Question 1

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n) __________.

Accepted Answer

A)  continuous schedule
B)  phased schedule
C)  pulse schedule
D)  turnover schedule
E)  intermittent scheduleF) B) and D)
G) B) and E)

Question 2

Because of consumer "banner ad blindness," the current click-through rate is __________.

Accepted Answer

A)  0.01%
B)  0.1%
C)  1%
D)  5%
E)  10%F) A) and B)
G) D) and E)

Question 3

Experts estimate that consumers conduct approximately __________ searches each month.

Accepted Answer

A)  20 billion
B)  25 billion
C)  43 billion
D)  68 billion
E)  92 billionF) A) and E)
G) A) and D)

Question 4

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.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 E)
G) B) and D)

Question 5

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) B) and D)
G) B) and C)

Question 6

Information and persuasive content can be combined to form

Accepted Answer

A)  sex,fear,and humor appeals.
B)  guilt,financial risk,and self-esteem appeals.
C)  sex,fear,and self-worth appeals.
D)  demographic,psychographic,and lifestyle appeals.
E)  gender,ethnicity,and reference group appeals.F) A) and B)
G) A) and E)

Question 7

For marketers,the primary objective of coupons is to __________.

Accepted Answer

A)  increase foot traffic in supermarkets
B)  encourage repeat purchases
C)  stimulate demand or encourage trial
D)  retaliate against competitor's actions
E)  minimize brand-switchingF) A) and E)
G) All of the above

Question 8

A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Accepted Answer

A)  infomercial
B)  news release
C)  news conference
D)  news flash
E)  news huddleF) D) and E)
G) None of the above

Question 9

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

A)  pretests
B)  double blind tests
C)  efficacy trials
D)  aided recall tests
E)  sales testsF) B) and E)
G) A) and B)

Question 10

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

Question 11

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)  premium
B)  sweepstakes
C)  contest
D)  deal
E)  end-run sampleF) None of the above
G) C) and D)

Question 12

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)  the amount of time between repeat purchases for a given product.
B)  how often new buyers enter the market to buy a product.
C)  the amount of time for a buyer to enter and exit a product's life cycle.
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)  the ratio of repeat purchases to the number of buyers for an offering.F) B) and D)
G) None of the above

Question 13

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)  What men find sexy,most women do not.
B)  What women find sexy,men do not.
C)  Sex in advertising typically appeals to only younger audiences.
D)  An ad using sex appeal does not always lead to changes in recall,recognition,or purchase intent.
E)  Sex in advertising alienates a large segment of progressives.F) None of the above
G) All of the above

Question 14

The 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 B)
G) None of the above

Question 15

A limited-service agency refers to

Accepted Answer

A)  an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,it has input into actual product design.
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C)  an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.
D)  firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E)  one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money.F) A) and C)
G) B) and C)

Question 16

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)  takes a relatively short time to read.
B)  incorporates four-color graphics too frequently.
C)  usually has little competition with other media features.
D)  is quickly replacing television advertising.
E)  is perceived to be more trustworthy,inspirational,and engaging than other media.F) All of the above
G) B) and C)

Question 17

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

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

Question 18

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Accepted Answer

A)  publicity
B)  sales promotion
C)  advertising
D)  personal selling
E)  direct marketingF) C) and D)
G) A) and E)

Question 19

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

Accepted Answer

A)  humor
B)  fear
C)  sex
D)  nostalgic
E)  guiltF) C) and E)
G) C) and D)

Question 20

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

Accepted Answer

A)  a full-service agency
B)  a limited-service agency
C)  an in-house agency
D)  a multi-media agency
E)  a social media agencyF) None of the above
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

For marketers,the primary objective of coupons is to __________.

Correct Answer
verified

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct Answer
verified

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Correct Answer
verified

Because of consumer "banner ad blindness," the current click-through rate is __________.

Correct Answer
verified

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

Correct Answer
verified

In terms of scheduling advertising,buyer turnover refers to

Correct Answer
verified

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct Answer
verified

The purpose of an advocacy advertisement is to

Correct Answer
verified

Experts estimate that consumers conduct approximately __________ searches each month.

Correct Answer
verified

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

Correct Answer
verified

Information and persuasive content can be combined to form

Correct Answer
verified

Correct Answer
verified

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

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

A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Correct Answer
verified

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Correct Answer
verified

Correct Answer
verified

Recent studies comparing advertising in different media suggest that magazine advertising

Correct Answer
verified

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n) __________.

Correct Answer
verified

A limited-service agency refers to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

For marketers,the primary objective of coupons is to __________.

Correct AnswerverifiedShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Correct AnswerverifiedShow Answer

Because of consumer "banner ad blindness," the current click-through rate is __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,buyer turnover refers to

Correct AnswerverifiedShow Answer

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine,which is targeted toward professional clothiers and seamstresses.The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct AnswerverifiedShow Answer

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

Experts estimate that consumers conduct approximately __________ searches each month.

Correct AnswerverifiedShow Answer

When the office of National Drug Control Policy ran an ad with the headline,"Marijuana Harmless? Didn't see the merging truck.",it was using which type of ad appeal?

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

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

A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Correct AnswerverifiedShow Answer

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

A limited-service agency refers to

Correct AnswerverifiedShow Answer

Correct Answer
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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
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Correct Answer
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Correct Answer
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Correct Answer
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