Question 1

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

Accepted Answer

A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages. 
A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages.

Question 2

On May 12, 2010 Stephen Elop, President, Microsoft Business Division, launched Office 2010 and SharePoint 2010 at an event in New York.Representatives of the media were invited to attend the Microsoft Corp.announcement of the worldwide availability of Microsoft Office 2010 and Microsoft SharePoint 2010, as well as Microsoft Visio 2010 and Microsoft Project 2010, for business customers worldwide.This is an example of a ___________ public relations campaign.

Accepted Answer

A) news release 
B) news conference 
C) public service announcement 
D) promotional giveaway 
E) co-operative advertising 
A) news release 
B) news conference 
C) public service announcement 
D) promotional giveaway 
E) co-operative advertising

Question 3

One disadvantage of using newspapers as an advertising medium is their _________.

Accepted Answer

A) inability to cover local markets 
B) long lead time for ad placement 
C) relatively poor color capabilities 
D) relatively high cost 
E) a lack of noise during the communication process 
A) inability to cover local markets 
B) long lead time for ad placement 
C) relatively poor color capabilities 
D) relatively high cost 
E) a lack of noise during the communication process

Question 4

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert

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

Question 6

A retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads.Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective?

Accepted Answer

A) better reach 
B) more effective visuals 
C) ads can be saved by consumers 
D) better segmentation capability 
E) more effective in conveying complex information 
A) better reach 
B) more effective visuals 
C) ads can be saved by consumers 
D) better segmentation capability 
E) more effective in conveying complex information

Question 7

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Accepted Answer

A) advertising bot 
B) advertising spider 
C) rich media 
D) adbuster 
E) hyper ad 
A) advertising bot 
B) advertising spider 
C) rich media 
D) adbuster 
E) hyper ad

Question 8

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Accepted Answer

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

Question 9

Gross rating points (GRPs) are determined by the formula

Accepted Answer

A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) rating multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by (reach multiplied by frequency). 
A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) rating multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by (reach multiplied by frequency).

Question 10

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

Accepted Answer

A) cannot target specific audiences. 
B) is very expensive to prepare and run ads. 
C) must use picture, print, sound, and motion for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages. 
A) cannot target specific audiences. 
B) is very expensive to prepare and run ads. 
C) must use picture, print, sound, and motion for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages.

Question 11

Cooperative advertising refers to

Accepted Answer

A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expense. 
C) advertising that is paid collectively for all stores located in strip malls or other shared facilities. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research. 
A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expense. 
C) advertising that is paid collectively for all stores located in strip malls or other shared facilities. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Question 12

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

Accepted Answer

A) is the next frontier 
B) crosses all borders 
C) is the power behind change 
D) is as much a necessity as water 
E) separates the winners from the losers 
A) is the next frontier 
B) crosses all borders 
C) is the power behind change 
D) is as much a necessity as water 
E) separates the winners from the losers

Question 13

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

Accepted Answer

A) reach 
B) rating 
C) regularity 
D) incidence 
E) frequency 
A) reach 
B) rating 
C) regularity 
D) incidence 
E) frequency

Question 14

An advantage of online advertising such as offered through Google is that it is __________ and allows immediate assess of its __________.

Accepted Answer

A) objective; measurability 
B) measurable; effectiveness 
C) unbiased; impartiality 
D) detached; measurability 
E) independent; traceability 
A) objective; measurability 
B) measurable; effectiveness 
C) unbiased; impartiality 
D) detached; measurability 
E) independent; traceability

Question 15

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A) deals. 
B) rebates. 
C) samples. 
D) premiums. 
E) discounts. 
A) deals. 
B) rebates. 
C) samples. 
D) premiums. 
E) discounts.

Question 16

In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their Web site.

Accepted Answer

A) cost per thousand impressions; cost-per-click 
B) cost per thousand occurrences; cost-per-clack 
C) cost per thousand incidences; cost-per-snap 
D) cost per thousand recurrences; cost-per-lead 
E) cost per thousand frequencies; cost-per-hit 
A) cost per thousand impressions; cost-per-click 
B) cost per thousand occurrences; cost-per-clack 
C) cost per thousand incidences; cost-per-snap 
D) cost per thousand recurrences; cost-per-lead 
E) cost per thousand frequencies; cost-per-hit

Question 17

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

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 18

With respect to advertising, cost per thousand (CPM ) is defined as

Accepted Answer

A) the cost of one medium relative to the cost of other media (e.g.direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency. 
B) the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. 
C) the cost of reaching 1,000 individuals or households with the advertising message in a given medium. 
D) the cost per minute of television or radio time. 
E) the number of consumers exposed to an advertising message, in thousands. 
A) the cost of one medium relative to the cost of other media (e.g.direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency. 
B) the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. 
C) the cost of reaching 1,000 individuals or households with the advertising message in a given medium. 
D) the cost per minute of television or radio time. 
E) the number of consumers exposed to an advertising message, in thousands.

Question 19

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A) introduction 
B) harvesting 
C) maturity 
D) growth 
E) decline 
A) introduction 
B) harvesting 
C) maturity 
D) growth 
E) decline

Question 20

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A) Transit advertising is well-suited for pioneering advertising. 
B) Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route. 
C) In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being. 
E) Transit advertising is highly selective of target audience when used on regular transit routes. 
A) Transit advertising is well-suited for pioneering advertising. 
B) Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route. 
C) In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy. 
D) Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being. 
E) Transit advertising is highly selective of target audience when used on regular transit routes.

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

One disadvantage of using newspapers as an advertising medium is their _________.

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

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.

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Gross rating points (GRPs) are determined by the formula

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

Cooperative advertising refers to

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

An advantage of online advertising such as offered through Google is that it is and allows immediate assess of its .

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

In the traditional advertising model, advertisers were charged using a approach, which charged for the impressions made by an ad.Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their Web site.

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

With respect to advertising, cost per thousand (CPM ) is defined as

News conferences would most likely be used during which stage of a product's life cycle?

Which of the following statements regarding transit advertising is most accurate?

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

One disadvantage of using newspapers as an advertising medium is their _________.

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posting in you answer.Be sure to explain why marketers should pretest and posttest ad copy.

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.

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Gross rating points (GRPs) are determined by the formula

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

Cooperative advertising refers to

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states, "The need for information _________."

The owners of a small bookstore have an objective of creating awareness in the small town where they are located.Which of the following measures could be used to compare the number of different people or households exposed to an advertisement?

An advantage of online advertising such as offered through Google is that it is __________ and allows immediate assess of its __________.

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts", selling some real-life versions of products seen in episodes of the Simpsons such as Buzz Cola and Krusty-O's cereal.This form of promotion is referred to as _________.

With respect to advertising, cost per thousand (CPM ) is defined as

News conferences would most likely be used during which stage of a product's life cycle?

Which of the following statements regarding transit advertising is most accurate?

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

An advantage of online advertising such as offered through Google is that it is and allows immediate assess of its .