Question 1

Marketers can interface with user-generated content sites like YouTube.Which of the following would NOT be a way to interface on sites like YouTube?

Accepted Answer

A)  create own advertising on YouTube.
B)  allow users to create their own content and share it.
C)  sponsor an actual contest for users to create media.
D)  make a duplicate copy of consumer-created media and market it as your own.E) A) and B)
F) A) and C)

Question 2

Jury tests:

Accepted Answer

A)  present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
B)  present a panel of consumers with an ad for a limited period of time.The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
C)  present consumers with a sample of a product and several different advertisements for the product.They are asked to select the one they think is most effective and explain why.
D)  present consumers with a hidden ad, which they are asked to recall.E) B) and D)
F) C) and D)

Question 3

Showing an 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 is referred to as:

Accepted Answer

A)  Focus groups
B)  Portfolio tests
C)  Jury tests
D)  Theatre testsE) All of the above
F) A) and B)

Question 4

Competitive product and brand advertising is typically used to:

Accepted Answer

A)  inform the target market.
B)  identify the target market.
C)  persuade the target market.
D)  reinforce previous knowledge.E) A) and B)
F) A) and C)

Question 5

Billboard advertising is most effective for _____ advertising.

Accepted Answer

A)  pioneering
B)  advocacy
C)  reminder
D)  comparativeE) A) and B)
F) A) and D)

Question 6

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A)  There are over 700 radio stations in Canada.
B)  Radio reaches 72 percent of the population aged 12 and over in an average week.
C)  The average radio listener spends close to 20 hrs/week listening to radio.
D)  The peak radio listening time is during the night.E) A) and B)
F) A) and C)

Question 7

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This is a(n) __________ advertisement.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering productE) C) and D)
F) B) and D)

Question 8

Which of the following statements about attitude tests is true?

Accepted Answer

A)  With attitude tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
B)  With attitude 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.
C)  Attitude tests involve studies such as controlled experiments and consumer purchase tests.
D)  In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertiseE) B) and C)
F) None of the above

Question 9

The first decision in developing an advertising program is to:

Accepted Answer

A)  set the budget.
B)  state the mission of the advertising program.
C)  identify the target audience.
D)  select the appeal.E) All of the above
F) C) and D)

Question 10

London Underground (subway) platforms are famous for their lively mix of advertisements - witty and amusing,informative,and large enough to be easily read.Ads change every few weeks.Some are part of a series with a story line that slowly emerges for regular commuters although each ad in the series makes sense to the one-time reader.These ads are examples of:

Accepted Answer

A)  frequency.
B)  opportunistic advertising.
C)  transitional advertising.
D)  transit advertising.E) All of the above
F) A) and B)

Question 11

The purpose of a bus stop anti-smoking ad is:

Accepted Answer

A)  obtaining inquiries.
B)  selling a good or service.
C)  advocating a political position.
D)  persuading opinion leaders.E) All of the above
F) None of the above

Question 12

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct _____ before advertisements are placed in a medium.

Accepted Answer

A)  market research
B)  surveys
C)  advertising matrix evaluations
D)  pre-testsE) A) and C)
F) B) and C)

Question 13

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by Miller beer encouraging the responsible use of alcohol,are _____ advertisements.

Accepted Answer

A)  pioneering
B)  competitive
C)  advocacy
D)  reminderE) C) and D)
F) B) and C)

Question 14

A hardware store owner placed an advertisement for Sylvania light 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 of the advertisement.Sylvania was using _____ in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

Accepted Answer

A)  strategic promotional implementation
B)  cooperative advertising
C)  prepaid publicity
D)  distributor kickbacksE) A) and C)
F) None of the above

Question 15

Portfolio tests:

Accepted Answer

A)  present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
B)  present a panel of consumers with an ad for a limited period of time.The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
C)  present consumers with a sample of a product and several different advertisements for the product.They are asked to select the one they think is most effective and explain why.
D)  place a test ad in the midst of other ads and stories, instruct consumers to look at the ads and stories, and then ask consumers questions about what was seen.E) A) and B)
F) A) and C)

Question 16

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000,what would your cost per thousand (CPM) be?

Accepted Answer

A)  $5.00
B)  $4.00
C)  $3.00
D)  $2.00E) A) and C)
F) A) and D)

Question 17

All of the following are categories of online advertising,except:

Accepted Answer

A)  search
B)  display
C)  classified
D)  personalE) All of the above
F) B) and D)

Question 18

Identify the three different approaches used to schedule advertising.

Accepted Answer

The answer of Identify the three different approaches used to...

Question 19

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Accepted Answer

A)  create a humorous appeal.
B)  avoid the possibility of the spokesperson's image changing.
C)  create a fear appeal.
D)  create a product ambiance that limits its appeal to older consumers.E) All of the above
F) B) and D)

Question 20

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

Accepted Answer

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

Exam 17: Advertising, Sales Promotion, and Public Relations

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Correct Answer
verified

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by Miller beer encouraging the responsible use of alcohol,are _____ advertisements.

Correct Answer
verified

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

Correct Answer
verified

Competitive product and brand advertising is typically used to:

Correct Answer
verified

Billboard advertising is most effective for _____ advertising.

Correct Answer
verified

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This is a(n) __________ advertisement.

Correct Answer
verified

All of the following are categories of online advertising,except:

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified

Correct Answer
verified

Jury tests:

Correct Answer
verified

The first decision in developing an advertising program is to:

Correct Answer
verified

The purpose of a bus stop anti-smoking ad is:

Correct Answer
verified

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct _____ before advertisements are placed in a medium.

Correct Answer
verified

Showing an 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 is referred to as:

Correct Answer
verified

Portfolio tests:

Correct Answer
verified

Which of the following statements about attitude tests is true?

Correct Answer
verified

Marketers can interface with user-generated content sites like YouTube.Which of the following would NOT be a way to interface on sites like YouTube?

Correct Answer
verified

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000,what would your cost per thousand (CPM) be?

Correct Answer
verified

Which of the following statements about radio as an advertising medium is true?

Correct Answer
verified

Correct Answer
verified

Exam 17: Advertising, Sales Promotion, and Public Relations

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Correct AnswerverifiedShow Answer

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by Miller beer encouraging the responsible use of alcohol,are _____ advertisements.

Correct AnswerverifiedShow Answer

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a:

Correct AnswerverifiedShow Answer

Competitive product and brand advertising is typically used to:

Correct AnswerverifiedShow Answer

Billboard advertising is most effective for _____ advertising.

Correct AnswerverifiedShow Answer

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This is a(n) __________ advertisement.

Correct AnswerverifiedShow Answer

All of the following are categories of online advertising,except:

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Jury tests:

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to:

Correct AnswerverifiedShow Answer

The purpose of a bus stop anti-smoking ad is:

Correct AnswerverifiedShow Answer

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct _____ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

Showing an 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 is referred to as:

Correct AnswerverifiedShow Answer

Portfolio tests:

Correct AnswerverifiedShow Answer

Which of the following statements about attitude tests is true?

Correct AnswerverifiedShow Answer

Marketers can interface with user-generated content sites like YouTube.Which of the following would NOT be a way to interface on sites like YouTube?

Correct AnswerverifiedShow Answer

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000,what would your cost per thousand (CPM) be?

Correct AnswerverifiedShow Answer

Which of the following statements about radio as an advertising medium is true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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