Question 1

According to Figure 18-5 above,"C" is the definition for which type of advertising agency?

Accepted Answer

A)  a full-service agency
B)  a limited-service agency
C)  a multi-media agency
D)  an in-house agency
E)  a social media agencyF) B) and D)
G) A) and B)

Question 2

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.In this example,Taco Bell used a sales promotion technique called

Accepted Answer

A)  a self-liquidating premium.
B)  a special deal.
C)  a rebate.
D)  sampling.
E)  product placement.F) B) and E)
G) B) and D)

Question 3

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)  organizational allowance
B)  case allowance
C)  finance allowance
D)  manufacturer's inducement
E)  merchandise allowanceF) B) and C)
G) A) and E)

Question 4

Two of the largest portals for Internet advertising are _________ and __________.

Accepted Answer

A)  Google;AOL
B)  Google;Tubenet
C)  Google;MSN
D)  Google;Yahoo!
E)  Google;BingF) A) and B)
G) D) and E)

Question 5

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a __________.

Accepted Answer

A)  deal
B)  sweepstakes
C)  contest
D)  sponsor-generated content
E)  loyalty programF) B) and C)
G) D) and E)

Question 6

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their long life span.
B)  the excellent use of color graphics.
C)  ads can be clipped and saved.
D)  quick consumer response.
E)  limited distraction from other features.F) A) and C)
G) A) and D)

Question 7

One advantage of using newspapers as an advertising medium is their

Accepted Answer

A)  ability to cover national markets.
B)  excellent use of color graphics.
C)  quick consumer response.
D)  their relatively low cost.
E)  limited distraction from other features.F) A) and C)
G) A) and B)

Question 8

Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Accepted Answer

A)  AdWords;AdSense
B)  AdPage;AdSense
C)  AdLeaf;AdCall
D)  AdFolio;AdSummon
E)  AdRank;AdTagF) C) and D)
G) B) and E)

Question 9

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the ability to target specific audiences.
B)  the relatively short time it takes to place an ad.
C)  the extremely low cost.
D)  the opportunity to compete with other magazine features.
E)  the simplicity of the message.F) None of the above
G) A) and D)

Question 10

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 11

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Accepted Answer

A)  infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time.
B)  many advertisers are now choosing less expensive "spot" ads,which run between programs,or 15-second ads,rather than the traditional 30- or 60-second lengths.
C)  industry experts predict that more than 1 million 3D televisions will be sold by 2015.
D)  viewers are increasingly timeshifting their viewing habits with DVRs,DVDs,and subscription services such as Netlix.
E)  there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses.F) B) and C)
G) A) and D)

Question 12

Continuous scheduling would most likely be used for advertising __________.

Accepted Answer

A)  fishing rods
B)  bathing suits
C)  gardening supplies
D)  bathroom cleaning supplies
E)  children's toysF) B) and D)
G) All of the above

Question 13

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A)  500,000 readers.
B)  1 million readers.
C)  1.5 million readers.
D)  5 million readers.
E)  10 million readers.F) C) and D)
G) A) and E)

Question 14

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

Question 15

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)  GRP
B)  CPA
C)  TMP
D)  CPM
E)  MF) B) and E)
G) A) and D)

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) A) and B)
G) A) and E)

Question 17

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdWords
D)  AdRank
E)  AdSenseF) A) and E)
G) C) and D)

Question 18

There are three key factors when selecting the media for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes;and (3) __________.

Accepted Answer

A)  cost.
B)  the perceived risk.
C)  the reputation of the prospective media firm.
D)  the length of time required to get the message across.
E)  the sustainability of the message.F) D) and E)
G) C) and D)

Question 19

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)  can target specific audiences.
B)  has a long exposure time.
C)  has a perishable message.
D)  has an unlimited amount of advertising time available.
E)  is relatively simple to convey complex messages.F) None of the above
G) A) and B)

Question 20

The key objective of a pioneering ad is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  show one brand's strengths relative to those of competitors.
C)  inform the target market.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) C) and D)
G) B) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos.In this example,Taco Bell used a sales promotion technique called

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

Two of the largest portals for Internet advertising are _________ and __________.

Correct AnswerverifiedShow Answer

Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct AnswerverifiedShow Answer

There are three key factors when selecting the media for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes;and (3) __________.

Correct AnswerverifiedShow Answer

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Correct AnswerverifiedShow Answer

According to Figure 18-5 above,"C" is the definition for which type of advertising agency?

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

Google's mission is to

Correct AnswerverifiedShow Answer

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

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

The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a __________.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

One of the advantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

The Wall Street Journal and USA Today each have a national distribution of more than

Correct AnswerverifiedShow Answer

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The conflicting goals are maximizing exp...
View Answer

Two of the largest portals for Internet advertising are _ and __.

Correct Answer
verified

Google developed two business practice tools and to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

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

Correct Answer
verified

Correct Answer
verified