Question 1

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

A)  competitive institutional advertisement.
B)  competitive product advertisement.
C)  reminder institutional advertisement.
D)  advocacy institutional advertisement.
E)  pioneering institutional advertisement.F) B) and D)
G) B) and C)

Question 2

who read at least half of the ad (read most) .

Accepted Answer

A)  who remember seeing a specific magazine ad
B)  who felt the ad was vague or ambiguous
C)  who felt elements of the ad were inappropriate
D)  who could summarize the key ad points in their own words
E)  who remembered having seen the ad before and had already tried the productF) A) and B)
G) B) and E)

Question 3

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Accepted Answer

A)  authoritarian appeal
B)  humorous appeal
C)  coercive appeal
D)  family appeal
E)  sex appealF) B) and E)
G) None of the above

Question 4

Consumer-oriented sales promotions refer to

Accepted Answer

A)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
C)  advertisements that show actual consumers using the product.
D)  sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.
E)  sales tools used to support a company's advertising and personal selling directed to ultimate consumers.F) A) and E)
G) B) and E)

Question 5

One advantage of using newspapers as an advertising medium is their

Accepted Answer

A)  ability to cover mass markets.
B)  excellent use of color graphics.
C)  long consumer response.
D)  their relatively low cost.
E)  limited distraction from other features.F) B) and C)
G) A) and E)

Question 6

According to The American Cancer Society, 57,000 Americans a year die from colon cancer.They estimate that this number would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people of course fear the possibility of bad news.To encourage people to get tested for colon cancer, several ads using a man (known as "Polyp Man") , dressed in a big red suit making him look more like Mr.M&M to encourage people to get tested.This is an example of _________ appeal.

Accepted Answer

A)  humorous
B)  cognitive
C)  rhetorical
D)  fear
E)  sexF) B) and D)
G) A) and D)

Question 7

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

Accepted Answer

A)  user
B)  prize
C)  seller
D)  brand
E)  bottom lineF) B) and C)
G) D) and E)

Question 8

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)  trade promotion programs.
B)  consumer promotion programs.
C)  shared-responsibility programs.
D)  cooperative advertising programs.
E)  cause-related marketing programs.F) None of the above
G) B) and C)

Question 9

The purpose of competitive institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a company is, what it can do, and where it is located.
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) A) and C)

Question 10

Publicity tools refer to

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, directly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements.
C)  short-term inducements of value offered to arouse interest in buying a product or service.
D)  methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements.
E)  questionable methods of influencing stakeholder opinion about some action or proposed action that may be perceived by some as unethical.F) A) and C)
G) A) and E)

Question 11

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products which are classified as shopping goods
B)  products in the introductory stage of their product life cycle
C)  commodity products like salt, sugar, and baking soda
D)  products which are perishable
E)  products which are classified as specialty goodsF) D) and E)
G) All of the above

Question 12

FIGURE 16.8 
-Figure 16.8 above is an example of a _________.

Accepted Answer

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

Question 13

The first decision in developing an advertising program is to

Accepted Answer

A)  set the budget.
B)  state the mission of the advertising program.
C)  identify the target audience.
D)  select the appeal.
E)  select the media.F) A) and D)
G) All of the above

Question 14

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

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

Question 15

Google's mission is

Accepted Answer

A)  to receive 20 billion inquiries each day.
B)  to be the first company to generate 100 billion every year.
C)  to be the most socially responsible company on earth.
D)  to obtain corporate sustainability by the year 2015.
E)  to organize the world's information and make it universally accessible and useful.F) A) and B)
G) B) and E)

Question 16

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A)  aided recall
B)  experience tests
C)  exposure testing
D)  performance tests
E)  comparison testsF) A) and E)
G) B) and D)

Question 17

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

Question 18

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 19

Which of the following statements about sales tests is most accurate?

Accepted Answer

A)  With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
B)  With sales 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.
C)  Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
D)  In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)  In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) C) and D)
G) A) and B)

Question 20

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)  almost all households with telephones have them.
E)  there are no delivery costs.F) A) and B)
G) B) and C)

Exam 16: Advertising, Sales Promotion, and Public Relations

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

Correct Answer
verified

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Correct Answer
verified

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

Correct Answer
verified

One advantage of using newspapers as an advertising medium is their

Correct Answer
verified

The purpose of competitive institutional advertisements is to

Correct Answer
verified

Publicity tools refer to

Correct Answer
verified

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

Correct Answer
verified

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Correct Answer
verified

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct Answer
verified

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct Answer
verified

The first decision in developing an advertising program is to

Correct Answer
verified

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct Answer
verified

who read at least half of the ad (read most) .

Correct Answer
verified

FIGURE 16.8 -Figure 16.8 above is an example of a _________.

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

Correct Answer
verified

Correct Answer
verified

Consumer-oriented sales promotions refer to

Correct Answer
verified

Google's mission is

Correct Answer
verified

Which of the following statements about sales tests is most accurate?

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

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

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

Publicity tools refer to

Correct AnswerverifiedShow Answer

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Correct AnswerverifiedShow Answer

who read at least half of the ad (read most) .

Correct AnswerverifiedShow Answer

FIGURE 16.8 -Figure 16.8 above is an example of a _________.

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions refer to

Correct AnswerverifiedShow Answer

Google's mission is

Correct AnswerverifiedShow Answer

Which of the following statements about sales tests is most accurate?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified