Question 1

Two of the largest portals for Internet advertising are _________ and __________.

Accepted Answer

A) Google; AOL 
B) Google; Tubenet 
C) Google; MSN 
D) Google; Yahoo! 
E) Google; Bing 
A) Google; AOL 
B) Google; Tubenet 
C) Google; MSN 
D) Google; Yahoo! 
E) Google; Bing

Question 2

Individuals responsible for creating the text portion of the messages in advertisements are typically referred to as _________.

Accepted Answer

A) freelancers 
B) copywriters 
C) editors 
D) designers 
E) adbusters 
A) freelancers 
B) copywriters 
C) editors 
D) designers 
E) adbusters

Question 3

Many commercials that use sex appeals gain the attention of the audience, but they

Accepted Answer

A) contain no information to help consumers. 
B) do not appeal to either men or women. 
C) have little impact on consumers' recall, recognition, or purchase intent. 
D) wear out quickly, boring the consumer. 
E) don't appeal to the Net generation. 
A) contain no information to help consumers. 
B) do not appeal to either men or women. 
C) have little impact on consumers' recall, recognition, or purchase intent. 
D) wear out quickly, boring the consumer. 
E) don't appeal to the Net generation.

Question 4

FIGURE 16-6  
-According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?

Accepted Answer

A) $ 27 
B) $ 93 
C) $107 
D) $115 
E) $206 
A) $ 27 
B) $ 93 
C) $107 
D) $115 
E) $206

Question 5

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

Accepted Answer

A) rich media 
B) banner ads 
C) interactive media 
D) gaming ads 
E) flash-player ads 
A) rich media 
B) banner ads 
C) interactive media 
D) gaming ads 
E) flash-player ads

Question 6

When people outside the target market for the product see a firm's advertisement it is referred to as _________.

Accepted Answer

A) media divergence 
B) dual exposure 
C) over-exposure 
D) wasted coverage 
E) extended advertising 
A) media divergence 
B) dual exposure 
C) over-exposure 
D) wasted coverage 
E) extended advertising

Question 7

What are the three types of pretests that can be conducted before advertising is placed in the media?

Accepted Answer

The three types of p

Question 8

Infomercials refer to

Accepted Answer

A) public service announcements used to notify local citizens of impending danger due to weather or other natural disasters. 
B) time reserved as part of an agreement with the FCC to allow for presidential debates and issues of national concern. 
C) program-length (30-minute) advertisements that take an educational approach to communication with potential customers. 
D) direct marketing campaigns that are treated as regularly scheduled broadcasts and only charged for the 20 seconds spots during the program when the firm actually solicits orders. 
E) educationally formatted programming that is pre-paid or ordered privately by the consumer. 
A) public service announcements used to notify local citizens of impending danger due to weather or other natural disasters. 
B) time reserved as part of an agreement with the FCC to allow for presidential debates and issues of national concern. 
C) program-length (30-minute) advertisements that take an educational approach to communication with potential customers. 
D) direct marketing campaigns that are treated as regularly scheduled broadcasts and only charged for the 20 seconds spots during the program when the firm actually solicits orders. 
E) educationally formatted programming that is pre-paid or ordered privately by the consumer.

Question 9

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

Accepted Answer

A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) advocacy 
E) encouragement 
A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) advocacy 
E) encouragement

Question 10

List two advantages and two disadvantages of using television, radio, magazines, yellow pages, internet, and direct mail for advertising.

Accepted Answer

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

Question 11

Information and persuasive content can be combined in the form of

Accepted Answer

A) sex, fear, and humor appeal. 
B) guilt, financial risk, self-esteem. 
C) sex, fear, and self-worth. 
D) demographics, psychographics, and lifestyle. 
E) gender, ethnicity, and reference group. 
A) sex, fear, and humor appeal. 
B) guilt, financial risk, self-esteem. 
C) sex, fear, and self-worth. 
D) demographics, psychographics, and lifestyle. 
E) gender, ethnicity, and reference group.

Question 12

Product placement refers to

Accepted Answer

A) the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. 
B) the relative value of a product's physical location based on line-of-sight positioning. 
C) competition amongst manufacturers to ensure their brand is the first to be placed on retailer's shelves or in showrooms. 
D) the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. 
E) a strict standardized fee paid by producers of movies, television products, or commercials for the rights to use a brand-name as a backdrop in one of their creative scenes. 
A) the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. 
B) the relative value of a product's physical location based on line-of-sight positioning. 
C) competition amongst manufacturers to ensure their brand is the first to be placed on retailer's shelves or in showrooms. 
D) the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. 
E) a strict standardized fee paid by producers of movies, television products, or commercials for the rights to use a brand-name as a backdrop in one of their creative scenes.

Question 13

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp

Question 14

One advantage of using newspapers as an advertising medium is

Accepted Answer

A) their ability to cover local markets. 
B) the long lead time for ad placement. 
C) their long life span. 
D) their relatively high cost. 
E) competition for reader attention with other features in the newspaper. 
A) their ability to cover local markets. 
B) the long lead time for ad placement. 
C) their long life span. 
D) their relatively high cost. 
E) competition for reader attention with other features in the newspaper.

Question 15

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

Accepted Answer

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

Question 16

One advantage of using the Internet as an advertising medium is

Accepted Answer

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

Question 17

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

Accepted Answer

A) mobile signage 
B) mobile advertising 
C) frequency advertising 
D) transit advertising 
E) transportation advertising 
A) mobile signage 
B) mobile advertising 
C) frequency advertising 
D) transit advertising 
E) transportation advertising

Question 18

One advantage of using magazines as an advertising medium is

Accepted Answer

A) it takes a relatively short time to place the ad. 
B) high quality color is available if needed or desired. 
C) the cost of placing a magazine ad is extremely low. 
D) there is usually little competition with other magazine features. 
E) there is no need or benefit to incorporating graphics. 
A) it takes a relatively short time to place the ad. 
B) high quality color is available if needed or desired. 
C) the cost of placing a magazine ad is extremely low. 
D) there is usually little competition with other magazine features. 
E) there is no need or benefit to incorporating graphics.

Question 19

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A) Comparative advertisements now constitute over 90% of all television ads. 
B) Comparative advertisements attract more consumer attention to the advertiser's brand. 
C) Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often, do more harm than good. 
A) Comparative advertisements now constitute over 90% of all television ads. 
B) Comparative advertisements attract more consumer attention to the advertiser's brand. 
C) Comparative advertisements can decrease the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often, do more harm than good.

Question 20

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Three common advertising appeals include fear, sex, and humor.Briefly describe these three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha

Two of the largest portals for Internet advertising are _ and __.

Individuals responsible for creating the text portion of the messages in advertisements are typically referred to as _________.

Many commercials that use sex appeals gain the attention of the audience, but they

FIGURE 16-6 -According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

When people outside the target market for the product see a firm's advertisement it is referred to as _________.

What are the three types of pretests that can be conducted before advertising is placed in the media?

Infomercials refer to

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

List two advantages and two disadvantages of using television, radio, magazines, yellow pages, internet, and direct mail for advertising.

Information and persuasive content can be combined in the form of

Product placement refers to

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

One advantage of using newspapers as an advertising medium is

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

One advantage of using the Internet as an advertising medium is

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

One advantage of using magazines as an advertising medium is

Which of the following statements about comparative advertising is most accurate?

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Three common advertising appeals include fear, sex, and humor.Briefly describe these three appeals.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 16: Advertising, Sales Promotion, and Public Relations

Two of the largest portals for Internet advertising are _________ and __________.

Individuals responsible for creating the text portion of the messages in advertisements are typically referred to as _________.

Many commercials that use sex appeals gain the attention of the audience, but they

FIGURE 16-6 -According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

When people outside the target market for the product see a firm's advertisement it is referred to as _________.

What are the three types of pretests that can be conducted before advertising is placed in the media?

Infomercials refer to

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

List two advantages and two disadvantages of using television, radio, magazines, yellow pages, internet, and direct mail for advertising.

Information and persuasive content can be combined in the form of

Product placement refers to

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

One advantage of using newspapers as an advertising medium is

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

One advantage of using the Internet as an advertising medium is

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

One advantage of using magazines as an advertising medium is

Which of the following statements about comparative advertising is most accurate?

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Three common advertising appeals include fear, sex, and humor.Briefly describe these three appeals.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Two of the largest portals for Internet advertising are _ and __.