Question 1

Most advertising messages are made up of both informational and persuasive elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 2

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of

Accepted Answer

A)  mobile advertising.
B)  place-based billboards.
C)  mobile signage.
D)  transit advertising.
E)  transportation advertising.F) A) and E)
G) A) and D)

Question 3

During Super Bowl weekend,Pepsi introduced a new brand of soft drink.On that same weekend,Coca-Cola offered a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion was Coca-Cola using?

Accepted Answer

A)  a contest
B)  a premium
C)  a deal
D)  a rebate
E)  a sampleF) None of the above
G) A) and E)

Question 4

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to the services provided.

Accepted Answer

Advertising programs can range from comp...

Question 5

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A)  deceptive advertising.
B)  click fraud.
C)  web-tipping.
D)  click-theft.
E)  click-botting.F) All of the above
G) A) and B)

Question 6

A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone.What type of product advertisement is the Samsung ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  publicityF) C) and D)
G) None of the above

Question 7

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Accepted Answer

A)  coupon.
B)  deal.
C)  sample.
D)  premium.
E)  product placement.F) C) and E)
G) A) and B)

Question 8

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ________ advertisements.

Accepted Answer

A)  product
B)  public service
C)  institutional
D)  reminder
E)  repositioningF) D) and E)
G) A) and D)

Question 9

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) B) and C)
G) C) and D)

Question 10

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 D)
G) None of the above

Question 11

A 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 a(n) ________ advertisement.

Accepted Answer

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

Question 12

One problem with humorous appeals is that

Accepted Answer

A)  their effectiveness may vary across cultures if used in a global campaign.
B)  they contain no information to help consumers.
C)  they do not appeal to women.
D)  they do not stand out in a cluttered advertising climate.
E)  they are usually only appropriate for millennials.F) B) and D)
G) None of the above

Question 13

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) C) and D)
G) A) and D)

Question 14

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  differentiationF) A) and D)
G) All of the above

Question 15

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 E)
G) A) and D)

Question 16

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 1 states,"Focus on the ________ and all else will follow."

Accepted Answer

A)  prize
B)  bottom line
C)  user
D)  seller
E)  brandF) B) and E)
G) A) and B)

Question 17

The means by which an advertising message is communicated to the target audience is known as

Accepted Answer

A)  advertising media.
B)  reach.
C)  a source.
D)  CPM.
E)  GRP.F) A) and B)
G) A) and C)

Question 18

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Accepted Answer

A)  promotional strategies.
B)  cooperative advertising.
C)  public promotions.
D)  market-oriented promotions.
E)  publicity tools.F) C) and D)
G) B) and D)

Question 19

The Starch test is an example of a(n)

Accepted Answer

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

Question 20

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase,it was using a

Accepted Answer

A)  deal.
B)  rebate.
C)  coupon.
D)  sample.
E)  premium.F) A) and B)
G) D) and E)

Exam 18: Advertising,sales Promotion,and Public Relations

The Starch test is an example of a(n)

Correct AnswerverifiedShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

The means by which an advertising message is communicated to the target audience is known as

Correct AnswerverifiedShow Answer

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Correct AnswerverifiedShow Answer

One problem with humorous appeals is that

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 1 states,"Focus on the ________ and all else will follow."

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to the services provided.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ________ advertisements.

Correct AnswerverifiedShow Answer

A 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 a(n) ________ advertisement.

Correct AnswerverifiedShow Answer

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasive elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

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

A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone.What type of product advertisement is the Samsung ad?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A news conference is

Correct AnswerverifiedShow Answer

During Super Bowl weekend,Pepsi introduced a new brand of soft drink.On that same weekend,Coca-Cola offered a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion was Coca-Cola using?

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of

Correct AnswerverifiedShow Answer

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase,it was using a

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Advertising programs can range from comp...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified