Question 1

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

Accepted Answer

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

Question 2

Which of the following is an important guideline when using a fear appeal?

Accepted Answer

A)  Make sure the advertisement is still appropriate for viewing by children.
B)  Make the appeal so strong that it appears humorous.
C)  Do not make the appeal so strong that consumers will want to tune out the message.
D)  Avoid any reference to death or dying.
E)  Make sure to emphasize that the outcome rests in the viewers' hands.F) C) and D)
G) B) and E)

Question 3

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

Accepted Answer

A)  differentiation
B)  pioneering
C)  persuasive
D)  philanthropic
E)  informationalF) A) and D)
G) A) and B)

Question 4

The most common form of outdoor advertising is __________.

Accepted Answer

A)  transit
B)  point-of-purchase displays
C)  billboards
D)  kiosks
E)  in-store signageF) A) and B)
G) D) and E)

Question 5

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) A) and E)
G) All of the above

Question 6

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Accepted Answer

A)  carry allowance
B)  haulage allowance
C)  finance allowance
D)  case allowance
E)  freight allowanceF) A) and B)
G) B) and E)

Question 7

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

Accepted Answer

A)  exposure tests
B)  attitude tests
C)  performance tests
D)  jury tests
E)  comparison testsF) C) and E)
G) A) and E)

Question 8

Product advertisements focus on selling __________.

Accepted Answer

A)  publicity
B)  an emotion or a feeling
C)  a sense of well-being
D)  goodwill
E)  a product or serviceF) D) and E)
G) A) and E)

Question 9

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Accepted Answer

A)  a trading stamp program that allows buyers to earn free food after making ten purchases
B)  a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)  a coupon for a free soft drink with a Gyro purchase
D)  a game with food prizes
E)  free Extra Juicy Gyro samples at local fairs and concertsF) C) and D)
G) A) and D)

Question 10

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 a(n)  __________.

Accepted Answer

A)  continuous schedule
B)  phased schedule
C)  pulse schedule
D)  turnover schedule
E)  intermittent scheduleF) A) and E)
G) A) and B)

Question 11

One advantage of using a billboard as an advertising medium is that

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is particularly suited to national campaigns.
D)  it is especially suited for persuasive advertisements.
E)  it provides high visibility with a local focus.F) B) and D)
G) B) and E)

Question 12

The key objective of competitive advertising is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found.
B)  show one brand's strengths relative to those of competitors.
C)  reinforce previous knowledge of a product.
D)  promote the advantages of one product class over another.
E)  persuade the target market to select the firm's brand rather than that of a competitor.F) C) and D)
G) A) and B)

Question 13

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Accepted Answer

A)  inexpensive.
B)  humorous.
C)  expensive.
D)  effective.
E)  competitiveF) None of the above
G) B) and C)

Question 14

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)  cannot use humor, sound, and intimacy effectively.
D)  has high cost per contact.
E)  is difficult to convey complex messages.F) A) and D)
G) A) and C)

Question 15

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead-time needed to place an ad.
C)  the need for advertising to effectively compete against other magazine features.
D)  the unscheduled nature of their publication.
E)  the antagonism with environmentalists.F) A) and C)
G) B) and C)

Question 16

For marketers, the primary objective of coupons is to __________.

Accepted Answer

A)  increase foot traffic in supermarkets
B)  encourage repeat purchases
C)  stimulate trial
D)  retaliate against competitor's actions
E)  minimize brand-switchingF) None of the above
G) A) and B)

Question 17

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 or intimacy effectively.
E)  has not proven to be effective yet.F) C) and D)
G) B) and E)

Question 18

-What type of product advertisement is the Dove Promises Chocolate ad above?

Accepted Answer

A)  pioneering
B)  reminder
C)  reinforcement
D)  comparative
E)  competitiveF) A) and B)
G) A) and C)

Question 19

-__________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history.

Accepted Answer

A)  reinforcement
B)  online
C)  Super Bowl
D)  competitive
E)  cooperativeF) B) and E)
G) A) and B)

Question 20

-As shown in the McDonald's Sales Promotion Image above, McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?

Accepted Answer

A)  a lottery
B)  a contest
C)  a premium
D)  a sweepstakes
E)  a dealF) All of the above
G) A) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

One disadvantage of using magazines as an advertising medium is

Correct Answer
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Product advertisements focus on selling __________.

Correct Answer
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A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

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

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 a(n) __________.

Correct Answer
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The key objective of competitive advertising is to

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

Correct Answer
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-What type of product advertisement is the Dove Promises Chocolate ad above?

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

Correct Answer
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One advantage of using a billboard as an advertising medium is that

Correct Answer
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-__________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history.

Correct Answer
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A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Correct Answer
verified

Which of the following is an important guideline when using a fear appeal?

Correct Answer
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One of the advantages 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

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

Correct Answer
verified

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct Answer
verified

The most common form of outdoor advertising is __________.

Correct Answer
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For marketers, the primary objective of coupons is to __________.

Correct Answer
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Exam 15: Advertising, Sales Promotion, and Public Relations

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Product advertisements focus on selling __________.

Correct AnswerverifiedShow Answer

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

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

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 a(n) __________.

Correct AnswerverifiedShow Answer

The key objective of competitive advertising is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-What type of product advertisement is the Dove Promises Chocolate ad above?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using a billboard as an advertising medium is that

Correct AnswerverifiedShow Answer

-__________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history.

Correct AnswerverifiedShow Answer

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using a fear appeal?

Correct AnswerverifiedShow Answer

One of the advantages 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

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

Correct AnswerverifiedShow Answer

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is __________.

Correct AnswerverifiedShow Answer

For marketers, the primary objective of coupons is to __________.

Correct AnswerverifiedShow Answer

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