Question 1

The 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) C) and E)
G) A) and B)

Question 2

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

Accepted Answer

A)  do not always lead to changes in consumers' recall,recognition,or purchase intent.
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) B) and E)
G) B) and D)

Question 3

With respect to Figure 18-2 above,__________ spending accounts for 11% of all advertising expenditures?

Accepted Answer

A)  Internet
B)  television
C)  direct mail
D)  newspapers
E)  magazinesF) B) and D)
G) A) and B)

Question 4

Advertisers are excited about online TV because

Accepted Answer

A)  ads look better on high definition (H
D)  computer screens.
B)  it will offer target audiences who are engaged.
C)  there will be more advertising space available.
D)  it uses old technology so investment is minimal.
E)  measuring TV viewership will be easier.F) B) and C)
G) A) and D)

Question 5

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  cooperative advertisement
E)  charitable advertisementF) B) and C)
G) A) and E)

Question 6

A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using __________ to promote its products.

Accepted Answer

A)  strategic channel partnership
B)  cooperative advertising
C)  retail publicity
D)  reseller consumer promotion
E)  manufacturer incentive advertisingF) D) and E)
G) B) and C)

Question 7

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

A)  reach.
B)  frequency.
C)  costs.
D)  ratings.
E)  cost per share point.F) B) and D)
G) A) and B)

Question 8

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

Accepted Answer

A)  may lose their effectiveness in varying degrees across cultures if used in a global campaign.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  usually have great longevity,maintaining interest of the target audience for the duration of the campaign.
E)  don't appeal to the Generation Y cohort.F) A) and B)
G) D) and E)

Question 9

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

Accepted Answer

A)  has a long exposure time.
B)  listeners are tuning in to this medium less.
C)  cannot target specific audiences.
D)  cannot use humor,sound,and intimacy effectively.
E)  has an unlimited amount of advertising time available.F) A) and E)
G) B) and D)

Question 10

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reinforcementF) A) and B)
G) A) and C)

Question 11

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with __________.

Accepted Answer

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

Question 12

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition.
B)  the print pages are quicker and easier to use than the Internet.
C)  they are more mobile than other information sources.
D)  they have excellent coverage of geographic segments.
E)  there are no delivery costs.F) D) and E)
G) All of the above

Question 13

Google's first search engine was called "__________."

Accepted Answer

A)  Pack Rat
B)  Back Rub
C)  Rub Down
D)  Black Eye
E)  GoogolplexF) A) and E)
G) C) and D)

Question 14

According to the UMD 18: CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Accepted Answer

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

Question 15

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)  their inability to cover local markets.
B)  readers damage the newspaper when clipping its ads.
C)  their short life span.
D)  the high cost of ads.
E)  their quick consumer response.F) A) and B)
G) A) and E)

Question 16

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A)  inquiry testing
B)  concept testing
C)  portfolio testing
D)  aided recall
E)  unaided recallF) A) and B)
G) None of the above

Question 17

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract less consumer attention for the advertiser's brand.
C)  Comparative advertisements need market research to provide legal support for their claims.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can,and often do,cause more harm than good.F) C) and E)
G) C) and D)

Question 18

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  there are no real costs except computers used for initial encoding.
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)  it can use animation to capture attention.F) C) and D)
G) C) and E)

Question 19

The three primary types of product advertisements are __________,competitive,and reminder.

Accepted Answer

A)  goodwill
B)  industrial
C)  persuasive
D)  pioneering
E)  subliminalF) C) and E)
G) None of the above

Question 20

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

Accepted Answer

A)  differentiation
B)  philanthropic
C)  pioneering
D)  competitive
E)  informationalF) A) and B)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

Advertisers are excited about online TV because

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

With respect to Figure 18-2 above,__________ spending accounts for 11% of all advertising expenditures?

Correct Answer
verified

Google's first search engine was called "__________."

Correct Answer
verified

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Correct Answer
verified

According to the UMD 18: CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Correct Answer
verified

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Correct Answer
verified

Which of the following statements about comparative advertising is true?

Correct Answer
verified

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

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is

Correct Answer
verified

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

The three primary types of product advertisements are __________,competitive,and reminder.

Correct Answer
verified

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with __________.

Correct Answer
verified

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

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Advertisers are excited about online TV because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

With respect to Figure 18-2 above,__________ spending accounts for 11% of all advertising expenditures?

Correct AnswerverifiedShow Answer

Google's first search engine was called "__________."

Correct AnswerverifiedShow Answer

During a recent winter immunization campaign,The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus.This is an example of a __________,where the media donated free space and air time.

Correct AnswerverifiedShow Answer

According to the UMD 18: CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Correct AnswerverifiedShow Answer

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

A researcher asked Kelly,as a subscriber to Fitness magazine,which ads she remembered seeing in the most recent issue.Then Kelly was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are __________,competitive,and reminder.

Correct AnswerverifiedShow Answer

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.This means that advertisers are concerned with __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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