Question 1

The purpose of reminder 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)  bring the company's name to the attention of the target market again.
E)  promote the advantages of one product class over another.F) B) and D)
G) B) and C)

Question 2

When Google chose a new model for its advertising,it decided to

Accepted Answer

A)  show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B)  randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C)  customize all advertisements based upon customers' preferences for color,music,and fonts based on information obtained from cookies.
D)  create a "quality score" to predict how effective an ad would be based on factors such as click-through rates,advertiser history,and keyword performance.
E)  create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.F) All of the above
G) A) and B)

Question 3

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

A)  pioneering institutional advertisement
B)  competitive institutional advertisement
C)  advocacy institutional advertisement
D)  reminder institutional advertisement
E)  subliminal institutional advertisementF) B) and C)
G) A) and B)

Question 4

What are the steps to develop an advertising program?

Accepted Answer

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

Question 5

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A)  In inquiry tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)  In inquiry tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the most requests are presumed to be the most effective.
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)  In an inquiry test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised.
E)  In an inquiry test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.F) A) and D)
G) D) and E)

Question 6

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 7

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) B) and E)

Question 8

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

Accepted Answer

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

Question 9

Publicity tools are

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal,directly paid presentation of a company or its products.
C)  short-term inducements of value offered to arouse interest in buying a product or service.
D)  methods of obtaining nonpersonal presentation of an organization,product,or service without direct cost.
E)  free space or time donated by the media.F) C) and E)
G) A) and D)

Question 10

The objective of a(n) ________ is to inform a newspaper,radio station,or other media of an idea for a story.

Accepted Answer

A)  infomercial
B)  business bulletin
C)  news release
D)  news broadcast
E)  broadcast summaryF) C) and D)
G) B) and D)

Question 11

One disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  they are difficult to keep up to date.
B)  the marketer cannot control the exact message that is published.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) A) and B)
G) D) and E)

Question 12

Which of the following is not an aspect of identifying the target audience for an advertisement?

Accepted Answer

A)  The scheduling of the advertising can depend on the target audience.
B)  The Federal Communications Commission (FC
C)  suggests that advertising program decisions be based on market research about the target audience.
C)  The placement of the advertising depends on the target audience.
D)  The size of the advertising budget should dictate the target audience.
E)  Understanding the lifestyles,attitudes,and demographics of the target market is essential.F) All of the above
G) B) and E)

Question 13

Though the most common form of compensation is a fee-based model,a(n) ________ may also be compensated with a commission-based or an incentive-based model.

Accepted Answer

A)  full-service agency
B)  in-house agency
C)  modified-service agency
D)  promotional firm
E)  limited-service agencyF) None of the above
G) B) and D)

Question 14

CPM Marketing Dashboard
 
-According to the Marketing Dashboard above,the CPM for USA Today would be approximately

Accepted Answer

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

Question 15

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Accepted Answer

A)  posttests.
B)  pretests.
C)  test screenings.
D)  aided recall testing.
E)  sales tests.F) C) and D)
G) A) and B)

Question 16

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

Question 17

Assume the following information: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S.audience size is 1,566,027.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper) is $207,720 and its U.S.audience size is 1,711,696.The cost of a full-page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000.The cost of a full-page color ad in the U.S.national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the lowest CPM?

Accepted Answer

A)  The Wall Street Journal
B)  USA Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) B) and E)
G) D) and E)

Question 18

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using ________ to promote its products.

Accepted Answer

A)  strategic channel partnership
B)  cooperative advertising
C)  retail publicity
D)  reseller consumer promotion
E)  manufacturer incentive advertisingF) A) and C)
G) All of the above

Question 19

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)  media freedom.
E)  binge watching.F) C) and D)
G) B) and E)

Question 20

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a

Accepted Answer

A)  fear appeal.
B)  rhetorical appeal.
C)  life-cycle appeal.
D)  humorous appeal.
E)  security appeal.F) None of the above
G) A) and C)

Exam 18: Advertising,sales Promotion,and Public Relations

When Google chose a new model for its advertising,it decided to

Correct Answer
verified

Correct Answer
verified

The objective of a(n) ________ is to inform a newspaper,radio station,or other media of an idea for a story.

Correct Answer
verified

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

Correct Answer
verified

Correct Answer
verified

The purpose of reminder institutional advertisements is to

Correct Answer
verified

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 Answer
verified

Which of the following is not an aspect of identifying the target audience for an advertisement?

Correct Answer
verified

What is cooperative advertising?

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Correct Answer
verified

A comparative ad

Correct Answer
verified

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Correct Answer
verified

Publicity tools are

Correct Answer
verified

What are the steps to develop an advertising program?

Correct Answer
verified
The steps are: (1)identify the target au...
View Answer

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for USA Today would be approximately

Correct Answer
verified

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

Correct Answer
verified

Though the most common form of compensation is a fee-based model,a(n) ________ may also be compensated with a commission-based or an incentive-based model.

Correct Answer
verified

Correct Answer
verified

One disadvantage of using the yellow pages as an advertising medium is

Correct Answer
verified

Which of the following statements about inquiry tests is most accurate?

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

When Google chose a new model for its advertising,it decided to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The objective of a(n) ________ is to inform a newspaper,radio station,or other media of an idea for a story.

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The purpose of reminder institutional advertisements is to

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

Which of the following is not an aspect of identifying the target audience for an advertisement?

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Correct AnswerverifiedShow Answer

A comparative ad

Correct AnswerverifiedShow Answer

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Correct AnswerverifiedShow Answer

Publicity tools are

Correct AnswerverifiedShow Answer

What are the steps to develop an advertising program?

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

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for USA Today would be approximately

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

Though the most common form of compensation is a fee-based model,a(n) ________ may also be compensated with a commission-based or an incentive-based model.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One disadvantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following statements about inquiry tests is most accurate?

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

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The steps are: (1)identify the target au...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified