FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 18: Advertising, Sales Promotion, and Public Relations

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 111

Multiple Choice

Review LaterAdd Note

Review Later

All of the following statements are true about the changing aspects of traditional television viewing EXCEPT:

A) industry experts predict that holographic televisions,where viewers can insert themselves into reality TV game shows,will be sold by 2020.
B) American viewers watch television programming on multiple devices that includes traditional TVs,computers,tablets,and smartphones.
C) the future will bring 4K TVs that are four times as sharp as today's 3D HDTVs.
D) viewers are increasingly timeshifting their viewing habits with DVRs,DVDs,and subscription services such as Netlix.
E) the amount of time allocated to television viewing is increasing,now exceeding 40 hours each week.

F) A) and E)
G) D) and E)

Correct Answer

verified

Show Answer

Question 112

Multiple Choice

Review LaterAdd Note

Review Later

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states,"There's always more __________ out there."

A) information
B) competition
C) opportunity
D) money to be made
E) customers to serve

F) All of the above
G) B) and C)

Correct Answer

verified

Show Answer

Question 113

Multiple Choice

Review LaterAdd Note

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

Some studies estimate that __________ of a consumer's buying decisions are made in the store.

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 will 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?

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

One disadvantage of using the Internet as an advertising medium is

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

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition of USA Today (newspaper) is $207,720 and its U.S.audience size is 1,711,696.The cost of a full page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000.The cost of a full page color ad in the U.S.national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the five media alternatives has the HIGHEST CPM?

The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy,and (4) read at least half of the ad.

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000,what would your CPM be?

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

All of the following are publicity tools EXCEPT:

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

Digital billboards allow advertisers to quickly present __________ ads,which are based on current events,weather,business conditions,etc.

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information __________."

List and describe the three types of pretests that can be conducted before advertising is placed in the media.