Question 1

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

A)  snowboards
B)  automobiles
C)  bottled water
D)  toothpaste
E)  bathroom cleanerF) A) and E)
G) A) and D)

Question 2

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Accepted Answer

A)  lobbying
B)  events management
C)  disclosure statement
D)  news release
E)  public service announcementF) B) and E)
G) A) and B)

Question 3

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

Accepted Answer

A)  informational
B)  industrial
C)  reminder
D)  persuasive
E)  subliminalF) B) and E)
G) A) and B)

Question 4

The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n)  __________ advertisement.

Accepted Answer

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

Question 5

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)  of various products by offering them a discounted price.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  premiums
E)  couponsF) All of the above
G) C) and E)

Question 6

In television or radio advertising, a rating refers to

Accepted Answer

A)  the number of different people or households exposed to an advertisement and they buy the offering that was advertised.
B)  the average number of times a person in the target audience is exposed to a message or advertisement.
C)  the percentage of households in a market that are tuned to a particular television or radio station.
D)  a commonly used reference number an advertiser calculates (reach multiplied by frequency)  to determine whether it has achieved its advertising objectives.
E)  the percentage points of market share a firm garners for its advertisements relative to its competitors.F) A) and B)
G) D) and E)

Question 7

-The Starch test determines the percentage who: (1)  remember seeing a specific magazine ad, (2)  __________, (3)  read any part of the ad, and (4)  read at least half of the ad.

Accepted Answer

A)  felt the ad was vague or ambiguous
B)  saw or read any part of the ad identifying the product or brand
C)  felt elements of the ad were inappropriate
D)  could summarize the key ad points in their own words
E)  remembered having seen the ad before and had already tried the productF) A) and B)
G) A) and C)

Question 8

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n)  __________.

Accepted Answer

A)  full-service agency
B)  in-house agency
C)  modified-service agency
D)  limited-service agency
E)  sales promotion firmF) D) and E)
G) A) and D)

Question 9

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

Accepted Answer

A)  sustainable
B)  philanthropic
C)  reminder
D)  persuasive
E)  informationalF) A) and C)
G) A) and E)

Question 10

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  harvesting
E)  growthF) A) and D)
G) All of the above

Question 11

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a __________.

Accepted Answer

A)  sample
B)  deal
C)  rebate
D)  premium
E)  couponF) None of the above
G) A) and B)

Question 12

-According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A)  $35.
B)  $121.
C)  $132.
D)  $165.
E)  $209.F) B) and E)
G) None of the above

Question 13

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of __________.

Accepted Answer

A)  a product placement
B)  product continuity
C)  a deal
D)  subliminal advertising
E)  a reverse product placementF) C) and E)
G) A) and B)

Question 14

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  persuasive
C)  comparative
D)  informative
E)  reminderF) A) and B)
G) None of the above

Question 15

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 16

Google's mission is to

Accepted Answer

A)  receive 20 billion inquiries each day.
B)  be the first company to generate $100 billion in revenues every year.
C)  be the most socially responsible company on earth.
D)  obtain corporate sustainability by the year 2015.
E)  organize the world's information and make it universally accessible and useful.F) D) and E)
G) B) and D)

Question 17

-According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately

Accepted Answer

A)  $35.
B)  $120.
C)  $132.
D)  $165.
E)  $209.F) A) and B)
G) All of the above

Question 18

Two of the largest portals for Internet advertising are _________ and __________; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.

Accepted Answer

A)  Google; AOL
B)  Google; Pinterest
C)  Google; MSN
D)  Google; Yahoo!
E)  Google; BingF) C) and D)
G) All of the above

Question 19

For Super Bowl XLVII (2013) , there were about __________ viewers.

Accepted Answer

A)  1.2 million
B)  3.8 million
C)  68 million
D)  111 million
E)  3.8 billionF) B) and E)
G) C) and E)

Question 20

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.

Accepted Answer

A)  remote media
B)  social network advertising
C)  place-based media
D)  advocacy advertising
E)  cooperative advertisingF) C) and E)
G) C) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

In television or radio advertising, a rating refers to

Correct AnswerverifiedShow Answer

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

-According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately

Correct AnswerverifiedShow Answer

The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n) __________ advertisement.

Correct AnswerverifiedShow Answer

Google's mission is to

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.

Correct AnswerverifiedShow Answer

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Two of the largest portals for Internet advertising are _________ and __________; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.

Correct AnswerverifiedShow Answer

-The Starch test determines the percentage who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad, and (4) read at least half of the ad.

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

-According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately

Correct AnswerverifiedShow Answer

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of __________.

Correct AnswerverifiedShow Answer

For Super Bowl XLVII (2013) , there were about __________ viewers.

Correct AnswerverifiedShow Answer

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Cooperative advertising is a sales promo...
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Two of the largest portals for Internet advertising are _ and __; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.

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