Question 1

The three primary types of product advertisement are pioneering, __________, and reminder.

Accepted Answer

A)  informational
B)  competitive
C)  industrial
D)  institutional
E)  subliminalF) A) and D)
G) A) and E)

Question 2

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  pioneering
E)  guiltF) A) and D)
G) A) and C)

Question 3

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

Question 4

Which sales promotion tool is the best match for the growth in consumer (or user) -generated content?

Accepted Answer

A)  samples
B)  sweepstakes
C)  coupons
D)  contests
E)  dealsF) A) and B)
G) A) and C)

Question 5

Consumer-oriented sales promotions refer to

Accepted Answer

A)  sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers.
B)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C)  methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D)  advertisements that show actual consumers using the product.
E)  sales promotions that supplement advertising and personal selling and are directed to wholesalers, retailers, or distributors.F) A) and E)
G) B) and E)

Question 6

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, "You can make money without __________."

Accepted Answer

A)  a MBA
B)  doing evil
C)  compromising ethics
D)  cheating the other guy
E)  working 24/7F) A) and B)
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)  there are no real costs except computers used for initial encoding.
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)  it can use animation to capture attention.F) A) and B)
G) B) and D)

Question 8

The first decision in developing an advertising program is to

Accepted Answer

A)  set the budget.
B)  specify the advertising objectives.
C)  identify the target audience.
D)  select the appeal.
E)  select the media.F) B) and C)
G) A) and B)

Question 9

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________.

Accepted Answer

A)  jury testing
B)  tracking tests
C)  exposure testing
D)  posttesting
E)  pretestingF) A) and B)
G) All of the above

Question 10

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy, most women do not.
B)  What women find sexy, men do not.
C)  Sex in advertising typically appeals to only younger audiences.
D)  An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)  Sex in advertising alienates a large segment of the general public.F) All of the above
G) A) and E)

Question 11

The purpose of a reminder advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a product is, what it can do, and where it can be found.
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) A) and C)
G) C) and E)

Question 12

A competitive (or persuasive)  ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) A) and E)
G) A) and B)

Question 13

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are 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 D)
G) C) and D)

Question 14

Choice of media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and __________.

Accepted Answer

A)  the capabilities of the advertising agency
B)  audience preferences
C)  the costs of alternative media
D)  media spending by competitors
E)  available air timeF) A) and B)
G) A) and C)

Question 15

Describe the three forms of product advertisements. What are their objectives?

Accepted Answer

Product advertisements take three forms:...

Question 16

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Accepted Answer

A)  pioneering institutional advertisement
B)  competitive institutional advertisement
C)  advocacy institutional advertisement
D)  reminder institutional advertisement
E)  subliminal institutional advertisementF) C) and D)
G) A) and D)

Question 17

During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a "BOGO" (Buy One, Get One)  promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion is Coca-Cola using?

Accepted Answer

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

Question 18

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions.
B)  watch while multitasking.
C)  watch later on a DVR.
D)  believe are commercial-free.
E)  have seen previously.F) B) and E)
G) C) and D)

Question 19

The purpose of reminder 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)  bring the company's name to the attention of the target market again.
E)  promote the advantages of one product class over another.F) A) and D)
G) A) and C)

Question 20

List two advantages and two disadvantages of using each of the following for advertising: television, radio, magazines, and newspapers.

Accepted Answer

Television - Advantages: (1) reaches ext...

Exam 15: Advertising, Sales Promotion, and Public Relations

Describe the three forms of product advertisements. What are their objectives?

Correct AnswerverifiedProduct advertisements take three forms:...View AnswerShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, "You can make money without __________."

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer (or user) -generated content?

Correct AnswerverifiedShow Answer

During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion is Coca-Cola using?

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using each of the following for advertising: television, radio, magazines, and newspapers.

Correct AnswerverifiedTelevision - Advantages: (1) reaches ext...View AnswerShow Answer

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________.

Correct AnswerverifiedShow Answer

The purpose of a reminder advertisement is to

Correct AnswerverifiedShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

Many companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are pioneering, __________, and reminder.

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

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions refer to

Correct AnswerverifiedShow Answer

Choice of media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and __________.

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are referred to as __________.

Correct AnswerverifiedShow Answer

The purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Product advertisements take three forms:...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Television - Advantages: (1) reaches ext...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified