Question 1

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef.This type of ad is a(n)

Accepted Answer

A)  reminder institutional ad.
B)  pioneering institutional ad.
C)  product institutional ad.
D)  competitive institutional ad.
E)  advocacy ad.F) B) and E)
G) D) and E)

Question 2

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 3

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

Question 4

When preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of

Accepted Answer

A)  advertising.
B)  publicity.
C)  sales promotion.
D)  personal selling.
E)  direct marketing.F) B) and D)
G) D) and E)

Question 5

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 popular with younger generations,few baby boomers order online.
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) None of the above
G) B) and D)

Question 6

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A)  finance allowance.
B)  promotional allowance.
C)  merchandise allowance.
D)  slotting fee.
E)  failure fee.F) B) and D)
G) C) and E)

Question 7

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 8

Google generates revenue by offering online ________ opportunities next to search results or on specific web pages.

Accepted Answer

A)  advertising
B)  sales promotion
C)  banking
D)  publishing
E)  storeF) B) and D)
G) A) and B)

Question 9

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)  the amount of time between repeat purchases for a given product.
B)  how often new buyers enter the market to buy a product.
C)  the amount of time for a buyer to enter and exit a product's life cycle.
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)  the ratio of repeat purchases to the number of buyers for an offering.F) B) and D)
G) A) and E)

Question 10

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

Accepted Answer

A)  sustainable
B)  persuasive
C)  philanthropic
D)  informational
E)  advocacyF) All of the above
G) A) and C)

Question 11

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)

Accepted Answer

A)  continuous schedule.
B)  phased schedule.
C)  pulse schedule.
D)  turnover schedule.
E)  intermittent schedule.F) C) and D)
G) B) and D)

Question 12

Advertising agencies that specialize in one aspect of the advertising process,such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies) ,or providing Internet services (Internet agencies) ,are referred to as

Accepted Answer

A)  full-service agencies.
B)  in-house agencies.
C)  modified-service agencies.
D)  functional agencies.
E)  limited-service agencies.F) A) and C)
G) All of the above

Question 13

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Accepted Answer

A)  samples
B)  sweepstakes
C)  coupons
D)  contests
E)  dealsF) B) and D)
G) A) and E)

Question 14

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A)  a loyalty program that allows buyers to earn free food after making 10 purchases
B)  a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)  a coupon for a free soft drink with a gyro purchase
D)  a game with food prizes
E)  free Extra Juicy Gyro samples at local fairs and concertsF) A) and D)
G) C) and E)

Question 15

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

A)  contest.
B)  challenge.
C)  competition.
D)  sweepstakes.
E)  public relations campaign.F) A) and B)
G) A) and E)

Question 16

CPM Marketing Dashboard
 
-According to the Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Accepted Answer

A)  $35.
B)  $120.
C)  $132.
D)  $165.
E)  $209.F) A) and D)
G) A) and B)

Question 17

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A)  identifying the target audience.
B)  evaluating a campaign.
C)  designing the advertising.
D)  pretesting the advertising.
E)  scheduling the advertising program.F) A) and E)
G) B) and C)

Question 18

Reinforcement ads are reminder ads that

Accepted Answer

A)  assure current users they made the correct choice in choosing the product.
B)  reinforce previous knowledge of a product.
C)  repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D)  reaffirm a company's position on an issue of importance or interest.
E)  reassure the company it has made the right choice in advertising the product.F) A) and D)
G) A) and C)

Question 19

A Mercedes-Benz ad features the introduction of its new self-driving car.What type of product advertisement is this ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) C) and D)
G) All of the above

Question 20

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.Which type of ad is this?

Accepted Answer

A)  seasonal
B)  subliminal
C)  reminder
D)  pioneering
E)  comparativeF) All of the above
G) A) and B)

Exam 18: Advertising,sales Promotion,and Public Relations

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Correct Answer
verified

Reinforcement ads are reminder ads that

Correct Answer
verified

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Correct Answer
verified

Correct Answer
verified

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Correct Answer
verified

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Correct Answer
verified
Reach is the number of different people ...
View Answer

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

Correct Answer
verified

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)

Correct Answer
verified

A Mercedes-Benz ad features the introduction of its new self-driving car.What type of product advertisement is this ad?

Correct Answer
verified

In terms of scheduling advertising,buyer turnover refers to

Correct Answer
verified

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef.This type of ad is a(n)

Correct Answer
verified

Advertising agencies that specialize in one aspect of the advertising process,such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies) ,or providing Internet services (Internet agencies) ,are referred to as

Correct Answer
verified

List and briefly describe the four forms of institutional advertising.

Correct Answer
verified
Institutional advertisements are designe...
View Answer

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.Which type of ad is this?

Correct Answer
verified

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct Answer
verified

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct Answer
verified

Google generates revenue by offering online ________ opportunities next to search results or on specific web pages.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)

Correct AnswerverifiedShow Answer

A Mercedes-Benz ad features the introduction of its new self-driving car.What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,buyer turnover refers to

Correct AnswerverifiedShow Answer

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef.This type of ad is a(n)

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process,such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies) ,or providing Internet services (Internet agencies) ,are referred to as

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

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.Which type of ad is this?

Correct AnswerverifiedShow Answer

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct AnswerverifiedShow Answer

Google generates revenue by offering online ________ opportunities next to search results or on specific web pages.

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

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

Correct AnswerverifiedShow Answer

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Reach is the number of different people ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Institutional advertisements are designe...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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