Question 1

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is called a

Accepted Answer

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

Question 2

Individuals responsible for creating the text portion of the messages in advertisements are typically referred to as _________.

Accepted Answer

A)  freelancers
B)  copywriters
C)  editors
D)  designers
E)  adbustersF) B) and C)
G) A) and E)

Question 3

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)  it is similar to print advertising since it offers a visual message.
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) C) and D)
G) B) and E)

Question 4

Product placement refers to

Accepted Answer

A)  the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
B)  the relative value of a product's physical location based on line-of-sight positioning.
C)  competition amongst manufacturers to ensure their brand is the first to be placed on retailer's shelves or in showrooms.
D)  the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.
E)  a strict standardized fee paid by producers of movies, television products, or commercials for the rights to use a brand-name as a backdrop in one of their creative scenes.F) D) and E)
G) C) and D)

Question 5

Many commercials that use sex appeals gain the attention of the audience, but they

Accepted Answer

A)  contain no information to help consumers.
B)  do not appeal to either men or women.
C)  have little impact on consumers' recall, recognition, or purchase intent.
D)  wear out quickly, boring the consumer.
E)  don't appeal to the Net generation.F) B) and D)
G) C) and D)

Question 6

Information and persuasive content can be combined in the form of

Accepted Answer

A)  sex, fear, and humor appeal.
B)  guilt, financial risk, self-esteem.
C)  sex, fear, and self-worth.
D)  demographics, psychographics, and lifestyle.
E)  gender, ethnicity, and reference group.F) A) and B)
G) A) and C)

Question 7

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

Accepted Answer

A)  rich media
B)  banner ads
C)  interactive media
D)  gaming ads
E)  flash-player adsF) D) and E)
G) C) and E)

Question 8

FIGURE 16-6 
-According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?

Accepted Answer

A)  $ 27
B)  $ 93
C)  $107
D)  $115
E)  $206F) A) and B)
G) D) and E)

Question 9

Two of the largest portals for Internet advertising are _________ and __________.

Accepted Answer

A)  Google; AOL
B)  Google; Tubenet
C)  Google; MSN
D)  Google; Yahoo!
E)  Google; BingF) A) and D)
G) A) and C)

Question 10

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  it takes a relatively short time to place the ad.
B)  high quality color is available if needed or desired.
C)  the cost of placing a magazine ad is extremely low.
D)  there is usually little competition with other magazine features.
E)  there is no need or benefit to incorporating graphics.F) A) and D)
G) A) and C)

Question 11

What are the three types of pretests that can be conducted before advertising is placed in the media?

Accepted Answer

The three types of p...

Question 12

List two advantages and two disadvantages of using television, radio, magazines, yellow pages, internet, and direct mail for advertising.

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 13

Infomercials refer to

Accepted Answer

A)  public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B)  time reserved as part of an agreement with the FCC to allow for presidential debates and issues of national concern.
C)  program-length (30-minute)  advertisements that take an educational approach to communication with potential customers.
D)  direct marketing campaigns that are treated as regularly scheduled broadcasts and only charged for the 20 seconds spots during the program when the firm actually solicits orders.
E)  educationally formatted programming that is pre-paid or ordered privately by the consumer.F) B) and E)
G) A) and E)

Question 14

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 15

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Three common advertising appeals include fear, sex, and humor.Briefly describe these three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 16

When people outside the target market for the product see a firm's advertisement it is referred to as _________.

Accepted Answer

A)  media divergence
B)  dual exposure
C)  over-exposure
D)  wasted coverage
E)  extended advertisingF) B) and D)
G) B) and E)

Question 17

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their ability to cover local markets.
B)  the long lead time for ad placement.
C)  their long life span.
D)  their relatively high cost.
E)  competition for reader attention with other features in the newspaper.F) C) and E)
G) None of the above

Question 18

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

Accepted Answer

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

Question 19

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

Accepted Answer

A)  mobile signage
B)  mobile advertising
C)  frequency advertising
D)  transit advertising
E)  transportation advertisingF) B) and E)
G) B) and D)

Question 20

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract more consumer attention to the advertiser's brand.
C)  Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often, do more harm than good.F) A) and B)
G) B) and D)

Exam 16: Advertising, Sales Promotion, and Public Relations

Infomercials refer to

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Three common advertising appeals include fear, sex, and humor.Briefly describe these three appeals.

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

Individuals responsible for creating the text portion of the messages in advertisements are typically referred to as _________.

Correct AnswerverifiedShow Answer

FIGURE 16-6 -According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?

Correct AnswerverifiedShow Answer

Two of the largest portals for Internet advertising are _________ and __________.

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

When people outside the target market for the product see a firm's advertisement it is referred to as _________.

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined in the form of

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using television, radio, magazines, yellow pages, internet, and direct mail for advertising.

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

Correct AnswerverifiedShow Answer

What are the three types of pretests that can be conducted before advertising is placed in the media?

Correct AnswerverifiedThe three types of p...View AnswerShow Answer

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

Many commercials that use sex appeals gain the attention of the audience, but they

Correct AnswerverifiedShow Answer

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is called a

Correct AnswerverifiedShow Answer

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

Correct AnswerverifiedShow Answer

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Fear appeals suggest to the consumer tha...
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Two of the largest portals for Internet advertising are _ and __.

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The conflicting goals are maximizing exp...
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The three types of p...
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