand's strengths relative to those of competitors.
C)  inform the target market about a newly introduced product.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) A) and E)
G) A) and B)

Question 5

All of the following statements are true about using sex appeals in advertising except which?

Accepted Answer

A)  Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)  Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)  Sexual content in ads does not always lead to changes in recall,recognition,or purchase intent.
D)  Sex appeals can be found in almost any product category,from automobiles to toothpaste.
E)  When using sex appeals,the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.F) C) and E)
G) B) and E)

Question 6

________ have the largest shares of Internet searches and offer opportunities for online advertising.

Accepted Answer

A)  Google and AOL
B)  Google and YouTube
C)  Google and Ask.com
D)  Google and Microsoft
E)  Google and SnapchatF) A) and B)
G) A) and C)

Question 7

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Accepted Answer

A)  marketing channels.
B)  brand extensions.
C)  services from small provides.
D)   complex ideas.
E)  fad products.F) A) and D)
G) B) and E)

Question 8

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

Question 9

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.Taco Bell used a sales promotion technique called

Accepted Answer

A)  a self-liquidating premium.
B)  a special deal.
C)  a rebate.
D)  sampling.
E)  product placement.F) None of the above
G) A) and E)

Question 10

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) B) and C)
G) A) and B)

Question 11

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

Accepted Answer

A)  mobile marketing.
B)  online advertising options.
C)  paid search options.
D)  click fraud prevention.
E)  national online campaigns.F) A) and D)
G) None of the above

Question 12

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)  premium
B)  sweepstakes
C)  contest
D)  deal
E)  end-run sampleF) A) and D)
G) A) and C)

Question 13

Which of the following is one of the three primary types of product advertisements?

Accepted Answer

A)  goodwill
B)  industrial
C)  persuasive
D)  reminder
E)  subliminalF) A) and B)
G) A) and C)

Question 14

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented ________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Accepted Answer

A)  PageRoot
B)  PageFolio
C)  PageRank
D)  PageCall
E)  PageTagF) A) and D)
G) D) and E)

Question 15

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

Question 16

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A)  It takes a relatively short time to place a magazine ad.
B)  The cost of placing a magazine ad is very low.
C)  A magazine ad has a long life.
D)  With magazines,noise is eliminated from the communications process.
E)  A magazine achieves high public visibility.F) A) and B)
G) B) and E)

Question 17

Google purchased ________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)  YouTube
B)  ClickBot
C)  eBay
D)  DoubleHit
E)  DoubleClickF) B) and D)
G) B) and C)

Question 18

Flighting schedules would most likely be used for advertising

Accepted Answer

A)  snowboards.
B)  automobiles.
C)  bottled water.
D)  toothpaste.
E)  bathroom cleaner.F) A) and C)
G) A) and B)

Question 19

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

Accepted Answer

A)  competitive
B)  institutional
C)  differentiation
D)  pioneering
E)  reminderF) B) and E)
G) A) and E)

Question 20

A variation of the case allowance is the ________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Accepted Answer

A)  complementary sampling
B)  bonus volume
C)  Buy One Get One (BOGO) 
D)  free goods
E)  promotional allowanceF) B) and C)
G) A) and E)

Exam 18: Advertising,sales Promotion,and Public Relations

Google purchased ________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

A popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using magazines as an advertising medium?

Correct AnswerverifiedShow Answer

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.Taco Bell used a sales promotion technique called

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

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

Correct AnswerverifiedShow Answer

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising

Correct AnswerverifiedShow Answer

All of the following statements are true about using sex appeals in advertising except which?

Correct AnswerverifiedShow Answer

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Correct AnswerverifiedShow Answer

A variation of the case allowance is the ________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented ________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Correct AnswerverifiedShow Answer

Which of the following is one of the three primary types of product advertisements?

Correct AnswerverifiedShow Answer

________ have the largest shares of Internet searches and offer opportunities for online advertising.

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

Correct AnswerverifiedShow Answer

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