Question 1

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their ability to cover local markets.
B)  the long lead time for placing an ad.
C)  the long life span.
D)  the relatively high cost.
E)  competition for reader attention with other features in the newspaper.F) C) and D)
G) A) and B)

Question 2

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

Accepted Answer

A)  sustainable
B)  persuasive
C)  philanthropic
D)  informational
E)  advocacyF) A) and C)
G) C) and E)

Question 3

In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)  pretest
B)  range test
C)  group test
D)  portfolio test
E)  assortment testF) D) and E)
G) B) and E)

Question 4

The purpose of a reminder advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a product is,what it can do,and where it can be found.
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) C) and D)

Question 5

A comparative ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is,what it can do,and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) D) and E)
G) A) and E)

Question 6

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead-time needed to place an ad.
C)  the lack of noise associated with the use of magazines in the communication channel.
D)  the infrequent nature of their publication.
E)  the antagonism with environmentalists.F) D) and E)
G) C) and D)

Question 7

With respect to advertising,CPM is defined as

Accepted Answer

A)  the cost of one medium relative to the costs of other media (e.g.direct mail versus television,radio,or outdoor) ,each of which are divided by the multiple of their respective reach and frequency.
B)  the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C)  the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D)  the cost per minute of television or radio airtime.
E)  the number of consumers exposed to an advertising message,in thousands.F) None of the above
G) A) and B)

Question 8

The most common form of outdoor advertising is/are __________.

Accepted Answer

A)  transit
B)  point-of-purchase displays
C)  billboards
D)  kiosks
E)  in-store signageF) A) and B)
G) A) and D)

Question 9

Describe the three forms of product advertisements.What are their objectives?

Accepted Answer

Product advertisements take three forms:...

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

Question 11

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium,it has attracted limited use.
B)  online ads don't often result in a "click," an action that leads to seeking more information about or purchasing of a product.
C)  pay-per-click search ads on Google are expensive and ineffective.
D)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E)  it often creates more traffic than a firm can actually handle.F) None of the above
G) A) and E)

Question 12

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of __________.

Accepted Answer

A)  mobile advertising
B)  place-based billboards
C)  mobile signage
D)  transit advertising
E)  transportation advertisingF) B) and E)
G) A) and C)

Question 13

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

Question 14

One advantage of using billboards as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it is relatively low-cost.
C)  it has universal appeal.
D)  it is particularly suited to national campaigns.
E)  it is especially suited for pioneering product advertisements.F) A) and B)
G) A) and C)

Question 15

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

Question 16

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

Accepted Answer

A)  click hamming
B)  click spam
C)  click botting
D)  webtipping
E)  webcrawlingF) A) and B)
G) B) and C)

Question 17

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A)  a trading stamp program that allows buyers to earn free food after making ten purchases
B)  a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)  a coupon for a free soft drink with a Gyro purchase
D)  a game with food prizes
E)  free Extra Juicy Gyro samples at local fairs and concertsF) All of the above
G) C) and D)

Question 18

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

Question 19

Product advertisements focus on selling __________.

Accepted Answer

A)  an idea or a concept
B)  an emotion or a feeling
C)  a sense of well-being
D)  goodwill
E)  a product or serviceF) A) and E)
G) A) and D)

Question 20

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) C) and D)
G) A) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

The purpose of a reminder advertisement is to

Correct Answer
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One advantage of using billboards as an advertising medium is

Correct Answer
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Correct Answer
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With respect to advertising,CPM is defined as

Correct Answer
verified

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

Correct Answer
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One advantage of using newspapers as an advertising medium is

Correct Answer
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In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct Answer
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A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct Answer
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Describe the three forms of product advertisements.What are their objectives?

Correct Answer
verified
Product advertisements take three forms:...
View Answer

One disadvantage of using magazines as an advertising medium is

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

Correct Answer
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Product advertisements focus on selling __________.

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

Correct Answer
verified

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of __________.

Correct Answer
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One advantage of using magazines as an advertising medium is

Correct Answer
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Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

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

Correct Answer
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A comparative ad

Correct Answer
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One disadvantage of using the Internet as an advertising medium is

Correct Answer
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The most common form of outdoor advertising is/are __________.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

The purpose of a reminder advertisement is to

Correct AnswerverifiedShow Answer

One advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

With respect to advertising,CPM is defined as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

In a(n) __________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

Describe the three forms of product advertisements.What are their objectives?

Correct AnswerverifiedProduct advertisements take three forms:...View AnswerShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Product advertisements focus on selling __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of __________.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A comparative ad

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The most common form of outdoor advertising is/are __________.

Correct AnswerverifiedShow Answer

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Product advertisements take three forms:...
View Answer

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

Correct Answer
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