Question 1

The three approaches to setting advertising schedules are

Accepted Answer

A)  flexible, seasonal, and continuous.
B)  spontaneous, continuous, and intermittent.
C)  continuous, flighting, and pulse.
D)  day time, prime time, and off-peak.
E)  sporadic, intermittent, and infrequent.F) None of the above
G) B) and E)

Question 2

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) A) and E)
G) B) and E)

Question 3

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A)  premium
B)  deal
C)  coupon
D)  rebate
E)  student incentiveF) A) and B)
G) A) and C)

Question 4

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as

Accepted Answer

A)  a continuous schedule.
B)  a phased schedule.
C)  a pulse schedule.
D)  a turnover schedule.
E)  an intermittent schedule.F) B) and E)
G) B) and D)

Question 5

Leading up to Super Bowl weekend, Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges then selects the finalists, posts the submissions on the Doritos Facebook page, and opens up voting by the public. Which type of sales promotion is Doritos using?

Accepted Answer

A)  a deal
B)  a contest
C)  a premium
D)  a rebate
E)  a sampleF) C) and E)
G) C) and D)

Question 6

The fastest growing form of Internet advertising is

Accepted Answer

A)  interstitials.
B)  rich media.
C)  paid search.
D)  spam.
E)  wikis.F) B) and D)
G) None of the above

Question 7

To help advertisers place ads based on their search-engine results, Google developed an online tool called

Accepted Answer

A)  AdPage.
B)  AdLeaf.
C)  AdTag.
D)  AdWords.
E)  AdRank.F) A) and B)
G) A) and E)

Question 8

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead time needed to place an ad.
C)  the relatively high cost.
D)  the lack of noise associated with the use of magazines in the communication channel.
E)  the antagonism with environmentalists.F) B) and E)
G) C) and D)

Question 9

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

Accepted Answer

A)  has a long exposure time.
B)  can target general audiences.
C)  has an unlimited amount of advertising time available.
D)  is relatively simple to convey complex messages.
E)  uses humor, sound, and intimacy effectively.F) A) and B)
G) A) and E)

Question 10

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  trade announcement
B)  news release
C)  infomercial
D)  news conference
E)  public trade announcementF) B) and E)
G) A) and E)

Question 11

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A)  creates a humorous appeal.
B)  avoids the possibility of a spokesperson's image changing.
C)  creates a fear appeal.
D)  creates a product ambience that limits its appeal to older consumers.
E)  targets the Gen Y consumer.F) B) and C)
G) C) and D)

Question 12

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

Accepted Answer

A)  has a long exposure time.
B)  cannot target specific audiences.
C)  has a perishable message.
D)  cannot use humor, sound, and intimacy effectively.
E)  has an unlimited amount of advertising time available.F) C) and D)
G) A) and B)

Question 13

All of the following are the most popular premiums except

Accepted Answer

A)  writing instruments.
B)  toys for dogs and cats.
C)  cups and mugs.
D)  desk accessories.
E)  apparel.F) All of the above
G) None of the above

Question 14

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A)  aided recall
B)  jury tests
C)  tracking tests
D)  performance tests
E)  comparison testsF) A) and E)
G) A) and B)

Question 15

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Accepted Answer

Advertising programs can range from comp...

Question 16

All of the following statements are true about magazines except

Accepted Answer

A)  the magazine with the highest circulation is AARP The Magazine.
B)  consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year.
C)  national publications publish regional and even metro editions to reduce wasted coverage.
D)  most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones.
E)  Time magazine publishes both geographic and demographic editions in the United States.F) A) and E)
G) A) and B)

Question 17

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

Accepted Answer

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

Question 18

All of the following statements are true about coupons except

Accepted Answer

A)  coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons.
B)  companies have decreased their use of coupons as redemption rates have fallen.
C)  the number of coupons generated at Internet sites and on mobile phones has been increasing.
D)  online coupons only account for a small percentage of total coupon redemptions.
E)  most coupons are distributed as freestanding inserts in newspapers.F) C) and D)
G) A) and E)

Question 19

Trade promotions are

Accepted Answer

A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, indirectly paid presentation of a company's products.
C)  advertisements that show actual consumers using the product in a barter or countertrade situation.
D)  sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)  sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and B)
G) C) and D)

Question 20

In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called __________ where advertisers pay only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A)  cost per thousand occurrences; cost-per-clack
B)  cost per thousand incidences; cost-per-snap
C)  cost per thousand impressions; cost-per-click
D)  cost per thousand recurrences; cost-per-lead
E)  cost per thousand frequencies; cost-per-hitF) A) and B)
G) A) and C)

Exam 18: Advertising Sales Promotion and Public Relations

The fastest growing form of Internet advertising is

Correct Answer
verified

All of the following statements are true about magazines except

Correct Answer
verified

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as

Correct Answer
verified

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct Answer
verified

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Correct Answer
verified
Advertising programs can range from comp...
View Answer

All of the following are the most popular premiums except

Correct Answer
verified

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Correct Answer
verified

All of the following statements are true about coupons except

Correct Answer
verified

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct Answer
verified

Trade promotions are

Correct Answer
verified

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Correct Answer
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Correct Answer
verified

The three approaches to setting advertising schedules are

Correct Answer
verified

To help advertisers place ads based on their search-engine results, Google developed an online tool called

Correct Answer
verified

In the traditional advertising model, advertisers were charged using a approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called where advertisers pay only when somebody actually clicks on the ad and is delivered to their website.

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

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

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

The fastest growing form of Internet advertising is

Correct AnswerverifiedShow Answer

All of the following statements are true about magazines except

Correct AnswerverifiedShow Answer

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as

Correct AnswerverifiedShow Answer

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct AnswerverifiedShow Answer

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

All of the following are the most popular premiums except

Correct AnswerverifiedShow Answer

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

All of the following statements are true about coupons except

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct AnswerverifiedShow Answer

Trade promotions are

Correct AnswerverifiedShow Answer

Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.

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The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

To help advertisers place ads based on their search-engine results, Google developed an online tool called

Correct AnswerverifiedShow Answer

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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

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

Correct AnswerverifiedShow Answer

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

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