Question 1

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

Accepted Answer

A)  Second
B)  Satisfying customers
C)  Making money
D)  Beating Apple
E)  GreatF) A) and E)
G) A) and B)

Question 2

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

Accepted Answer

A)  With sales tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are considered 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.
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.
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) All of the above
G) A) and B)

Question 3

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________.

Accepted Answer

A)  premium
B)  sweepstakes
C)  deal
D)  contest
E)  trade promotionF) All of the above
G) B) and D)

Question 4

A discount on each case ordered during a specific period of time is referred to as a

Accepted Answer

A)  functional allowance.
B)  merchandise allowance.
C)  case allowance.
D)  finance allowance.
E)  manufacturer's inducement.F) A) and C)
G) None of the above

Question 5

A(n)  __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)  limited-service agency
B)  full spectrum agency
C)  multi-service agency
D)  in-house agency
E)  full-service agencyF) A) and E)
G) All of the above

Question 6

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Accepted Answer

A)  steady
B)  flighting
C)  dripping
D)  pulsing
E)  burstF) B) and C)
G) None of the above

Question 7

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  it is similar to print advertising since it offers a visual message.
B)  there is no need to segment markets.
C)  messages are automatically translated into multiple languages.
D)  there are no real costs except for initial encoding.
E)  it is relatively simple to run national online campaign across multiple sites.F) C) and D)
G) All of the above

Question 8

Which of the following statements about using sex appeals in advertising is FALSE?

Accepted Answer

A)  Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)  Sex appeals increase attention by helping advertising stand out.
C)  Sexual content in ads do not always lead to changes in recall, recognition, or purchase intent.
D)  Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E)  While sex appeals are remembered widely by viewers, they fail to draw initial attention.F) C) and E)
G) C) and D)

Question 9

To help advertisers place ads based on their search-engine results, Google developed an online tool called __________.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdTag
D)  AdWords
E)  AdRankF) A) and E)
G) B) and D)

Question 10

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  it has video and audio capabilities similar to television.
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)  messages are automatically translated into multiple languages.F) A) and B)
G) A) and C)

Question 11

-The Starch test shown above is an example of a(n)

Accepted Answer

A)  sales test.
B)  unaided recall test.
C)  aided recall test.
D)  inquiry test.
E)  concept test.F) A) and D)
G) B) and D)

Question 12

Advertisements that focus on selling a product or service and which can take three forms - pioneering (or informational) , competitive (or persuasive) , and reminder - are referred to as

Accepted Answer

A)  product advertisements.
B)  service advertisements.
C)  persuasive advertisements.
D)  institutional advertisements.
E)  cooperative advertisements.F) A) and B)
G) A) and D)

Question 13

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

Accepted Answer

A)  With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting.
B)  With inquiry tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are considered most effective.
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign.
E)  In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) A) and E)
G) A) and B)

Question 14

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 15

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  the cost of placing a magazine ad is extremely low.
B)  it takes a relatively short time to place the ad.
C)  the ease of translating consumer interests into a successful publication.
D)  there is little need or benefit to incorporate four-color graphics.
E)  the ads can be clipped and saved.F) A) and E)
G) A) and C)

Question 16

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their ability to reach 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) A) and E)
G) C) and D)

Question 17

A form of click fraud is called PTR, which is an acronym for

Accepted Answer

A)  Paid-to-Read.
B)  Ping-to-Read.
C)  Profit-to-Read.
D)  Place-to-Read.
E)  Priced-to-Read.F) C) and D)
G) B) and E)

Question 18

The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Accepted Answer

A)  sample
B)  deal
C)  premium
D)  rebate
E)  couponF) C) and D)
G) A) and C)

Question 19

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) A) and B)
G) All of the above

Question 20

In terms of scheduling advertising, purchase frequency refers to

Accepted Answer

A)  the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product.
B)  the number of times a buyer purchases a product during its life cycle.
C)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
D)  how frequently a product is purchased over a particular time period.
E)  the idea that the more frequently the product is purchased, the less advertising repetition is required.F) B) and C)
G) B) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

In terms of scheduling advertising, purchase frequency refers to

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

Correct AnswerverifiedShow Answer

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

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

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Correct AnswerverifiedShow Answer

-The Starch test shown above is an example of a(n)

Correct AnswerverifiedShow Answer

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertisements that focus on selling a product or service and which can take three forms - pioneering (or informational) , competitive (or persuasive) , and reminder - are referred to as

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

A form of click fraud is called PTR, which is an acronym for

Correct AnswerverifiedShow Answer

Which of the following statements about using sex appeals in advertising is FALSE?

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

A discount on each case ordered during a specific period of time is referred to as a

Correct AnswerverifiedShow Answer

To help advertisers place ads based on their search-engine results, Google developed an online tool called __________.

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

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
Coupons are sales promotions that offer ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified