Question 1

Briefly describe how television and advertising on it has evolved over the years.

Accepted Answer

Television started with broadcast TV. Th...

Question 2

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

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

Question 3

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

Accepted Answer

A)  rhetorical appeal
B)  baby boomer appeal
C)  humorous appeal
D)  fear appeal
E)  security appealF) B) and E)
G) B) and C)

Question 4

Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Accepted Answer

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

Question 5

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

Accepted Answer

A)  transportation messages.
B)  public service announcements.
C)  transit advertising.
D)  public advertising.
E)  vehicle advertising.F) B) and D)
G) B) and E)

Question 6

Pulse scheduling would most likely be used for advertising __________.

Accepted Answer

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

Question 7

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Accepted Answer

A)  continuous schedule.
B)  flighting schedule.
C)  pulse schedule.
D)  phased schedule.
E)  unceasing scheduleF) B) and E)
G) C) and E)

Question 8

-The Starch test uses a(n)  __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

Accepted Answer

A)  attitude test
B)  prompted response test
C)  inquiry test
D)  concept test
E)  aided recall testF) A) and B)
G) A) and C)

Question 9

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) A) and B)
G) All of the above

Question 10

During the Pillsbury Bake Off, 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 also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, FL to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful promotional __________.

Accepted Answer

A)  challenge
B)  contest
C)  sweepstakes
D)  competition
E)  public relations campaignF) C) and E)
G) A) and B)

Question 11

While many commercials that use humorous appeals gain the attention of the audience, they

Accepted Answer

A)  are most effective because they work so well for global campaigns.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly, boring the consumer.
E)  don't appeal to the Generation Y cohort.F) D) and E)
G) A) and B)

Question 12

A comparative 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 B)
G) B) and E)

Question 13

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Accepted Answer

A)  competitive
B)  institutional
C)  differentiation
D)  pioneering
E)  reminderF) A) and B)
G) D) and E)

Question 14

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A)  product
B)  public service
C)  institutional
D)  reminder
E)  repositioningF) D) and E)
G) B) and C)

Question 15

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Accepted Answer

A)  advertising; public relations
B)  advertising; personal selling
C)  personal selling; public relations
D)  personal selling; direct marketing
E)  advertising; direct marketingF) C) and E)
G) A) and B)

Question 16

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Accepted Answer

A)  a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products.
B)  manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)  intermediaries perform customer contact and selling functions for producers they represent.
D)  both retailers and wholesalers employ and manage their own sales personnel.
E)  resellers' salesforces are often more sophisticated and knowledgeable about a manufacturer's products than its own personnel.F) A) and B)
G) A) and C)

Question 17

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

Accepted Answer

A)  marketing channels
B)  brand extensions
C)  services
D)  ideas
E)  fad productsF) C) and D)
G) B) and D)

Question 18

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A)  emotional aspects
B)  price points
C)  psychological aspects
D)  financial risks
E)  key benefitsF) B) and C)
G) A) and D)

Question 19

Life insurance companies like Prudential hope to get you to worry about how your loved ones will be provide for themselves once you have passed away. 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 a __________.

Accepted Answer

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

Question 20

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

Accepted Answer

A)  objective; measurability
B)  measurable; effectiveness
C)  unbiased; impartiality
D)  detached; measurability
E)  independent; traceabilityF) None of the above
G) D) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct Answer
verified

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

Correct Answer
verified

-The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

Correct Answer
verified

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct Answer
verified

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is , which allows it to immediately assess its .

Correct Answer
verified

Correct Answer
verified

A comparative ad

Correct Answer
verified

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct Answer
verified

Briefly describe how television and advertising on it has evolved over the years.

Correct Answer
verified
Television started with broadcast TV. Th...
View Answer

Pulse scheduling would most likely be used for advertising __________.

Correct Answer
verified

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's and .

Correct Answer
verified

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct Answer
verified

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Correct Answer
verified

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

Correct Answer
verified

While many commercials that use humorous appeals gain the attention of the audience, they

Correct Answer
verified

Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct Answer
verified

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Correct Answer
verified

News conferences would most likely be used during which stage of a product's life cycle?

Correct Answer
verified

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct AnswerverifiedShow Answer

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

Correct AnswerverifiedShow Answer

-The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

Correct AnswerverifiedShow Answer

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A comparative ad

Correct AnswerverifiedShow Answer

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct AnswerverifiedShow Answer

Briefly describe how television and advertising on it has evolved over the years.

Correct AnswerverifiedTelevision started with broadcast TV. Th...View AnswerShow Answer

Pulse scheduling would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Correct AnswerverifiedShow Answer

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct AnswerverifiedShow Answer

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Correct AnswerverifiedShow Answer

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

Correct AnswerverifiedShow Answer

While many commercials that use humorous appeals gain the attention of the audience, they

Correct AnswerverifiedShow Answer

Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

Correct AnswerverifiedShow Answer

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Correct AnswerverifiedShow Answer

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is , which allows it to immediately assess its .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Television started with broadcast TV. Th...
View Answer

Correct Answer
verified

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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