Question 1

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

Accepted Answer

A) they have a short life span. 
B) they are used more than 13 billion times annually. 
C) the print pages are quicker and easier to use than the Internet. 
D) they are more mobile than other information sources. 
E) they have limited accountability. 
A) they have a short life span. 
B) they are used more than 13 billion times annually. 
C) the print pages are quicker and easier to use than the Internet. 
D) they are more mobile than other information sources. 
E) they have limited accountability.

Question 2

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Accepted Answer

A) complementary allowance 
B) harmonizing allowance 
C) free goods allowance 
D) balancing allowance 
E) paired allowance 
A) complementary allowance 
B) harmonizing allowance 
C) free goods allowance 
D) balancing allowance 
E) paired allowance

Question 3

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

Accepted Answer

A) the proliferation of directories. 
B) they have extensive accountability and ROI metrics. 
C) their message is perishable. 
D) they require complete accountability. 
E) there are high delivery costs. 
A) the proliferation of directories. 
B) they have extensive accountability and ROI metrics. 
C) their message is perishable. 
D) they require complete accountability. 
E) there are high delivery costs.

Question 4

An ad for Kraft salad dressings uses a play on words in its headline, "Around here, we're 'jeans and t-shirts' but our dressing is 'night on the town.'" This use of a __________ appeal implies that the dressing is like what is served at the finest eating establishments, but you can enjoy it in the comfort of your home.

Accepted Answer

A) humorous 
B) rhetorical 
C) family life cycle 
D) cognitive appeal 
E) an appeal to self-esteem 
A) humorous 
B) rhetorical 
C) family life cycle 
D) cognitive appeal 
E) an appeal to self-esteem

Question 5

The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A) CPM 
B) CPT 
C) TMP 
D) CMH 
E) ACPM 
A) CPM 
B) CPT 
C) TMP 
D) CMH 
E) ACPM

Question 6

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

Accepted Answer

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

Question 7

The purpose of an advocacy advertisement is to

Accepted Answer

A) tell people what a company is, what it can do, and where it is located. 
B) state the position of a company on an issue. 
C) reinforce previous knowledge of a product. 
D) promote the advantages of one product class over another. 
E) promote a specific brand's features and benefits. 
A) tell people what a company is, what it can do, and where it is located. 
B) state the position of a company on an issue. 
C) reinforce previous knowledge of a product. 
D) promote the advantages of one product class over another. 
E) promote a specific brand's features and benefits.

Question 8

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Accepted Answer

A) 10 
B) 20 
C) 30 
D) 40 
E) 50 
A) 10 
B) 20 
C) 30 
D) 40 
E) 50

Question 9

FIGURE 16-6  
-According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

Accepted Answer

A) $30 
B) $41 
C) $53 
D) $67 
E) $94 
A) $30 
B) $41 
C) $53 
D) $67 
E) $94

Question 10

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Accepted Answer

A) generate support for nonprofit organizations 
B) increase frequency of purchases of new products 
C) tout the competitive advantages of one industry over another 
D) build goodwill or an image for an organization 
E) promote alternative uses for a product class 
A) generate support for nonprofit organizations 
B) increase frequency of purchases of new products 
C) tout the competitive advantages of one industry over another 
D) build goodwill or an image for an organization 
E) promote alternative uses for a product class

Question 11

Trade-oriented sales promotions refer to

Accepted Answer

A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements. 
C) advertisements that show actual consumers using the product. 
D) sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E) sales promotions which are directed to ultimate consumers and are used to support advertising and personal selling. 
A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements. 
C) advertisements that show actual consumers using the product. 
D) sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. 
E) sales promotions which are directed to ultimate consumers and are used to support advertising and personal selling.

Question 12

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it is especially suited for persuasive advertisements. 
E) it has a local market focus, high visibility, and an opportunity for repeat exposure. 
A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it is especially suited for persuasive advertisements. 
E) it has a local market focus, high visibility, and an opportunity for repeat exposure.

Question 13

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A) organizational allowance 
B) merchandise allowance 
C) manufacturer's allowance 
D) finance allowance 
E) case allowance 
A) organizational allowance 
B) merchandise allowance 
C) manufacturer's allowance 
D) finance allowance 
E) case allowance

Question 14

The most common form of outdoor advertising is/are called _________.

Accepted Answer

A) transit 
B) billboards 
C) kiosks 
D) land displays 
E) store signage 
A) transit 
B) billboards 
C) kiosks 
D) land displays 
E) store signage

Question 15

Another name for pioneering advertising is _________.

Accepted Answer

A) awareness advertising 
B) persuasive advertising 
C) prospecting advertising 
D) differentiation advertising 
E) informational advertising 
A) awareness advertising 
B) persuasive advertising 
C) prospecting advertising 
D) differentiation advertising 
E) informational advertising

Question 16

The most sophisticated form of pretest is the _________.

Accepted Answer

A) theater test 
B) sales test 
C) attitude test 
D) portfolio test 
E) jury test 
A) theater test 
B) sales test 
C) attitude test 
D) portfolio test 
E) jury test

Question 17

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe

Question 18

Product advertisements refer to

Accepted Answer

A) advertisements that focus on a product class rather than on an individual brand and which take the form of (1) industrial, (2) social, and (3) governmental. 
B) advertisements that focus on selling a good or service and which take three forms: (1) awareness, (2) interest, and (3) adoption. 
C) advertisements that focus on counteracting negative opinions and which may take three forms (1) defensive, (2) offensive, or (3) deflection. 
D) advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. 
E) advertisements that focus on clarifying misconceptions and which may take three forms (1) instructional, (2) reprimand, or (3) placation. 
A) advertisements that focus on a product class rather than on an individual brand and which take the form of (1) industrial, (2) social, and (3) governmental. 
B) advertisements that focus on selling a good or service and which take three forms: (1) awareness, (2) interest, and (3) adoption. 
C) advertisements that focus on counteracting negative opinions and which may take three forms (1) defensive, (2) offensive, or (3) deflection. 
D) advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. 
E) advertisements that focus on clarifying misconceptions and which may take three forms (1) instructional, (2) reprimand, or (3) placation.

Question 19

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Accepted Answer

A) sales test 
B) jury test 
C) theater test 
D) attitude test 
E) portfolio test 
A) sales test 
B) jury test 
C) theater test 
D) attitude test 
E) portfolio test

Question 20

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A) Click spiders 
B) Clickbots 
C) Click bangers 
D) Click hammers 
E) Click tippers 
A) Click spiders 
B) Clickbots 
C) Click bangers 
D) Click hammers 
E) Click tippers

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

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

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

The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

The purpose of an advocacy advertisement is to

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

FIGURE 16-6 -According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Trade-oriented sales promotions refer to

One advantage of using outdoor advertising as an advertising medium is

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

The most common form of outdoor advertising is/are called _________.

Another name for pioneering advertising is _________.

The most sophisticated form of pretest is the _________.

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Product advertisements refer to

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

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

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

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

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

The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

The purpose of an advocacy advertisement is to

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

FIGURE 16-6 -According to Figure 16-6 above the CPM for the Super Bowl would be approximately?

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

Trade-oriented sales promotions refer to

One advantage of using outdoor advertising as an advertising medium is

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

The most common form of outdoor advertising is/are called _________.

Another name for pioneering advertising is _________.

The most sophisticated form of pretest is the _________.

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Product advertisements refer to

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called the _________.

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

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