Question 1

The purpose of reminder 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) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another. 
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) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another.

Question 2

What are the steps that are taken to develop the advertising program?

Accepted Answer

The steps include: (1) identifying the t

Question 3

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

Accepted Answer

A) is a low-cost medium. 
B) has a short exposure time. 
C) can target specific audiences. 
D) can be used to convey complex messages. 
E) has an unlimited amount of advertising time available. 
A) is a low-cost medium. 
B) has a short exposure time. 
C) can target specific audiences. 
D) can be used to convey complex messages. 
E) has an unlimited amount of advertising time available.

Question 4

During Super Bowl weekend, Pepsi introduces a new brand of soft drink.On that same weekend, Coca-Cola offers a "buy one, get one free" promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

A) a sample 
B) a deal 
C) a rebate 
D) a contest 
E) a premium 
A) a sample 
B) a deal 
C) a rebate 
D) a contest 
E) a premium

Question 5

Google's __________ program was designed for Web site owners as a tool for placing ads next to their Web page content rather than next to search results.

Accepted Answer

A) AdPage 
B) AdSense 
C) AdLeaf 
D) AdWords 
E) AdRank 
A) AdPage 
B) AdSense 
C) AdLeaf 
D) AdWords 
E) AdRank

Question 6

After the release of E.T., sales of Reese's Pieces soared while the makers of M&M's regretted not permitting them to be used in the film.This is an example of _________.

Accepted Answer

A) product placements 
B) product continuity 
C) sub rosa advertising 
D) subliminal direction 
E) reverse product placement 
A) product placements 
B) product continuity 
C) sub rosa advertising 
D) subliminal direction 
E) reverse product placement

Question 7

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Accepted Answer

A) pioneering 
B) competitive 
C) advocacy 
D) reminder 
E) political 
A) pioneering 
B) competitive 
C) advocacy 
D) reminder 
E) political

Question 8

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Accepted Answer

A) advocacy 
B) comparative 
C) persuasive 
D) informative 
E) reminder 
A) advocacy 
B) comparative 
C) persuasive 
D) informative 
E) reminder

Question 9

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. 
A) Paid-to-Read. 
B) Ping-to-Read. 
C) Profit-to-Read. 
D) Place-to-Read. 
E) Priced-to-read.

Question 10

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

Reach is the number of different people

Question 11

An advertising agency that deals in creative work and are compensated by a contractual agreement for the services performed are referred to as _________.

Accepted Answer

A) full-service agencies 
B) in-house agencies 
C) modified-service agencies 
D) limited-service agencies 
E) promotional firms 
A) full-service agencies 
B) in-house agencies 
C) modified-service agencies 
D) limited-service agencies 
E) promotional firms

Question 12

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

Accepted Answer

A) scope 
B) share 
C) reach 
D) span 
E) rating 
A) scope 
B) share 
C) reach 
D) span 
E) rating

Question 13

A common publicity tool is the __________ where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent out.

Accepted Answer

A) infomercial 
B) news release 
C) news conference 
D) news flash 
E) news huddle 
A) infomercial 
B) news release 
C) news conference 
D) news flash 
E) news huddle

Question 14

The decision on media selection is related to the target audience, the type of product, the nature of the message, and _________.

Accepted Answer

A) media turnover 
B) audience preferences 
C) costs of alternative media 
D) corporate goals 
E) available air time 
A) media turnover 
B) audience preferences 
C) costs of alternative media 
D) corporate goals 
E) available air time

Question 15

When Google chose a new model for its advertising, it decided to

Accepted Answer

A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate. 
B) randomize the time periods between ads and banners rather than use a steady schedule, in order to keep the ads more noticeable. 
C) customize all advertisements based upon customer's preferences of color, music, and font, information obtained through data files of customer site and search preferences. 
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance. 
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do. 
A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate. 
B) randomize the time periods between ads and banners rather than use a steady schedule, in order to keep the ads more noticeable. 
C) customize all advertisements based upon customer's preferences of color, music, and font, information obtained through data files of customer site and search preferences. 
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance. 
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.

Question 16

Google is the dominant provider of online search requests and receives more than _________ of the search advertising revenue.

Accepted Answer

A) 30 percent 
B) 40 percent 
C) 50 percent 
D) 60 percent 
E) 70 percent 
A) 30 percent 
B) 40 percent 
C) 50 percent 
D) 60 percent 
E) 70 percent

Question 17

Google generates revenue by offering __________ opportunities - next to search results or on specific Web pages.

Accepted Answer

A) online advertising 
B) online critiques 
C) online banking 
D) online publicizing 
E) online public relations 
A) online advertising 
B) online critiques 
C) online banking 
D) online publicizing 
E) online public relations

Question 18

A popular NPR radio show, Car Talk, encourages listeners to solve a puzzler 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) contest 
D) trade promotion 
E) deal 
A) premium 
B) sweepstakes 
C) contest 
D) trade promotion 
E) deal

Question 19

During the 2010 winter immunization campaign, The Center for Disease Control and Prevention encouraged all Americans to get vaccinated for the seasonal flue and the H1N1 flu virus.This is an example of a __________ where free space and time was donated by the media.

Accepted Answer

A) news release 
B) news conference 
C) public service announcement 
D) cooperative advertising 
E) limited-service advertising 
A) news release 
B) news conference 
C) public service announcement 
D) cooperative advertising 
E) limited-service advertising

Question 20

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

A) fast food 
B) gasoline fill-ups 
C) hotel accommodations 
D) credit card 
E) grocery store items 
A) fast food 
B) gasoline fill-ups 
C) hotel accommodations 
D) credit card 
E) grocery store items

The purpose of reminder institutional advertisements is to

What are the steps that are taken to develop the advertising program?

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

During Super Bowl weekend, Pepsi introduces a new brand of soft drink.On that same weekend, Coca-Cola offers a "buy one, get one free" promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Google's __________ program was designed for Web site owners as a tool for placing ads next to their Web page content rather than next to search results.

After the release of E.T., sales of Reese's Pieces soared while the makers of M&M's regretted not permitting them to be used in the film.This is an example of _________.

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

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

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).

An advertising agency that deals in creative work and are compensated by a contractual agreement for the services performed are referred to as _________.

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

A common publicity tool is the __________ where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent out.

The decision on media selection is related to the target audience, the type of product, the nature of the message, and _________.

When Google chose a new model for its advertising, it decided to

Google is the dominant provider of online search requests and receives more than _________ of the search advertising revenue.

Google generates revenue by offering __________ opportunities - next to search results or on specific Web pages.

A popular NPR radio show, Car Talk, encourages listeners to solve a puzzler 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 _________.

During the 2010 winter immunization campaign, The Center for Disease Control and Prevention encouraged all Americans to get vaccinated for the seasonal flue and the H1N1 flu virus.This is an example of a __________ where free space and time was donated by the media.

The most popular loyalty programs today are __________ reward programs.

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

The purpose of reminder institutional advertisements is to

What are the steps that are taken to develop the advertising program?

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

During Super Bowl weekend, Pepsi introduces a new brand of soft drink.On that same weekend, Coca-Cola offers a "buy one, get one free" promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Google's __________ program was designed for Web site owners as a tool for placing ads next to their Web page content rather than next to search results.

After the release of E.T., sales of Reese's Pieces soared while the makers of M&M's regretted not permitting them to be used in the film.This is an example of _________.

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

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

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).

An advertising agency that deals in creative work and are compensated by a contractual agreement for the services performed are referred to as _________.

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

A common publicity tool is the __________ where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent out.

The decision on media selection is related to the target audience, the type of product, the nature of the message, and _________.

When Google chose a new model for its advertising, it decided to

Google is the dominant provider of online search requests and receives more than _________ of the search advertising revenue.

Google generates revenue by offering __________ opportunities - next to search results or on specific Web pages.

A popular NPR radio show, Car Talk, encourages listeners to solve a puzzler 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 _________.

During the 2010 winter immunization campaign, The Center for Disease Control and Prevention encouraged all Americans to get vaccinated for the seasonal flue and the H1N1 flu virus.This is an example of a __________ where free space and time was donated by the media.

The most popular loyalty programs today are __________ reward programs.

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