Question 1

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A)  reach
B)  rating
C)  GRPs
D)  CPM
E)  frequencyF) B) and E)
G) B) and D)

Question 2

-With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures?

Accepted Answer

A)  Internet
B)  television
C)  direct mail
D)  newspapers
E)  magazinesF) A) and B)
G) D) and E) D

Question 3

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with __________.

Accepted Answer

A)  frequency
B)  CPM
C)  reach
D)  rating
E)  gross rating pointsF) B) and D)
G) A) and E) A

Question 4

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A)  has a short exposure time.
B)  can reach extremely large audiences.
C)  is a low-cost medium.
D)  has an unlimited amount of advertising time available.
E)  can be used to convey complex messages.F) All of the above
G) B) and C)

Question 5

Gross rating points (GRPs)  are determined by the formula

Accepted Answer

A)  reach multiplied by frequency.
B)  reach multiplied by rating.
C)  rating multiplied by cost in dollars.
D)  cost divided by reach.
E)  cost divided by (reach multiplied by frequency) .F) D) and E)
G) A) and B)

Question 6

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)  GRP
B)  CPA
C)  TMP
D)  CPM
E)  CTF) A) and B)
G) All of the above

Question 7

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract less consumer attention for the advertiser's brand.
C)  Comparative advertisements need market research to provide legal support for their claims.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often do, cause more harm than good.F) D) and E)
G) B) and E) C

Question 8

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

Accepted Answer

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

Question 9

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Accepted Answer

A)  finance allowance
B)  promotional allowance
C)  merchandise allowance
D)  slotting fee
E)  failure feeF) A) and D)
G) B) and E)

Question 10

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n)  __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  fear appeal
E)  sex appealF) B) and D)
G) C) and E)

Question 11

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

Accepted Answer

A)  identifying the target audience
B)  evaluating a campaign
C)  designing the advertising
D)  pretesting the advertising
E)  scheduling the advertising programF) B) and C)
G) All of the above

Question 12

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) All of the above
G) A) and E)

Question 13

A news conference is a(n)

Accepted Answer

A)  announcement regarding changes in a company or product line.
B)  free space or time in a newspaper or on a broadcast medium.
C)  publicity tool that utilizes high-visibility individuals in lobbying activities.
D)  meeting of top news executives to decide advertising policy.
E)  informational meeting to which representatives of the media are invited.F) D) and E)
G) B) and E)

Question 14

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

Accepted Answer

A)  competitive product
B)  product advocacy
C)  competitive institutional
D)  pioneering product
E)  pioneering institutionalF) C) and E)
G) C) and D)

Question 15

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A)  aided recall
B)  jury tests
C)  tracking tests
D)  performance tests
E)  comparison testsF) A) and E)
G) B) and E)

Question 16

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations
B)  increase frequency of purchase of new products
C)  tout the competitive advantages of one industry over another
D)  build goodwill or an image for an organization
E)  promote alternative uses for a product classF) A) and E)
G) A) and B)

Question 17

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

A)  fast food
B)  airline travel
C)  hotel accommodations
D)  credit card
E)  grocery storeF) C) and E)
G) B) and C)

Question 18

A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products.

Accepted Answer

A)  strategic channel partnership
B)  cooperative advertising
C)  retail publicity
D)  reseller consumer promotion
E)  manufacturer incentive advertisingF) None of the above
G) B) and C)

Question 19

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) None of the above
G) A) and B)

Question 20

What is a point of purchase display? Discuss two reasons why firms use them.

Accepted Answer

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

Exam 15: Advertising, Sales Promotion, and Public Relations

Correct Answer
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-With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures?

Correct Answer
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D

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with __________.

Correct Answer
verified
A

One of the advantages associated with television as an advertising medium is that it

Correct Answer
verified

Gross rating points (GRPs) are determined by the formula

Correct Answer
verified

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct Answer
verified

Which of the following statements about comparative advertising is true?

Correct Answer
verified
C

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

Correct Answer
verified

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct Answer
verified

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Correct Answer
verified

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

Correct Answer
verified

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising.

Correct Answer
verified

A news conference is a(n)

Correct Answer
verified

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

Correct Answer
verified

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct Answer
verified

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct Answer
verified

The most popular loyalty programs today are __________ reward programs.

Correct Answer
verified

Correct Answer
verified

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

What is a point of purchase display? Discuss two reasons why firms use them.

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

Exam 15: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

-With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures?

Correct AnswerverifiedD

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with __________.

Correct AnswerverifiedA

One of the advantages associated with television as an advertising medium is that it

Correct AnswerverifiedShow Answer

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedC

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

A news conference is a(n)

Correct AnswerverifiedShow Answer

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

The most popular loyalty programs today are __________ reward programs.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow 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

What is a point of purchase display? Discuss two reasons why firms use them.

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

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D

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A

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C

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