Question 1

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)  coupon.F) C) and D)
G) A) 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)  can target specific audiences.
C)  uses humor, sound, and intimacy effectively.
D)  has an unlimited amount of advertising time available.
E)  is difficult to convey complex messages.F) A) and E)
G) A) and D)

Question 3

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

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

Question 4

Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.

Accepted Answer

A)  30
B)  40
C)  50
D)  60
E)  70F) A) and E)
G) D) and E)

Question 5

There are three key factors when selecting the media for an advertising campaign: (1)  __________, (2)  the product's attributes, (3)  and cost.

Accepted Answer

A)  the perceived risk
B)  the sustainability of the message
C)  the reputation of the prospective media firm
D)  the media habits of the target audience
E)  the length of time required to get the message acrossF) C) and D)
G) A) and D)

Question 6

What is a product placement? What is a reverse product placement?

Accepted Answer

Product placement involves the growing u...

Question 7

What are the steps to develop an advertising program?

Accepted Answer

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

Question 8

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 9

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)  GRP.
B)  CPA.
C)  TMP.
D)  CPM.
E)  M.F) All of the above
G) D) and E)

Question 10

The three primary types of product advertisements are

Accepted Answer

A)  pioneering, institutional, and informational.
B)  humor, sex, and fear.
C)  pioneering, competitive, and reminder.
D)  competitive, subliminal, and institutional.
E)  cognitive, affective, and behavioral.F) B) and E)
G) D) and E)

Question 11

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2015, the cost had soared to $4.5 million for a 30-second spot. The most likely reason for the escalating cost is that

Accepted Answer

A)  the number of TV viewers of the Super Bowl has grown substantially.
B)  the ads are much more elaborate and therefore more expensive to produce.
C)  the NFL knows advertisers will pay anything it wants.
D)  the ad agencies have dramatically increased their creative and production fees.
E)  the companies that create Super Bowl ads do not have to run any other ads all year.F) B) and D)
G) C) and D)

Question 12

The most common form of outdoor advertising is

Accepted Answer

A)  transit.
B)  point-of-purchase display.
C)  the billboard.
D)  the kiosk.
E)  in-store signage.F) A) and B)
G) D) and E)

Question 13

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  there are no real costs except computers used for initial encoding.
D)  online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.F) A) and B)
G) All of the above

Question 14

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Accepted Answer

A)  steady
B)  flighting
C)  dripping
D)  pulsing
E)  burstF) A) and E)
G) C) and D)

Question 15

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert...

Question 16

In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)  buyer turnover.
B)  the frequency rate.
C)  the brand awareness rate.
D)  the forgetting rate.
E)  the recall dissipation rate.F) D) and E)
G) A) and B)

Question 17

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) B) and E)
G) D) and E)

Question 18

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) C) and D)
G) B) and D)

Question 19

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over 90 percent of all television ads.
B)  Comparative advertisements attract less consumer attention for the advertiser's brand.
C)  Comparative advertisements need market research to provide legal support for their claims.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often do, cause more harm than good.F) B) and E)
G) A) and B)

Question 20

What type of product advertisement is a Samsung ad that compares its features relative to products in a similar category?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) C) and D)
G) A) and C)

Exam 18: Advertising Sales Promotion and Public Relations

What is cooperative advertising?

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

There are three key factors when selecting the media for an advertising campaign: (1) __________, (2) the product's attributes, (3) and cost.

Correct AnswerverifiedShow Answer

Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are

Correct AnswerverifiedShow Answer

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

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

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

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

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2015, the cost had soared to $4.5 million for a 30-second spot. The most likely reason for the escalating cost is that

Correct AnswerverifiedShow Answer

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

Correct AnswerverifiedShow Answer

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, buyer turnover refers to

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

What is a product placement? What is a reverse product placement?

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

What type of product advertisement is a Samsung ad that compares its features relative to products in a similar category?

Correct AnswerverifiedShow Answer

What are the steps to develop an advertising program?

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

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

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Pretests are conducted before the advert...
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Correct Answer
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Correct Answer
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Product placement involves the growing u...
View Answer

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

Correct Answer
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