Question 1

Suppose 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 highest CPM?

Accepted Answer

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

Question 2

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

Accepted Answer

A)  has a long exposure time.
B)  is listened to less due to the large number of media options.
C)  cannot target specific audiences.
D)  cannot use humor, sound, and intimacy effectively.
E)  has an unlimited amount of advertising time available.F) A) and E)
G) A) and D)

Question 3

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?

Accepted Answer

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

Question 4

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without

Accepted Answer

A)  having an attitude."
B)  a PhD."
C)  an MBA."
D)  a suit."
E)  losing your sense of humor."F) A) and B)
G) B) and C)

Question 5

A limited-service agency

Accepted Answer

A)  provides the most complete range of services.
B)  is compensated by a contractual agreement.
C)  provides a range of services from limited to full.
D)  avoids a integrated marketing approach.
E)  engages only in social media strategies.F) All of the above
G) C) and D)

Question 6

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations
B)  increase frequency of purchase of new products
C)  tout the competitive advantages of one industry over another
D)  build goodwill or an image for an organization
E)  promote alternative uses for a product classF) A) and B)
G) None of the above

Question 7

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy, most women do not.
B)  What women find sexy, men do not.
C)  Sex in advertising typically appeals to only younger audiences.
D)  An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)  Sex in advertising alienates a large segment of progressives.F) A) and B)
G) A) and E)

Question 8

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  harvesting
E)  growthF) A) and D)
G) A) and C)

Question 9

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium, it has attracted limited use.
B)  online ads don't always result in a "click," but increase the likelihood of an action that leads to seeking more information about or purchasing of a product.
C)  pay-per-click search ads on Google are expensive and ineffective.
D)  it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter.
E)  it often creates more traffic than a firm can actually handle.F) A) and D)
G) None of the above

Question 10

Google's mission is to

Accepted Answer

A)  receive 20 billion inquiries each day.
B)  be the first company to generate $100 billion in revenues every year.
C)  be the most socially responsible company on earth.
D)  obtain corporate sustainability by the year 2020.
E)  organize the world's information and make it universally accessible and useful.F) D) and E)
G) B) and E)

Question 11

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 B)
G) None of the above

Question 12

A limited-service agency is

Accepted Answer

A)  an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design.
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing Internet services.
C)  an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D)  a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs.
E)  one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.F) A) and C)
G) None of the above

Question 13

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

Accepted Answer

A)  there is no competition.
B)  the print pages are quicker and easier to use than the Internet.
C)  they have a long life span/use period.
D)  they are more mobile than other information sources.
E)  there are no delivery costs.F) C) and D)
G) B) and D)

Question 14

Suppose 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 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 following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)  reach
B)  frequency
C)  CPM
D)  rating
E)  GRPF) C) and D)
G) B) and E)

Question 15

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)  inability to cover local markets.
B)  long lead time for placing an ad.
C)  long life span.
D)  relatively high cost.
E)  competition for reader attention with other features in the newspaper.F) A) and B)
G) D) and E)

Question 16

A competitive (or persuasive)  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) B) and E)
G) A) and B)

Question 17

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  manufacturers' promotions.
C)  channel promotions.
D)  consumer-oriented sales promotions.
E)  reseller promotions.F) C) and E)
G) B) and E)

Question 18

The three primary types of product advertisements are __________, competitive, and reminder.

Accepted Answer

A)  goodwill
B)  industrial
C)  persuasive
D)  pioneering
E)  subliminalF) B) and E)
G) A) and E)

Question 19

Life insurance companies such as Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves. 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) C) and D)
G) D) and E)

Question 20

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Accepted Answer

A)  one thing
B)  everything
C)  whatever you love
D)  what you are afraid of
E)  your jobF) A) and E)
G) A) and B)

Exam 18: Advertising Sales Promotion and Public Relations

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct Answer
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One disadvantage of using the Internet as an advertising medium is

Correct Answer
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The three primary types of product advertisements are __________, competitive, and reminder.

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without

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

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct Answer
verified

A limited-service agency is

Correct Answer
verified

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Correct Answer
verified

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

Correct Answer
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Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct Answer
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One advantage of using the yellow pages as an advertising medium is

Correct Answer
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A competitive (or persuasive) ad

Correct Answer
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Google's mission is to

Correct Answer
verified

A limited-service agency

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are __________, competitive, and reminder.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without

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

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

A limited-service agency is

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Google's mission is to

Correct AnswerverifiedShow Answer

A limited-service agency

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