Question 1

Often __________ advertising is used to support the public relations plan or counter adverse publicity.

Accepted Answer

A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) objective 
A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) objective

Question 2

Burger King used Paris Hilton in their ads to promote their Hawaiian Teriyaki Burger.The commercial gathered so much publicity that it now has its own website.This ad is using a(n) __________.

Accepted Answer

A) appeal to self-esteem 
B) rhetorical appeal 
C) humorous appeal 
D) sex appeal 
E) fear appeal 
A) appeal to self-esteem 
B) rhetorical appeal 
C) humorous appeal 
D) sex appeal 
E) fear appeal

Question 3

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using _________.

Accepted Answer

A) authoritarian appeals 
B) guilt appeals 
C) fear appeals 
D) family appeals 
E) coercive appeals 
A) authoritarian appeals 
B) guilt appeals 
C) fear appeals 
D) family appeals 
E) coercive appeals

Question 4

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

Accepted Answer

A) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With inquiry 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) 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, such as whether they had a more favorable attitude toward the product advertised. 
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. 
A) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With inquiry 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) 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, such as whether they had a more favorable attitude toward the product advertised. 
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.

Question 5

What is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Question 6

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A) advocacy 
B) reminder 
C) differentiation 
D) comparative 
E) competitive institutional 
A) advocacy 
B) reminder 
C) differentiation 
D) comparative 
E) competitive institutional

Question 7

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards offer apply opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
A) Billboards offer apply opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns.

Question 8

content providers generate advertising revenue.

Accepted Answer

A) AdWords; AdSense 
B) AdPage; AdSense 
C) AdLeaf; AdCall 
D) AdFolio; AdSummon 
E) AdRank; AdTag 
A) AdWords; AdSense 
B) AdPage; AdSense 
C) AdLeaf; AdCall 
D) AdFolio; AdSummon 
E) AdRank; AdTag

Question 9

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand for its lima beans.

Accepted Answer

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

Question 10

Describe the three forms of product advertisements.What are their objectives?

Accepted Answer

Product advertisements take three forms-

Question 11

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) ads have a long life-span. 
D) there is usually little competition with other magazine features. 
E) there is no need or benefit to incorporating graphics. 
A) the cost of placing a magazine ad is extremely low. 
B) it takes a relatively short time to place the ad. 
C) ads have a long life-span. 
D) there is usually little competition with other magazine features. 
E) there is no need or benefit to incorporating graphics.

Question 12

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Accepted Answer

A) parity. 
B) reach. 
C) frequency. 
D) rating. 
E) gross rating points. 
A) parity. 
B) reach. 
C) frequency. 
D) rating. 
E) gross rating points.

Question 13

When a company uses a(n) _________, it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

A) intra-firm agency 
B) in-house agency 
C) promotional department 
D) full-service agency 
E) limited-service agency 
A) intra-firm agency 
B) in-house agency 
C) promotional department 
D) full-service agency 
E) limited-service agency

Question 14

FIGURE 16-2  
-is an example of which type of advertising?

Accepted Answer

A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) differentiation 
A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) differentiation

Question 15

Frequency refers to

Accepted Answer

A) the number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program. 
B) the total number of times an advertisement is broadcast on network and cable television or radio. 
C) the number of times an advertisement must be shown before a given percentage of the audience can recall key points of information. 
D) the number of times an advertisement can be shown before it begins to lose effectiveness. 
E) the average number of times a person in the target audience is exposed to a message or advertisement. 
A) the number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program. 
B) the total number of times an advertisement is broadcast on network and cable television or radio. 
C) the number of times an advertisement must be shown before a given percentage of the audience can recall key points of information. 
D) the number of times an advertisement can be shown before it begins to lose effectiveness. 
E) the average number of times a person in the target audience is exposed to a message or advertisement.

Question 16

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

Accepted Answer

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

Question 17

The cost of an ad in USA Today (newspaper) is $197,720 and has an audience size of 2,109,628.The cost of an ad in Sports Illustrated (magazine) is $336,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the Super Bowl (television) is $3,000,000 and has an audience size of 100,000,000.Using this information, which of the following is the most appropriate metric to use to make the determination of which medium would provide the most efficient use of your limited resources?

Accepted Answer

A) reach 
B) frequency 
C) cost per thousand impressions 
D) standard markup pricing 
E) gross rating points 
A) reach 
B) frequency 
C) cost per thousand impressions 
D) standard markup pricing 
E) gross rating points

Question 18

FIGURE 16-5  
-With respect to Figure 16-5 above, the pie shape labeled "E" garners the 7% of the total amount of advertising expenditures.Which of the following identifies that segment?

Accepted Answer

A) newspapers 
B) radio 
C) television 
D) direct mail 
E) magazine 
A) newspapers 
B) radio 
C) television 
D) direct mail 
E) magazine

Question 19

training of distributor's salesforces.

Accepted Answer

A) reminder advertising 
B) cooperative advertising 
C) pioneering advertising 
D) competitive advertising 
E) comparative advertising 
A) reminder advertising 
B) cooperative advertising 
C) pioneering advertising 
D) competitive advertising 
E) comparative advertising

Question 20

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

Accepted Answer

A) has a long exposure time. 
B) allows ads to be placed quickly. 
C) has a perishable message. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages. 
A) has a long exposure time. 
B) allows ads to be placed quickly. 
C) has a perishable message. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages.

Often __________ advertising is used to support the public relations plan or counter adverse publicity.

Burger King used Paris Hilton in their ads to promote their Hawaiian Teriyaki Burger.The commercial gathered so much publicity that it now has its own website.This ad is using a(n) __________.

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

What is the difference between a contest and a sweepstakes?

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Which of the following statements regarding billboards is most accurate?

content providers generate advertising revenue.

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand for its lima beans.

Describe the three forms of product advertisements.What are their objectives?

One advantage of using magazines as an advertising medium is

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

When a company uses a(n) _________, it is using its own advertising staff to provide the advertising services needed by the company.

FIGURE 16-2 -is an example of which type of advertising?

Frequency refers to

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "E" garners the 7% of the total amount of advertising expenditures.Which of the following identifies that segment?

training of distributor's salesforces.

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

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

Often __________ advertising is used to support the public relations plan or counter adverse publicity.

Burger King used Paris Hilton in their ads to promote their Hawaiian Teriyaki Burger.The commercial gathered so much publicity that it now has its own website.This ad is using a(n) __________.

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

What is the difference between a contest and a sweepstakes?

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Which of the following statements regarding billboards is most accurate?

content providers generate advertising revenue.

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand for its lima beans.

Describe the three forms of product advertisements.What are their objectives?

One advantage of using magazines as an advertising medium is

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

When a company uses a(n) _________, it is using its own advertising staff to provide the advertising services needed by the company.

FIGURE 16-2 -is an example of which type of advertising?

Frequency refers to

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "E" garners the 7% of the total amount of advertising expenditures.Which of the following identifies that segment?

training of distributor's salesforces.

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

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