Question 1

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Accepted Answer

DreamWorks' first 3-D movie, Monsters vs...

Question 2

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 3

FIGURE 16-9 
-What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

Accepted Answer

Point-of-purchase displays are often use...

Question 4

The major advantage associated with radio as an advertising medium is that it

Accepted Answer

A)  has a long exposure time.
B)  is a segmented medium.
C)  has a perishable message.
D)  has an unlimited amount of advertising time available.
E)  is relatively simple to convey complex messages.F) D) and E)
G) B) and C)

Question 5

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 marketingF) B) and E)
G) C) and D)

Question 6

During the Pillsbury BakeOff, 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 there is an increase in product sales as contenders buy items to practice their new recipes.This is an example of a very successful _________.

Accepted Answer

A)  challenge
B)  contest
C)  sweepstakes
D)  competition
E)  public relations campaignF) C) and D)
G) All of the above

Question 7

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  it takes a relatively short time to place the ad.
B)  there is no need or benefit to incorporating graphics.
C)  their ability to target specific audiences.
D)  there is usually little competition with other magazine features.
E)  magazine ads encourage competition which promotes higher value to the consumer.F) B) and E)
G) B) and D)

Question 8

What is publicity and 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 9

The means by which the advertising message is communicated to the target audience is through

Accepted Answer

A)  advertising media.
B)  reach and frequency.
C)  a decoder.
D)  micromarketing.
E)  media convergence.F) A) and E)
G) C) and E)

Question 10

Advertising refers to

Accepted Answer

A)  any non-paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
B)  any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
C)  any paid form of personal communication about an organization, good, service, or idea by an identified sponsor.
D)  any nonpaid form of personal communication about an organization, good, service, or idea by an unidentified sponsor.
E)  any paid form of nonpersonal communication about an organization, good, service, or idea by an unidentified sponsor.F) B) and E)
G) A) and E)

Question 11

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Accepted Answer

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

Question 12

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

Accepted Answer

A)  10%
B)  20%
C)  30%
D)  40%
E)  70%F) A) and B)
G) A) and C)

Question 13

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a company is, what it can do, and where it is located.
C)  state the position of a company on an issue.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) All of the above
G) A) and D)

Question 14

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of _________.

Accepted Answer

A)  rhetorical appeal
B)  life cycle appeal
C)  humorous appeal
D)  security appeal
E)  fear appealF) C) and D)
G) A) and C)

Question 15

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

Accepted Answer

A)  full-service agencies
B)  in-house agencies
C)  modified-service agencies
D)  promotional firms
E)  limited-service agenciesF) A) and E)
G) A) and B)

Question 16

In television or radio advertising, rating refers to

Accepted Answer

A)  the relative quality of the show or program during which an ad will be seen or heard.
B)  the relative popularity of the show or program during which and ad will be seen or heard.
C)  the percentage of households in a market that are tuned to a particular television or radio station.
D)  the genre of programming such as comedy or drama for television or talk show versus music on the radio.
E)  the percentage point value of advertising on any given program, the more popular the show, the higher the price (based on the point value) .F) B) and D)
G) C) and D)

Question 17

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Accepted Answer

A)  drip schedule
B)  blitz schedule
C)  pulse schedule
D)  turnover schedule
E)  intermittent scheduleF) B) and C)
G) C) and E)

Question 18

Pulse scheduling would most likely be used for advertising _________.

Accepted Answer

A)  socks
B)  motor oil
C)  breakfast cereal
D)  bathroom cleaner
E)  long-stemmed rosesF) B) and C)
G) A) and E)

Question 19

The three primary types of product advertisement are _________, competitive, and reminder.

Accepted Answer

A)  informational
B)  psychological
C)  industrial
D)  persuasive
E)  pioneeringF) A) and B)
G) A) and C)

Question 20

Purchase frequency refers to

Accepted Answer

A)  the amount of time between trial and first repeat purchase of a given product.
B)  the amount of time it takes each generation to enter the product life cycle.
C)  how often a consumer will try a competitive brand before returning to the original choice.
D)  how often new buyers enter the market to buy the product.
E)  the idea that the more frequently the product is purchased, the less repetition is required.F) All of the above
G) A) and B)

Exam 16: Advertising, Sales Promotion, and Public Relations

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

Correct Answer
verified

Correct Answer
verified

The three primary types of product advertisement are _________, competitive, and reminder.

Correct Answer
verified

One advantage of using magazines as an advertising medium is

Correct Answer
verified

The means by which the advertising message is communicated to the target audience is through

Correct Answer
verified

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Correct Answer
verified
DreamWorks' first 3-D movie, Monsters vs...
View Answer

Pulse scheduling would most likely be used for advertising _________.

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

The major advantage associated with radio as an advertising medium is that it

Correct Answer
verified

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

Correct Answer
verified

Advertising refers to

Correct Answer
verified

Purchase frequency refers to

Correct Answer
verified

FIGURE 16-9 -What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified
Publicity is a nonpersonal presentation ...
View Answer

In television or radio advertising, rating refers to

Correct Answer
verified

The purpose of pioneering institutional advertisements is to

Correct Answer
verified

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are _________, competitive, and reminder.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

The means by which the advertising message is communicated to the target audience is through

Correct AnswerverifiedShow Answer

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Correct AnswerverifiedDreamWorks' first 3-D movie, Monsters vs...View AnswerShow Answer

Pulse scheduling would most likely be used for advertising _________.

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

The major advantage associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

Purchase frequency refers to

Correct AnswerverifiedShow Answer

FIGURE 16-9 -What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

Correct AnswerverifiedPoint-of-purchase displays are often use...View AnswerShow Answer

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Correct AnswerverifiedShow Answer

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

What is publicity and 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

In television or radio advertising, rating refers to

Correct AnswerverifiedShow Answer

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Correct AnswerverifiedShow Answer

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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Correct Answer
verified
DreamWorks' first 3-D movie, Monsters vs...
View Answer

Correct Answer
verified

Correct Answer
verified
Setting schedules requires an understand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified
Publicity is a nonpersonal presentation ...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified