Question 1

Starch Test Image
-Starch test shown above is an example of a(n)

Accepted Answer

A)   sales test
B)   unaided recall test
C)   aided recall test
D)   inquiry test
E)   concept testF) B) and D)
G) A) and B)

Question 2

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) None of the above
G) D) and E)

Question 3

owners of a small toy store with a limited advertising budget were very concerned about spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible.The owners of the toy store were concerned with

Accepted Answer

A)   reach.
B)   frequency.
C)   gross rating points.
D)   cost per thousand.
E)   ratings.F) B) and C)
G) B) and E)

Question 4

1&1 Ad
-Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Accepted Answer

A)   gender
B)   education
C)   income
D)   ethnicity
E)   occupationF) All of the above
G) A) and B)

Question 5

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M's,regretted not permitting its product to be used in the film.This is an example of _________.

Accepted Answer

A)   product continuity
B)   subsidized advertising
C)   subliminal direction
D)   reverse product placement
E)   product placementF) A) and B)
G) B) and E)

Question 6

There are a variety of online advertising options.The most popular are:

Accepted Answer

A)   free search, classifieds, interactives, and interstitials.
B)   free search, banner ads, spamming, and video.
C)   wikis, RSS feeds, interstitials, and cookies.
D)   paid search, banner ads, classified ads, and video.
E)   pop-ups, paid search, streaming video, and spamming.F) A) and B)
G) A) and E)

Question 7

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Accepted Answer

A)   the number of TV viewers for the Super Bowl is growing.
B)   the ads are much more elaborate.
C)   the NFL knows advertisers will pay more.
D)   the ad agencies have dramatically increased their fees.
E)   the companies that create Super Bowl ads do not have to run any other ads all year long.F) D) and E)
G) B) and C)

Question 8

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Accepted Answer

A)   trade-oriented sales promotions
B)   manufacturers' promotions
C)   channel promotions
D)   consumer-oriented sales promotions
E)   public service promotionsF) None of the above
G) A) and B)

Question 9

Frequency refers to

Accepted Answer

A)   the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
B)   the total number of times an advertisement is aired on television or radio.
C)   the average number of times a firm airs an advertisement.
D)   the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)   the average number of times a person in the target audience is exposed to an advertisement.F) B) and E)
G) C) and E)

Question 10

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

Question 11

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)   products that are classified as shopping goods
B)   new products
C)   commodity products like salt, sugar, and baking soda
D)   products that are perishable
E)   products that are classified as specialty goodsF) A) and E)
G) A) and D)

Question 12

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

Accepted Answer

A)   continuous schedule.
B)   flighting schedule.
C)   pulse schedule.
D)   relentless schedule.
E)   unceasing schedule.F) A) and E)
G) A) and B)

Question 13

consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

Accepted Answer

A)   co-branding
B)   subliminal tie-in
C)   product placement
D)   partnership promotion
E)   product parallelismF) B) and C)
G) A) and C)

Question 14

Got Milk? Ad
-Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _____________.

Accepted Answer

A)   reminder institutional ad
B)   pioneering institutional ad
C)   product institutional ad
D)   competitive institutional ad
E)   advocacy adF) D) and E)
G) None of the above

Question 15

Which of the following is a trend that influences newspapers today?

Accepted Answer

A)   Newspapers are enjoying increasing circulation.
B)   Newspapers are increasing the number of printed pages.
C)   There is a growth in new types of news organizations.
D)   More cities are increasing the number of newspapers that are available.
E)   Cheaper newsstand prices have rekindled an interest in newspapers.F) A) and B)
G) D) and E)

Question 16

Which of the following statements about inquiry tests is MOST accurate?

Accepted Answer

A)   With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)   With inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
C)   Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)   In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)   In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) B) and D)
G) A) and B)

Question 17

is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 18

percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Accepted Answer

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

Question 19

purpose of an advocacy advertisement 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)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) A) and E)
G) None of the above

Question 20

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts, (2) __________,and (3) training of distributor's salesforce.

Accepted Answer

A)   reminder advertising
B)   cooperative advertising
C)   pioneering advertising
D)   competitive advertising
E)   comparative advertisingF) A) and E)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

There are a variety of online advertising options.The most popular are:

Correct Answer
verified

Correct Answer
verified

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 Answer
verified

is the difference between a coupon and a deal?

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M's,regretted not permitting its product to be used in the film.This is an example of _________.

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements about inquiry tests is MOST accurate?

Correct Answer
verified

Starch Test Image -Starch test shown above is an example of a(n)

Correct Answer
verified

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts, (2) __________,and (3) training of distributor's salesforce.

Correct Answer
verified

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

Correct Answer
verified

Got Milk? Ad -Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _____________.

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct Answer
verified

1&1 Ad -Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Correct Answer
verified

percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Correct Answer
verified

purpose of an advocacy advertisement is to

Correct Answer
verified

Which of the following is a trend that influences newspapers today?

Correct Answer
verified

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Correct Answer
verified

Frequency refers to

Correct Answer
verified

consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

There are a variety of online advertising options.The most popular are:

Correct AnswerverifiedShow Answer

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

is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M's,regretted not permitting its product to be used in the film.This is an example of _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about inquiry tests is MOST accurate?

Correct AnswerverifiedShow Answer

Starch Test Image -Starch test shown above is an example of a(n)

Correct AnswerverifiedShow Answer

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts, (2) __________,and (3) training of distributor's salesforce.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Got Milk? Ad -Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _____________.

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct AnswerverifiedShow Answer

1&1 Ad -Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Correct AnswerverifiedShow Answer

percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Correct AnswerverifiedShow Answer

purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

Which of the following is a trend that influences newspapers today?

Correct AnswerverifiedShow Answer

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Correct AnswerverifiedShow Answer

Frequency refers to

Correct AnswerverifiedShow Answer

consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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verified

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