Question 1

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Accepted Answer

A)  public service announcement
B)  cooperative advertisement
C)  cause-related publicity tool
D)  news conference
E)  news releaseF) B) and C)
G) B) and E)

Question 2

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

A)  deal.
B)  rebate.
C)  sample.
D)  premium.
E)  coupon.F) C) and D)
G) B) and E)

Question 3

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  it takes a relatively short time to place the ad.
B)  there is little need or benefit to incorporate four-color graphics.
C)  there is little noise in the communications process.
D)  many are available as digital versions of their print counterparts.
E)  the cost of placing a magazine ad is extremely low.F) A) and E)
G) A) and C)

Question 4

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $312,283 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition of USA Today (newspaper) is $242,600 and its U.S.audience size is 1,981,016.The cost of a full page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $156,800 with an audience size of 980,000.The cost of a full page color ad in the U.S.national edition of Sports Illustrated (magazine) is $392,800 with an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000.Using this information,which has the LOWEST CPM of the five alternatives?

Accepted Answer

A)  The Wall Street Journal
B)  USA Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) All of the above
G) B) and E)

Question 5

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

Accepted Answer

A)  advertorials
B)  infomercials
C)  advermercials
D)  edutainment ads
E)  extended advertising messagesF) B) and C)
G) None of the above

Question 6

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  differentiationF) All of the above
G) C) and E)

Question 7

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Accepted Answer

A)  a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products.
B)  manufacturers also develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)  intermediaries can perform customer contact and selling functions for the producers they represent.
D)  both retailers and wholesalers employ and manage their own sales personnel.
E)  the resellers; salesforces are often more sophisticated and knowledgeable about the manufacturer's products.F) B) and D)
G) A) and B)

Question 8

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Accepted Answer

A)  inexpensive.
B)  humorous.
C)  expensive.
D)  effective.
E)  competitive.F) B) and D)
G) C) and D)

Question 9

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products.
B)  Billboards are well-suited for pioneering product advertising.
C)  Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert.
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)  Billboards are more effective in rural areas than in metropolitan areas.F) B) and E)
G) A) and C)

Question 10

Figure 15-1B
-With respect to Figure 15-1B above,the pie "slice" labeled "D," or __________,has 9% of the total advertising expenditures.

Accepted Answer

A)  newspapers
B)  radio
C)  television
D)  direct mail
E)  magazinesF) B) and E)
G) All of the above

Question 11

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the long lead-time needed to place an ad.
C)  the extremely low cost.
D)  the antagonism with environmentalists.
E)  the lack of noise associated with their use in the communication channel.F) A) and C)
G) B) and D)

Question 12

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 13

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.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) C) and D)
G) A) and C)

Question 14

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $312,283 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition of USA Today (newspaper) is $242,600 and its U.S.audience size is 1,981,016.The cost of a full page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $156,800 with an audience size of 980,000.The cost of a full page color ad in the U.S.national edition of Sports Illustrated (magazine) is $392,800 with an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000.Using this information,which has the HIGHEST CPM of the five alternatives?

Accepted Answer

A)  The Wall Street Journal
B)  USA Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) B) and D)
G) B) and C)

Question 15

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A)  The growth in mass transit is declining in major cities.
B)  In heavy travel times,when audiences are the largest,transit advertising is not conducive to reading advertising copy.
C)  Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D)  Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being.
E)  Transit advertising is highly selective of target audience when used on regular transit routes.F) A) and B)
G) A) and C)

Question 16

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

Accepted Answer

A)  is a low-cost medium.
B)  has a short exposure time.
C)  can target specific audiences.
D)  has an unlimited amount of advertising time available.
E)  can be used to convey complex messages.F) A) and B)
G) A) and C)

Question 17

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Accepted Answer

A)  out-of-home advertising
B)  invasive placements
C)  electronic advertising
D)  product placements
E)  cooperative advertisingF) A) and B)
G) A) and C)

Question 18

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

Accepted Answer

A)  requires a long exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  cannot be used to convey complex messages.
E)  has an unlimited amount of advertising time available.F) None of the above
G) A) and B)

Question 19

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)  the relatively low cost.
E)  limited distraction from other features.F) B) and E)
G) None of the above

Question 20

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 the conservative right.F) B) and E)
G) B) and C)

Exam 15: Advertising, Sales Promotion, and Public Relations

One advantage of using magazines as an advertising medium is

Correct Answer
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Figure 15-1B -With respect to Figure 15-1B above,the pie "slice" labeled "D," or __________,has 9% of the total advertising expenditures.

Correct Answer
verified

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

Correct Answer
verified

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Correct Answer
verified

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Correct Answer
verified

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example,Taco Bell used a sales promotion technique called

Correct Answer
verified

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct Answer
verified

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

Correct Answer
verified

Correct Answer
verified

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct Answer
verified

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

One advantage of using newspapers as an advertising medium is their

Correct Answer
verified

Which of the following statements regarding transit advertising is most accurate?

Correct Answer
verified

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

Correct Answer
verified

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct Answer
verified

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Figure 15-1B -With respect to Figure 15-1B above,the pie "slice" labeled "D," or __________,has 9% of the total advertising expenditures.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Correct AnswerverifiedShow Answer

A publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Correct AnswerverifiedShow Answer

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example,Taco Bell used a sales promotion technique called

Correct AnswerverifiedShow Answer

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct AnswerverifiedShow Answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

One advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

Which of the following statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

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Correct Answer
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Setting schedules requires an understand...
View Answer

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