Question 1

Which of the following is one of the three primary types of product advertisements?

Accepted Answer

A)   goodwill
B)   industrial
C)   persuasive
D)   reminder
E)   subliminalF) None of the above
G) B) and D)

Question 2

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Accepted Answer

A)   humor
B)   fear
C)   sex
D)   nostalgic
E)   guiltF) B) and D)
G) A) and E)

Question 3

One problem with humorous appeals is that

Accepted Answer

A)   their effectiveness may vary across cultures if used in a global campaign.
B)   they contain no information to help consumers.
C)   they do not appeal to women.
D)   they do not stand out in a cluttered advertising climate.
E)   they are usually only appropriate for Millennials.F) A) and B)
G) A) and C)

Question 4

A full-service advertising agency refers to

Accepted Answer

A)   an advertising agency that not only provides a complete range of services, including market research, media selection, copy, art, and production, it 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 social media services.
C)   an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D)   firms that are large enough to carry their 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) A) and D)
G) C) and D)

Question 5

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A)   It takes a relatively short time to place a magazine ad.
B)   The cost of placing a magazine ad is very low.
C)   A magazine ad has a long life.
D)   With magazines, noise is eliminated from the communications process.
E)   A magazine achieves high public visibility.F) None of the above
G) C) and E)

Question 6

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)   daytime, prime time, and off-peak.
E)   sporadic, intermittent, and infrequent.F) A) and C)
G) C) and D)

Question 7

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)   takes a relatively short time to read.
B)   incorporates four-color graphics too frequently.
C)   usually has little competition with other media features.
D)   is quickly replacing television advertising.
E)   is perceived to be more inspirational than other media.F) None of the above
G) A) and E)

Question 8

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)   is criticized as a traffic hazard.F) B) and C)
G) None of the above

Question 9

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A)   identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers.
B)   run shorter ads in a greater number of geographical areas.
C)   identify specific times of day or night when the target audience would be more likely to tune in.
D)   develop more creative ads so that more people will choose to see them.
E)   run the ads on less expensive specialized cable and satellite channels.F) A) and D)
G) A) and E)

Question 10

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product is referred to as

Accepted Answer

A)   co-branding.
B)   a subliminal tie-in.
C)   product placement.
D)   a partnership promotion.
E)   product parallelism.F) A) and B)
G) A) and C)

Question 11

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 12

What is a product placement?
 Give an example.

Accepted Answer

Product placement involves the growing u...

Question 13

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) D) and E)
G) C) and D)

Question 14

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)   the perishability of the message.
B)   messages are automatically translated into multiple languages.
C)   Internet advertising can use rich media to create interactive ads.
D)   there are no real costs except computers used for initial encoding.
E)   uniform reach among all target markets.F) B) and C)
G) C) and E)

Question 15

A reinforcement ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   assures current users they made the right choice.
C)   promotes a specific brand's features and benefits.
D)   tells people what a product is, what it can do, and where it can be found.
E)   shows one brand's strengths relative to those of competitors.F) None of the above
G) B) and D)

Question 16

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)   What men find sexy, most women do not, and vice versa.
B)   Ads using sex appeal do not attract as much attention as those using other appeals.
C)   Sex in advertising typically appeals to only younger audiences.
D)   An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)   Sex in advertising alienates a large segment of progressives.F) All of the above
G) None of the above

Question 17

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)   YouTube
B)   ClickBot
C)   eBay
D)   DoubleHit
E)   DoubleClickF) B) and D)
G) All of the above

Question 18

The next big change coming to television advertising will most likely be

Accepted Answer

A)   virtual reality.
B)   digital video recorders (DVRs) .
C)   16K Ultra HD satellite TV.
D)   90-second commercials.
E)   iPad remote controls.F) A) and E)
G) D) and E)

Question 19

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)   the ability to use lifestyle segmentation.
B)   the short lead time for placing an ad.
C)   excellent color graphics.
D)   minimum distraction from other features.
E)   extended life span.F) None of the above
G) C) and D)

Question 20

During the Pillsbury Bake-Off,thousands of people across the country compete to create the best new recipe using the sponsor's products.Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage,but also there is an increase in product sales as contenders buy items to practice their new recipes.The top 100 finalists are flown to Orlando,Florida,to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.

Accepted Answer

A)   challenge
B)   contest
C)   sweepstakes
D)   competition
E)   public relations campaignF) A) and D)
G) A) and C)

Exam 15: Advertising, sales Promotion, and Public Relations

The next big change coming to television advertising will most likely be

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

Which of the following is one of the three primary types of product advertisements?

Correct Answer
verified

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct Answer
verified

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct Answer
verified

Correct Answer
verified

The three approaches to setting advertising schedules are

Correct Answer
verified

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

Correct Answer
verified

Recent studies comparing advertising in different media suggest that magazine advertising

Correct Answer
verified

A full-service advertising agency refers to

Correct Answer
verified

One problem with humorous appeals is that

Correct Answer
verified

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product is referred to as

Correct Answer
verified

A reinforcement ad

Correct Answer
verified

List and briefly describe the four forms of institutional advertising.

Correct Answer
verified
Institutional advertisements are designe...
View Answer

What is a product placement? Give an example.

Correct Answer
verified
Product placement involves the growing u...
View Answer

One way TV advertising can reduce wasted coverage is to

Correct Answer
verified

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Correct Answer
verified

Which of the following is an advantage of using magazines as an advertising medium?

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

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

The next big change coming to television advertising will most likely be

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following is one of the three primary types of product advertisements?

Correct AnswerverifiedShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

Google purchased __________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

A full-service advertising agency refers to

Correct AnswerverifiedShow Answer

One problem with humorous appeals is that

Correct AnswerverifiedShow Answer

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product is referred to as

Correct AnswerverifiedShow Answer

A reinforcement ad

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

What is a product placement? Give an example.

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

One way TV advertising can reduce wasted coverage is to

Correct AnswerverifiedShow Answer

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using magazines as an advertising medium?

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

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

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Institutional advertisements are designe...
View Answer

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Product placement involves the growing u...
View Answer

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