Question 1

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 to use ...

Question 2

Program-length (30-minute)  advertisements that take an educational approach to communication with potential customers are referred to as _________.

Accepted Answer

A)  advertorials
B)  infomercials
C)  intrusionaries
D)  advocacy ads
E)  missionary adsF) A) and C)
G) A) and E)

Question 3

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________ sales promotion.

Accepted Answer

A)  deal
B)  premium
C)  rebate
D)  coupon
E)  sampleF) A) and E)
G) None of the above

Question 4

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  encoding promotional tools.
C)  manufacturer's promotions.
D)  consumer promotions.
E)  sales promotions.F) None of the above
G) A) and B)

Question 5

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Accepted Answer

A)  Cost per thousand impressions = Advertising cost ($)  / Impressions generated (in 100s) .
B)  Cost per thousand impressions = Total net revenue ($)  / Impressions generated in 1000s) .
C)  Cost per thousand impressions = Total gross revenue ($)  / Impressions generated (in 1000s) .
D)  Cost per thousand impressions = Advertising cost ($)  / Impressions generated (in 1000s) .
E)  Cost per thousand impressions = Advertising cost ($)  / Impressions generated (in 500s) .F) B) and D)
G) B) and E)

Question 6

When the office of National Drug Control Policy ran an ad with the headline: "Marijuana Harmless?" and the statement "Didn't see merging truck" it was using which type of ad appeal?

Accepted Answer

A)  reminder
B)  advocacy
C)  guilt
D)  fear
E)  sexF) All of the above
G) B) and E)

Question 7

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
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)  it is relatively simple to run national online campaign across multiple sites.F) D) and E)
G) A) and C)

Question 8

When students graduate from college, Ford often offers them a __________ of $500 when they purchase or lease a Ford or Lincoln-Mercury vehicle.

Accepted Answer

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

Question 9

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A)  financial goals
B)  time constraints
C)  pricing constraints
D)  target audiences
E)  promotion objectivesF) A) and B)
G) B) and D)

Question 10

FIGURE 16-4 
-is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  advocacy
C)  cognitive
D)  humor
E)  fearF) B) and C)
G) A) and C)

Question 11

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a __________ to measure the effectiveness of its ads.

Accepted Answer

A)  lottery
B)  contest
C)  premium
D)  sweepstakes
E)  dealF) A) and B)
G) A) and C)

Question 12

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)  inability to cover local markets.
B)  long lead time for ad placement.
C)  long life span.
D)  relatively high cost.
E)  competition for reader attention with other features in the newspaper.F) C) and D)
G) B) and E)

Question 13

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and _________.

Accepted Answer

A)  differentiation
B)  philanthropic
C)  reminder
D)  persuasive
E)  informationalF) None of the above
G) A) and D)

Question 14

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

Accepted Answer

A)  the ads are much more elaborate.
B)  the TV stations know the advertisers will pay more.
C)  the number of viewers is growing.
D)  the ad agencies have dramatically increased their fees.
E)  companies that run Super Bowl ads do not have to run any other ads all year long.F) A) and B)
G) A) and C)

Question 15

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Accepted Answer

A)  institutional
B)  differentiation
C)  pioneering
D)  competitive
E)  reminderF) B) and E)
G) C) and D)

Question 16

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

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  differentiationF) B) and E)
G) All of the above

Question 17

As a subscriber to Fitness magazine, Kelly was asked by a researcher, which ads she remembered seeing in the most recent issue of the magazine.Then she was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A)  inquiry testing
B)  concept testing
C)  unaided recall
D)  portfolio testing
E)  aided recallF) B) and E)
G) A) and E)

Question 18

who read any part of the ad (read some) , and who read at least half of the ad (read most) .

Accepted Answer

A)  who felt the ad was vague or ambiguous
B)  who felt elements of the ad were inappropriate
C)  who could summarize the key ad points in their own words
D)  who saw or read any part of the ad identifying the product or brand (seen-associated) 
E)  who remembered having seen the ad before and had already tried the productF) B) and D)
G) A) and B)

Question 19

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n)  _________.

Accepted Answer

A)  organizational allowance
B)  merchandise allowance
C)  manufacturer's enhancement
D)  finance allowance
E)  case allowanceF) C) and D)
G) A) and B)

Question 20

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time

Accepted Answer

A)  minimizing ad redundancy.
B)  minimizing ad boredom.
C)  minimizing ad costs.
D)  minimizing ad inconsistency.
E)  minimizing ad distractions.F) B) and C)
G) All of the above

Exam 16: Advertising, Sales Promotion, and Public Relations

One disadvantage of using newspapers as an advertising medium is their

Correct Answer
verified

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as _________.

Correct Answer
verified

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) _________.

Correct Answer
verified

Correct Answer
verified

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

Correct Answer
verified

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and _________.

Correct Answer
verified

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct Answer
verified

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Correct Answer
verified

When students graduate from college, Ford often offers them a __________ of $500 when they purchase or lease a Ford or Lincoln-Mercury vehicle.

Correct Answer
verified

Correct Answer
verified

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 Answer
verified
The best type of sales promotion to use ...
View Answer

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

Correct Answer
verified

When the office of National Drug Control Policy ran an ad with the headline: "Marijuana Harmless?" and the statement "Didn't see merging truck" it was using which type of ad appeal?

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

who read any part of the ad (read some) , and who read at least half of the ad (read most) .

Correct Answer
verified

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct Answer
verified

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct Answer
verified

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________ sales promotion.

Correct Answer
verified

FIGURE 16-4 -is an example of which type of appeal?

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as _________.

Correct AnswerverifiedShow Answer

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

Correct AnswerverifiedShow Answer

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and _________.

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Correct AnswerverifiedShow Answer

When students graduate from college, Ford often offers them a __________ of $500 when they purchase or lease a Ford or Lincoln-Mercury vehicle.

Correct AnswerverifiedShow Answer

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 to use ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

When the office of National Drug Control Policy ran an ad with the headline: "Marijuana Harmless?" and the statement "Didn't see merging truck" it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

who read any part of the ad (read some) , and who read at least half of the ad (read most) .

Correct AnswerverifiedShow Answer

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct AnswerverifiedShow Answer

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct AnswerverifiedShow Answer

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________ sales promotion.

Correct AnswerverifiedShow Answer

FIGURE 16-4 -is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Correct Answer
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The best type of sales promotion to use ...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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