Question 1

Reinforcement ads are reminder ads that

Accepted Answer

A)  assure current users they made the correct choice in choosing the product.
B)  reinforce previous knowledge of a product.
C)  repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D)  reaffirm a company's position on an issue of importance or interest.
E)  reassure the company it has made the right choice in advertising the product.F) C) and D)
G) A) and C)

Question 2

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

Accepted Answer

A)  has a long exposure time.
B)  can target general audiences.
C)  has an unlimited amount of advertising time available.
D)  is relatively simple to convey complex messages.
E)  uses humor,sound,and intimacy effectively.F) A) and E)
G) A) and D)

Question 3

The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  pioneering
E)  guiltF) A) and B)
G) A) and C)

Question 4

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

Question 5

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)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  reminder institutionalF) B) and C)
G) All of the above

Question 6

__________ 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 C)
G) A) and B)

Question 7

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  guilt appeal
E)  fear appealF) A) and C)
G) B) and E)

Question 8

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)  scope.
B)  share.
C)  CPM.
D)  rating.
E)  reach.F) D) and E)
G) B) and E)

Question 9

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

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

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.
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.
E)  free space or time donated by the media.F) D) and E)
G) A) and E)

Question 11

All of the following add to the costs of coupons EXCEPT:

Accepted Answer

A)  misredemption.
B)  redemption.
C)  customer handling.
D)  clearinghouse costs.
E)  the advertisement to deliver it.F) B) and E)
G) C) and D)

Question 12

There are three key factors when selecting the media for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Accepted Answer

A)  the perceived risk
B)  the sustainability of the message
C)  the reputation of the prospective media firm
D)  the media habits of the target audience
E)  the length of time required to get the message acrossF) A) and E)
G) A) and B)

Question 13

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Accepted Answer

A)  finance allowance
B)  promotional allowance
C)  merchandise allowance
D)  slotting fee
E)  failure feeF) None of the above
G) C) and E)

Question 14

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

Question 15

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks,but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones.The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product.Which method would it most likely employ?

Accepted Answer

A)  Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B)  Provide a premium to build customer goodwill by receiving reduced price merchandise.
C)  Have a sign that will be placed on the grocer's freezer where the product is offered for sale.
D)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E)  Use a demonstrator hired by the company to prepare the snack in a grocery store and give away cooked,bite-sized portions of the snack to shoppers as they pass by.F) B) and C)
G) A) and B)

Question 16

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

Accepted Answer

A)  the proliferation of directories in many cities.
B)  they have extensive accountability and ROI metrics.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) None of the above
G) A) and B)

Question 17

The primary purpose of a pioneering product advertisement is to

Accepted Answer

A)  tell people what the company is,what it can do,and where it is located.
B)  tell people what a product is,what it can do,and where it can be found.
C)  show one brand's strengths relative to those of competitors.
D)  reinforce previous knowledge of a product.
E)  build goodwill or an image for an organization rather than promote a specific product or service.F) A) and B)
G) A) and E)

Question 18

Pretests refer to

Accepted Answer

A)  tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)  tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)  tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)  tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement.
E)  sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.F) A) and E)
G) B) and C)

Question 19

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

Accepted Answer

A)  be an Einstein
B)  ask a question
C)  be in need
D)  be at your desk
E)  be on your computerF) A) and B)
G) A) and C)

Question 20

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

Accepted Answer

A)  differentiation
B)  pioneering
C)  persuasive
D)  philanthropic
E)  informationalF) A) and C)
G) C) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) __________.

Correct Answer
verified

The number of different people or households exposed to an advertisement is referred to as

Correct Answer
verified

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 Answer
verified

The primary purpose of a pioneering product advertisement is to

Correct Answer
verified

Pretests refer to

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Publicity tools refer to

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

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

The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Correct Answer
verified

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

Correct Answer
verified

There are three key factors when selecting the media for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Correct Answer
verified

Reinforcement ads are reminder ads that

Correct Answer
verified

All of the following add to the costs of coupons EXCEPT:

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

The number of different people or households exposed to an advertisement is referred to as

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

The primary purpose of a pioneering product advertisement is to

Correct AnswerverifiedShow Answer

Pretests refer to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Publicity tools refer to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

__________ 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

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

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states,"You don't need to __________ to need an answer."

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

The World Wide Fund for Nature ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are three key factors when selecting the media for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

All of the following add to the costs of coupons EXCEPT:

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

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