Question 1

A Budweiser ad,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of __________ advertisement.

Accepted Answer

A)   a pioneering
B)   a competitive
C)   a reminder
D)   a political
E)   an advocacyF) A) and D)
G) A) and C)

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) All of the above
G) A) and D)

Question 3

Information and persuasive content can be combined to form which common advertising appeals?

Accepted Answer

A)   sex, fear, and humor appeals
B)   guilt, financial risk, and self-esteem appeals
C)   guilt, fear, and self-worth appeals
D)   demographic, psychographic, and lifestyle appeals
E)   gender, ethnicity, and reference group appealsF) C) and E)
G) None of the above

Question 4

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Accepted Answer

A)   marketing channels.
B)   brand extensions.
C)   services from small providers.
D)   complex ideas.
E)   fad products.F) B) and C)
G) B) and D)

Question 5

In 1990,a 30-second ad during the Super Bowl cost $700 ,000.By 2016,the cost had soared to $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 networks that broadcast the game knows advertisers will pay anything they want.
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) None of the above
G) A) and B)

Question 6

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before it Changes You." This is an example of which type of appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   pioneering
E)   guiltF) B) and E)
G) D) and E)

Question 7

When bebe,a contemporary women's clothing store,uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   guilt
E)   self-esteemF) B) and D)
G) A) and B)

Question 8

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
E)   organize the world's information and make it universally accessible and useful.F) A) and B)
G) D) and E)

Question 9

In __________,the test ad is placed in a collection with several other ads,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)   theater test
B)   range test
C)   group test
D)   portfolio test
E)   jury testF) A) and B)
G) A) and C)

Question 10

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Accepted Answer

A)   coupon.
B)   deal.
C)   sample.
D)   premium.
E)   product placement.F) All of the above
G) A) and E)

Question 11

__________ ads are expensive but effective; Lexus reported that following its ad's airing,searches for its vehicles on Kelley Blue Book's website skyrocketed by 1,800 percent.

Accepted Answer

A)   Reinforcement
B)   Online
C)   Super Bowl
D)   Competitive
E)   CooperativeF) A) and B)
G) B) and C)

Question 12

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of

Accepted Answer

A)  product continuity.
B)  subsidized advertising.
C)  subliminal direction.
D)  showrooming.
E)  product placement.F) All of the above
G) B) and D)

Question 13

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Accepted Answer

A)   promotional strategies.
B)   cooperative advertising.
C)   public promotions.
D)   market-oriented promotions.
E)   publicity tools.F) B) and E)
G) A) and B)

Question 14

Nontraditional advertising options found in airports,health clubs,and theaters are called place-based media or

Accepted Answer

A)   out-of-home advertising.
B)   invasive placements.
C)   electronic advertising.
D)   product placements.
E)   cooperative advertising.F) C) and D)
G) A) and C)

Question 15

The Starch test uses a(n) __________ 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.

Accepted Answer

A)   attitude test
B)   prompted response test
C)   inquiry test
D)   concept test
E)   aided recall testF) C) and D)
G) All of the above

Question 16

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free.This practice is called

Accepted Answer

A)   click funding.
B)   click spam.
C)   click botting.
D)   web tipping.
E)   web crawling.F) A) and E)
G) A) and D)

Question 17

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A)   deceptive advertising.
B)   click fraud.
C)   web-tipping.
D)   click-theft.
E)   click-botting.F) A) and E)
G) A) and B)

Question 18

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 C)
G) None of the above

Question 19

Most advertising messages are made up of both informational and persuasive elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 20

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

Exam 15: Advertising, sales Promotion, and Public Relations

In __________,the test ad is placed in a collection with several other ads,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct Answer
verified

Nontraditional advertising options found in airports,health clubs,and theaters are called place-based media or

Correct Answer
verified

Most advertising messages are made up of both informational and persuasive elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

When bebe,a contemporary women's clothing store,uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Correct Answer
verified

A limited-service agency is

Correct Answer
verified

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Correct Answer
verified

Correct Answer
verified

A Budweiser ad,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of __________ advertisement.

Correct Answer
verified

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free.This practice is called

Correct Answer
verified

The Starch test uses a(n) __________ 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.

Correct Answer
verified

In 1990,a 30-second ad during the Super Bowl cost $700 ,000.By 2016,the cost had soared to $5 million for a 30-second spot.The most likely reason for the escalating cost is that

Correct Answer
verified

__________ ads are expensive but effective; Lexus reported that following its ad's airing,searches for its vehicles on Kelley Blue Book's website skyrocketed by 1,800 percent.

Correct Answer
verified

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

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

Google's mission is to

Correct Answer
verified

Information and persuasive content can be combined to form which common advertising appeals?

Correct Answer
verified

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of

Correct Answer
verified

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Correct Answer
verified

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before it Changes You." This is an example of which type of appeal?

Correct Answer
verified

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

In __________,the test ad is placed in a collection with several other ads,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

Nontraditional advertising options found in airports,health clubs,and theaters are called place-based media or

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasive elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

When bebe,a contemporary women's clothing store,uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Correct AnswerverifiedShow Answer

A limited-service agency is

Correct AnswerverifiedShow Answer

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A Budweiser ad,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of __________ advertisement.

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free.This practice is called

Correct AnswerverifiedShow Answer

The Starch test uses a(n) __________ 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.

Correct AnswerverifiedShow Answer

In 1990,a 30-second ad during the Super Bowl cost $700 ,000.By 2016,the cost had soared to $5 million for a 30-second spot.The most likely reason for the escalating cost is that

Correct AnswerverifiedShow Answer

__________ ads are expensive but effective; Lexus reported that following its ad's airing,searches for its vehicles on Kelley Blue Book's website skyrocketed by 1,800 percent.

Correct AnswerverifiedShow Answer

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a

Correct AnswerverifiedShow Answer

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

Google's mission is to

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form which common advertising appeals?

Correct AnswerverifiedShow Answer

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M'S,regretted not permitting its product to be used in the film.This is an example of

Correct AnswerverifiedShow Answer

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Correct AnswerverifiedShow Answer

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before it Changes You." This is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Correct AnswerverifiedShow Answer

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Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

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