Question 1

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

A)   fast-food
B)   airline travel
C)   hotel accommodations
D)   credit card
E)   grocery store itemsF) A) and B)
G) C) and D)

Question 2

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of arrangement is popular among

Accepted Answer

A)   full-service agencies.
B)   in-house agencies.
C)   modified-service agencies.
D)   promotional firms.
E)   limited-service agencies.F) A) and C)
G) A) and E)

Question 3

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   contests
E)   dealsF) A) and D)
G) B) and D)

Question 4

The broad set of interactive messaging options that enables 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) B) and E)
G) B) and D)

Question 5

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Accepted Answer

A)   is the next frontier."
B)   is the power behind change."
C)   is insatiable."
D)   separates the winners from the losers."
E)   crosses all borders."F) B) and D)
G) A) and E)

Question 6

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributors: allowances and discounts,__________,and training of distributor's sales forces.

Accepted Answer

A)   reminder advertising
B)   cooperative advertising
C)   pioneering advertising
D)   competitive advertising
E)   comparative advertisingF) C) and E)
G) A) and D)

Question 7

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Accepted Answer

A)   jury testing.
B)   tracking tests.
C)   exposure testing.
D)   posttesting.
E)   pretesting.F) B) and C)
G) A) and B)

Question 8

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Accepted Answer

A)   an authoritarian appeal.
B)   a coercive appeal.
C)   a family appeal.
D)   a fear appeal.
E)   a sex appeal.F) B) and C)
G) B) and D)

Question 9

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Accepted Answer

A)   carry allowance.
B)   haulage allowance.
C)   finance allowance.
D)   case allowance.
E)   freight allowance.F) D) and E)
G) A) and E)

Question 10

When Google chose a new model for its advertising,it decided to

Accepted Answer

A)   show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B)   randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C)   customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.
D)   create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E)   create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.F) B) and E)
G) A) and E)

Question 11

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)   trade promotion programs.
B)   consumer promotion programs.
C)   cooperative advertising programs.
D)   cause-related marketing programs.
E)   shared-responsibility programs.F) D) and E)
G) C) and D)

Question 12

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)   scope.
B)   share.
C)   CPM.
D)   rating.
E)   reach.F) A) and C)
G) A) and D)

Question 13

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Accepted Answer

A)   product placement
B)   sample
C)   premium
D)   sweepstakes
E)   dealF) A) and D)
G) A) and E)

Question 14

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree.," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   advocacy
E)   objectiveF) B) and E)
G) A) and E)

Question 15

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   institutional
E)   differentiationF) B) and C)
G) A) and C)

Question 16

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

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

Question 17

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 18

When preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of

Accepted Answer

A)   advertising.
B)   publicity.
C)   sales promotion.
D)   personal selling.
E)   direct marketing.F) B) and C)
G) A) and E)

Question 19

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)   a merchandise deal.
B)   a product enhancement.
C)   a loyalty program.
D)   retail positioning.
E)   experiential decoding.F) All of the above
G) A) and B)

Question 20

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Exam 15: Advertising, sales Promotion, and Public Relations

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

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

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct Answer
verified

The number of different people or households exposed to an advertisement is referred to as

Correct Answer
verified

Correct Answer
verified

The most popular loyalty programs today are __________ reward programs.

Correct Answer
verified

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Correct Answer
verified
Reach is the number of different people ...
View Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Correct Answer
verified

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

Correct Answer
verified

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Correct Answer
verified

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Correct Answer
verified

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct Answer
verified

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Correct Answer
verified

When Google chose a new model for its advertising,it decided to

Correct Answer
verified

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributors: allowances and discounts,__________,and training of distributor's sales forces.

Correct Answer
verified

Correct Answer
verified

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree.," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Correct Answer
verified

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct Answer
verified

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

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

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct AnswerverifiedShow Answer

The number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The most popular loyalty programs today are __________ reward programs.

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Correct AnswerverifiedShow Answer

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Correct AnswerverifiedShow Answer

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct AnswerverifiedShow Answer

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Correct AnswerverifiedShow Answer

When Google chose a new model for its advertising,it decided to

Correct AnswerverifiedShow Answer

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributors: allowances and discounts,__________,and training of distributor's sales forces.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree.," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Correct AnswerverifiedShow Answer

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

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
Reach is the number of different people ...
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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified