Question 1

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 C)
G) B) and E)

Question 2

Pretests refer to

Accepted Answer

A)   tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)   tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)   tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)   tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement.
E)   sample ad campaigns submitted by competing advertising agencies before receiving a formal contract for that account.F) B) and E)
G) All of the above

Question 3

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called

Accepted Answer

A)   a sales test.
B)   a jury test.
C)   a theater test.
D)   an attitude test.
E)   a portfolio test.F) C) and D)
G) A) and C)

Question 4

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is

Accepted Answer

A)   an attitude test.
B)   a prompted response test.
C)   an inquiry test.
D)   a concept test.
E)   a Starch test.F) None of the above
G) A) and B)

Question 5

Software programs called __________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A)   click spiders
B)   click bots
C)   click spam
D)   click bait
E)   click tippersF) B) and E)
G) None of the above

Question 6

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

Question 7

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Accepted Answer

A)   prize
B)   bottom line
C)   user
D)   seller
E)   brandF) None of the above
G) All of the above

Question 8

Sales promotions that usually offer an immediately discounted price to the consumer,which encourages trial of the product,are commonly referred to as

Accepted Answer

A)   deals.
B)   rebates.
C)   samples.
D)   coupons.
E)   premiums.F) A) and B)
G) D) and E)

Question 9

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Accepted Answer

A)   publicity.
B)   sales promotion.
C)   advertising.
D)   personal selling.
E)   direct marketing.F) None of the above
G) B) and C)

Question 10

What is publicity?
 What are the main types of publicity tools?
 What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation ...

Question 11

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as

Accepted Answer

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

Question 12

The objective of __________ is to inform a newspaper,radio station,or other media of an idea for a story.

Accepted Answer

A)   an infomercial
B)   a bulletin brief
C)   a news release
D)   a broadcast summary
E)   a news broadcastF) D) and E)
G) C) and D)

Question 13

A(n) __________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Accepted Answer

A)   turnkey-service agency
B)   complete spectrum agency
C)   multi-service agency
D)   in-house agency
E)   full-service agencyF) A) and E)
G) A) and D)

Question 14

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 C)
G) B) and E)

Question 15

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Accepted Answer

A)   inexpensive.
B)   humorous.
C)   expensive.
D)   effective.
E)   competitive.F) B) and D)
G) B) and E)

Question 16

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited and the launch was widely reported.This is an example of a

Accepted Answer

A)  news release.
B)  news conference.
C)  promotional giveaway.
D)  PSA.
E)  cooperative advertisement.F) A) and D)
G) A) and E)

Question 17

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Question 18

All of the following are difficulties associated with creating an actual advertising message except which?

Accepted Answer

A)   Compensating actors is very expensive.
B)   Shooting commercials in several locations for global campaigns has increased.
C)   Replacing actors with computer-generated animation is ineffective since people are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.
D)   Designing quality artwork, layout, and production for advertisements is time consuming.
E)   Translating the copywriter's ideas into an actual advertisement is a complex process.F) B) and E)
G) B) and C)

Question 19

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

Accepted Answer

A)   has a short exposure time.
B)   is a low-cost medium.
C)   has an unlimited amount of advertising time available.
D)   can be used to convey complex messages.
E)   can use sight, sound, and motion.F) A) and E)
G) A) and B)

Question 20

Publicity tools are

Accepted Answer

A)   methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
C)   short-term inducements of value offered to arouse interest in buying a product or service.
D)   methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
E)   free space or time donated by the media.F) A) and C)
G) B) and E)

Exam 15: Advertising, sales Promotion, and Public Relations

When Satya Nadella,CEO of Microsoft,launched Office 2016 at a special event,the company announced a new set of features for its Office 365 product.The media was invited and the launch was widely reported.This is an example of a

Correct AnswerverifiedShow Answer

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Correct AnswerverifiedPublicity is a nonpersonal presentation ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The objective of __________ is to inform a newspaper,radio station,or other media of an idea for a story.

Correct AnswerverifiedShow Answer

Pretests refer to

Correct AnswerverifiedShow Answer

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Correct AnswerverifiedShow Answer

Software programs called __________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Correct AnswerverifiedShow Answer

Publicity tools are

Correct AnswerverifiedShow Answer

Sales promotions that usually offer an immediately discounted price to the consumer,which encourages trial of the product,are commonly referred to as

Correct AnswerverifiedShow Answer

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 1 states,"Focus on the __________ and all else will follow."

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad,is

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called

Correct AnswerverifiedShow Answer

A(n) __________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Correct AnswerverifiedShow Answer

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

The most common form of outdoor advertising is

Correct AnswerverifiedShow Answer

All of the following are difficulties associated with creating an actual advertising message except which?

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Publicity is a nonpersonal presentation ...
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The best type of sales promotion is to u...
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