Question 1

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A)  differentiation
B)  persuasive
C)  prospecting
D)  awareness
E)  informationalF) All of the above
G) A) and E)

Question 2

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ sales promotion.

Accepted Answer

A)  lottery
B)  contest
C)  premium
D)  sweepstakes
E)  dealF) B) and E)
G) A) and E)

Question 3

Advertising refers to

Accepted Answer

A)  any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
B)  any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.
C)  any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.
D)  any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)  any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.F) B) and E)
G) All of the above

Question 4

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

Accepted Answer

A)  fear appeal
B)  competitive
C)  pioneering
D)  institutional
E)  reinforcementF) A) and E)
G) B) and D)

Question 5

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

Accepted Answer

A)  competitive product
B)  product advocacy
C)  competitive institutional
D)  pioneering product
E)  pioneering institutionalF) C) and D)
G) B) and E)

Question 6

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 the ad.
B)  The cost of placing a magazine ad is extremely low.
C)  A magazine ad has a long life.
D)  It is easy to translate consumer interests into a successful publication.
E)  There is little need or benefit to incorporate four-color graphics.F) A) and D)
G) B) and D)

Question 7

All of the following add to the costs of coupons except

Accepted Answer

A)  misredemption.
B)  redemption.
C)  customer handling.
D)  clearinghouse costs.
E)  the advertisement to deliver it.F) A) and E)
G) A) and B)

Question 8

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) A) and B)
G) None of the above

Question 9

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Accepted Answer

A)  AdPage.
B)  AdSense.
C)  AdRank.
D)  AdWords.
E)  AdSnap.F) B) and C)
G) None of the above

Question 10

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  inform 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 C)
G) A) and C)

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 E)
G) B) and C)

Question 12

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Accepted Answer

A)  information
B)  competition
C)  opportunity
D)  money to be made
E)  customers to serveF) B) and D)
G) D) and E)

Question 13

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

Accepted Answer

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

Question 14

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)  has a long exposure time.
B)  has a perishable message.
C)  has an unlimited amount of advertising time available.
D)  allows ads to be placed quickly.
E)  is relatively simple to convey complex messages.F) C) and D)
G) None of the above

Question 15

The primary purpose of a competitive advertisement is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found.
B)  assure current users they made the right choice.
C)  reinforce previous knowledge of a product.
D)  promote a specific brand's features and benefits.
E)  promote the advantages of one product class over another.F) C) and E)
G) All of the above

Question 16

A form of click fraud is called PTR, which is an acronym for

Accepted Answer

A)  paid-to-read.
B)  ping-to-read.
C)  profit-to-read.
D)  place-to-read.
E)  priced-to-read.F) All of the above
G) D) and E)

Question 17

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  it has video and audio capabilities similar to television.
C)  there are no real costs except computers used for initial encoding.
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)  messages are automatically translated into multiple languages.F) A) and B)
G) B) and C)

Question 18

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert...

Question 19

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of

Accepted Answer

A)  The National Enquirer and The National Review.
B)  The Wall Street Journal and USA Today.
C)  The Daily Beast and The National Enquirer.
D)  The New York Times and The Wall Street Journal.
E)  The Christian Science Monitor and The Huffington Post.F) A) and E)
G) A) and D)

Question 20

While many commercials that use humorous appeals gain the attention of the audience,

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 either men or women.
D)  they usually have great longevity, maintaining the interest of the target audience for the duration of the campaign.
E)  they don't appeal to the Generation Y cohort.F) B) and E)
G) A) and D)

Exam 18: Advertising Sales Promotion and Public Relations

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of

Correct Answer
verified

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

Correct Answer
verified

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

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

A form of click fraud is called PTR, which is an acronym for

Correct Answer
verified

Advertising refers to

Correct Answer
verified

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

Correct Answer
verified

While many commercials that use humorous appeals gain the attention of the audience,

Correct Answer
verified

Another name for pioneering advertising is __________ advertising.

Correct Answer
verified

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

Correct Answer
verified

All of the following add to the costs of coupons except

Correct Answer
verified

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

The purpose of pioneering institutional advertisements is to

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Correct Answer
verified

Correct Answer
verified

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

Correct Answer
verified

The primary purpose of a competitive advertisement is to

Correct Answer
verified

One of the advantages associated with radio as an advertising medium is that it

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of

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

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

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

A form of click fraud is called PTR, which is an acronym for

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

While many commercials that use humorous appeals gain the attention of the audience,

Correct AnswerverifiedShow Answer

Another name for pioneering advertising is __________ advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following add to the costs of coupons except

Correct AnswerverifiedShow Answer

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

One of the tools Google is using to pursue its goal of increasing its display advertising business is called

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

One of the advantages associated with radio as an advertising medium is that it

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Pretests are conducted before the advert...
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