Question 1

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A)  Don't make the appeal so strong that consumers want to "tune out" the advertisement.
B)  Avoid any reference to death or dying.
C)  Make the appeal so strong that it appears humorous.
D)  Make sure the advertisement is still appropriate for viewing by children.E) C) and D)
F) None of the above

Question 2

All of the following are criticisms of the public relations field except:

Accepted Answer

A)  Practitioners don't all follow the same ethical standards.
B)  Practitioners belong to a professional association.
C)  Practitioners don't need to be qualified.
D)  Practitioners don't have to be registered.E) B) and C)
F) A) and C)

Question 3

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

The answer of Media buyers use many terms to help...

Question 4

What are the differences between a news release, news conference, and a public service announcement?

Accepted Answer

The answer of What are the differences between a news...

Question 5

With the use of virtual reality, advertisers can accomplish two main things. They can ________ and __________.

Accepted Answer

A)  penetrate people's consciousness; get undivided attention
B)  penetrate people's boredom; entertain while shopping
C)  break through reality; entertain while shopping
D)  bust clutter; give full experienceE) A) and D)
F) A) and C)

Question 6

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n)  ________ advertisement.

Accepted Answer

A)  competitive product
B)  competitive institutional
C)  advocacy
D)  pioneering productE) A) and B)
F) A) and C)

Question 7

Consider all forms of advertising, which is the most dominant in the industry?

Accepted Answer

A)  online
B)  direct mail
C)  television
D)  newspapersE) B) and D)
F) A) and D)

Question 8

Which of the following statements about aided recall post-tests is true?

Accepted Answer

A)  With aided recall post-tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)  Aided recall post-tests may involve studies that ask individuals how much of a given ad did they read.
C)  In an aided recall post-test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised.
D)  With aided recall post-tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.E) B) and C)
F) B) and D)

Question 9

Automobile advertising is likely to follow which strategy?

Accepted Answer

A)  Pulse schedule.
B)  Blitz schedule.
C)  Drip schedule.
D)  Turnover schedule.E) A) and B)
F) A) and C)

Question 10

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Accepted Answer

A)  pioneering product
B)  competitive institutional
C)  competitive product
D)  reminder institutionalE) C) and D)
F) All of the above

Question 11

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

Accepted Answer

A)  advocacy
B)  pioneering
C)  competitive
D)  reminderE) B) and D)
F) A) and C)

Question 12

Three commonly used trade promotions are:

Accepted Answer

A)  cooperative advertising, merchandise allowances, and points-of-purchase displays.
B)  allowances and discounts, consumer promotions, and merchandise allowances.
C)  coupons, rebates, and discounts.
D)  allowances and discounts, cooperative advertising, and training of distributors' salesforces.E) A) and B)
F) A) and C)

Question 13

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

Accepted Answer

A)  a product placement.
B)  a product deal.
C)  a product premium.
D)  a product sample.E) None of the above
F) B) and C)

Question 14

An ad for State Farm Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to consider the future when she was young is an
Example of a:

Accepted Answer

A)  humorous appeal.
B)  fear appeal.
C)  rhetorical appeal.
D)  life cycle appeal.E) B) and C)
F) None of the above

Question 15

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Accepted Answer

A)  reminder
B)  comparativ e
C)  pioneering
D)  direct salesE) A) and B)
F) None of the above

Question 16

All of the following are correct statements about print newspapers and digital newspapers except:

Accepted Answer

A)  Canadians read print versions that are ready early in the day and after dinner
B)  Canadians say newspaper ads have no influence on purchasing decisions
C)  Canadians say newspaper ads influence purchasing decisions
D)  Canadians trust newspaper advertisingE) None of the above
F) All of the above

Question 17

What is the difference between a coupon and a deal?

Accepted Answer

The answer of What is the difference between a coupon...

Question 18

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

Accepted Answer

A)  Showing costs of the life insurance depending on whether the customer smokes or not.
B)  Showing pictures of the staff and location of the insurance company.
C)  Focusing on the ability to process automatic withdrawals to pay for life insurance.
D)  Showing the negative effects of premature death on the relatives of those who do not carry enough life insurance.E) A) and B)
F) All of the above

Question 19

Consumer-oriented sales promotions are:

Accepted Answer

A)  advertisements that show actual consumers using the product.
B)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C)  methods used to get a non-personal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences, and public service announcements.
D)  sales tools used to support advertising and personal selling efforts.E) B) and D)
F) A) and C)

Question 20

The other name used for aided recall tests is:

Accepted Answer

A)  recognition-readership testing.
B)  attitude testing.
C)  prompted response testing.
D)  inquiry testing.E) All of the above
F) None of the above

Exam 17: Advertising, Sales Promotion, and Public Relations

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct Answer
verified

Automobile advertising is likely to follow which strategy?

Correct Answer
verified

With the use of virtual reality, advertisers can accomplish two main things. They can and __.

Correct Answer
verified

The other name used for aided recall tests is:

Correct Answer
verified

Three commonly used trade promotions are:

Correct Answer
verified

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

Correct Answer
verified

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Correct Answer
verified

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

Correct Answer
verified

What is the difference between a coupon and a deal?

Correct Answer
verified

Correct Answer
verified

All of the following are criticisms of the public relations field except:

Correct Answer
verified

Which of the following statements about aided recall post-tests is true?

Correct Answer
verified

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

Correct Answer
verified

Consider all forms of advertising, which is the most dominant in the industry?

Correct Answer
verified

All of the following are correct statements about print newspapers and digital newspapers except:

Correct Answer
verified

Consumer-oriented sales promotions are:

Correct Answer
verified

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Correct Answer
verified

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

Correct Answer
verified

Which of the following is an important guideline when using fear appeal?

Correct Answer
verified

What are the differences between a news release, news conference, and a public service announcement?

Correct Answer
verified

Exam 17: Advertising, Sales Promotion, and Public Relations

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedShow Answer

Automobile advertising is likely to follow which strategy?

Correct AnswerverifiedShow Answer

With the use of virtual reality, advertisers can accomplish two main things. They can ________ and __________.

Correct AnswerverifiedShow Answer

The other name used for aided recall tests is:

Correct AnswerverifiedShow Answer

Three commonly used trade promotions are:

Correct AnswerverifiedShow Answer

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

Correct AnswerverifiedShow Answer

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _________advertising.

Correct AnswerverifiedShow Answer

Person of Interest, a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene. This is an example of:

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are criticisms of the public relations field except:

Correct AnswerverifiedShow Answer

Which of the following statements about aided recall post-tests is true?

Correct AnswerverifiedShow Answer

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

Correct AnswerverifiedShow Answer

Consider all forms of advertising, which is the most dominant in the industry?

Correct AnswerverifiedShow Answer

All of the following are correct statements about print newspapers and digital newspapers except:

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions are:

Correct AnswerverifiedShow Answer

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

Correct AnswerverifiedShow Answer

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using fear appeal?

Correct AnswerverifiedShow Answer

What are the differences between a news release, news conference, and a public service announcement?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

With the use of virtual reality, advertisers can accomplish two main things. They can and __.

Correct Answer
verified

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Correct Answer
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