Question 1

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation ...

Question 2

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums
E)  discounts.F) A) and C)
G) None of the above

Question 3

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  it is similar to print advertising since it offers a visual message.
B)  there is no need to segment markets.
C)  messages are automatically translated into multiple languages.
D)  there are no real costs except computers used for initial encoding.
E)  it is relatively simple to run national online campaign across multiple sites.F) C) and E)
G) B) and C)

Question 4

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

Question 5

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the cost of placing a magazine ad is extremely low.
B)  it takes a relatively short time to place the ad.
C)  the ease of translating consumer interests into a successful publication.
D)  there is little need or benefit to incorporate four-color graphics.
E)  the ads can be clipped and saved.F) A) and E)
G) None of the above

Question 6

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

Accepted Answer

A)  available budget.
B)  campaign objectives.
C)  the costs of alternative media.
D)  the message content.
E)  the type of product.F) A) and B)
G) A) and C)

Question 7

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

Accepted Answer

A)  Americans now view over 40 hours of TV each week on multiple devices.
B)  many households now view programming on alternative options such as Netflix,Hulu,and other Internet or streamed video services.
C)  the future will bring 4K TVs that are four times as sharp as today's 3D HDTVs.
D)  DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints.
E)  there are also many opportunities for out-of-home TV viewing as televisions can be seen in many bars,hotels,offices,airports,and on college campuses.F) D) and E)
G) A) and B)

Question 8

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A)  reach
B)  rating
C)  GRPs
D)  CPM
E)  frequencyF) A) and E)
G) A) and B)

Question 9

Briefly describe how television and advertising on it has evolved over the years.

Accepted Answer

Television started with broadcast TV.The...

Question 10

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A)  don't work in a global campaign.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly,boring the consumer.
E)  don't appeal to the Generation Y cohort.F) A) and C)
G) A) and E)

Question 11

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Accepted Answer

A)  objective;measurability
B)  measurable;effectiveness
C)  unbiased;impartiality
D)  detached;measurability
E)  independent;traceabilityF) B) and D)
G) C) and E)

Question 12

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 13

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Accepted Answer

A)  promotional strategies.
B)  cooperative advertising.
C)  public promotions.
D)  market-oriented promotions.
E)  publicity tools.F) C) and D)
G) A) and E)

Question 14

According to the UMD 18: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Accepted Answer

A)  $35.
B)  $121.
C)  $132.
D)  $165.
E)  $209.F) C) and D)
G) B) and D)

Question 15

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

Question 16

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Accepted Answer

A)  the capabilities of the advertising agency
B)  audience preferences
C)  the costs of alternative media
D)  media spending by competitors
E)  available air timeF) C) and D)
G) B) and D)

Question 17

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of agency is referred to as a(n) __________.

Accepted Answer

A)  full-service agency
B)  in-house agency
C)  modified-service agency
D)  promotional firm
E)  limited-service agencyF) A) and E)
G) B) and C)

Question 18

Sales promotion expenditures account for of all promotional spending.

Accepted Answer

A)  5 percent
B)  12 percent
C)  19 percent
D)  24 percent
E)  33 percentF) C) and E)
G) A) and B)

Question 19

What type of product advertisement is the Dove Promises Chocolate ad above?

Accepted Answer

A)  pioneering
B)  reminder
C)  reinforcement
D)  comparative
E)  competitiveF) A) and B)
G) A) and C)

Question 20

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

Accepted Answer

A)  deal
B)  rebate
C)  coupon
D)  sample
E)  premiumF) C) and D)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Correct Answer
verified

According to the UMD 18: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Sales promotion expenditures account for of all promotional spending.

Correct Answer
verified

One advantage of using magazines as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

What type of product advertisement is the Dove Promises Chocolate ad above?

Correct Answer
verified

Correct Answer
verified

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

Briefly describe how television and advertising on it has evolved over the years.

Correct Answer
verified
Television started with broadcast TV.The...
View Answer

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is ,which allows it to immediately assess its .

Correct Answer
verified

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Correct Answer
verified
Publicity is a nonpersonal presentation ...
View Answer

What is cooperative advertising?

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

Correct Answer
verified

While many commercials that use humorous appeals gain the attention of the audience,they

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

The decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Correct AnswerverifiedShow Answer

According to the UMD 18: CPM Marketing Dashboard above,the CPM for Bloomberg Businessweek would be approximately

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales promotion expenditures account for of all promotional spending.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What type of product advertisement is the Dove Promises Chocolate ad above?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

Methods for obtaining nonpersonal presentation of an organization,product,or service without direct cost,such as news releases,news conferences,and public service announcements,are referred to as

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Briefly describe how television and advertising on it has evolved over the years.

Correct AnswerverifiedTelevision started with broadcast TV.The...View AnswerShow Answer

Recently,McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal.These collectibles are an example of a __________.

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is __________,which allows it to immediately assess its __________.

Correct AnswerverifiedShow Answer

What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Correct AnswerverifiedPublicity is a nonpersonal presentation ...View AnswerShow Answer

What is cooperative advertising?

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

All of the following are factors used to select a particular medium for an advertisement EXCEPT:

Correct AnswerverifiedShow Answer

While many commercials that use humorous appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Television started with broadcast TV.The...
View Answer

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is ,which allows it to immediately assess its .

Correct Answer
verified

Correct Answer
verified
Publicity is a nonpersonal presentation ...
View Answer

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

Correct Answer
verified

Correct Answer
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