Question 1

There are four commonly-used forms of institutional advertising: __________,pioneering,competitive,and reminder.

Accepted Answer

A)  sustainable 
B)  persuasive 
C)  philanthropic 
D)  informational 
E)  advocacy 
A)  sustainable 
B)  persuasive 
C)  philanthropic 
D)  informational 
E)  advocacy E

Question 2

comparative ad

Accepted Answer

A)  reinforces previous knowledge of a product. 
B)  assures current users they made the right choice. 
C)  promotes a specific brand's features and benefits. 
D)  tells people what a product is, what it can do, and where it can be found. 
E)  shows one brand's strengths relative to those of competitors. 
A)  reinforces previous knowledge of a product. 
B)  assures current users they made the right choice. 
C)  promotes a specific brand's features and benefits. 
D)  tells people what a product is, what it can do, and where it can be found. 
E)  shows one brand's strengths relative to those of competitors. E

Question 3

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

Accepted Answer

A)  has a long exposure time. 
B)  can target general audiences. 
C)  has an unlimited amount of advertising time available. 
D)  is relatively simple to convey complex messages. 
E)  uses humor, sound, and intimacy effectively. 
A)  has a long exposure time. 
B)  can target general audiences. 
C)  has an unlimited amount of advertising time available. 
D)  is relatively simple to convey complex messages. 
E)  uses humor, sound, and intimacy effectively. E

Question 4

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

Accepted Answer

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

Question 5

CPM Marketing Dashboard
-According to the CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Accepted Answer

A)  $11. 
B)  $27. 
C)  $119. 
D)  $155. 
E)  $224. 
A)  $11. 
B)  $27. 
C)  $119. 
D)  $155. 
E)  $224.

Question 6

Red Bull Ad
-Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A)  introductory 
B)  harvest 
C)  mature 
D)  growth 
E)  decline 
A)  introductory 
B)  harvest 
C)  mature 
D)  growth 
E)  decline

Question 7

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Accepted Answer

A)  cooperative advertising. 
B)  co-branding. 
C)  a finance allowance. 
D)  a merchandise allowance. 
E)  specialty advertising. 
A)  cooperative advertising. 
B)  co-branding. 
C)  a finance allowance. 
D)  a merchandise allowance. 
E)  specialty advertising.

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)  place-based billboards 
C)  mobile signage 
D)  transit advertising 
E)  transportation advertising 
A)  mobile advertising 
B)  place-based billboards 
C)  mobile signage 
D)  transit advertising 
E)  transportation advertising

Question 9

the purchase of a Happy Meal,McDonald's offered free,collectable toys that portrayed the movie characters in Rio.These toys are an example of a __________.

Accepted Answer

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

Question 10

Got Milk? Ad
-"Got Milk?" ad shown above is an example of which type of advertising?

Accepted Answer

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

Question 11

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

Question 12

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose,are referred to as __________.

Accepted Answer

A)  jury testing 
B)  tracking tests 
C)  exposure testing 
D)  posttests 
E)  pretests 
A)  jury testing 
B)  tracking tests 
C)  exposure testing 
D)  posttests 
E)  pretests

Question 13

marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

A)  eliminate the need for any special pricing promotion. 
B)  retaliate against competitors' actions. 
C)  encourage present customers to buy more; minimize brand-switching behavior. 
D)  build business inventory. 
E)  increase product trial and provide in-store support for other promotions. 
A)  eliminate the need for any special pricing promotion. 
B)  retaliate against competitors' actions. 
C)  encourage present customers to buy more; minimize brand-switching behavior. 
D)  build business inventory. 
E)  increase product trial and provide in-store support for other promotions.

Question 14

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 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 frequency.

Question 15

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

Accepted Answer

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

Question 16

Starch Test Image
-Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad, (2)_________, (3)read any part of the ad,and (4)read at least half of the ad.

Accepted Answer

A)  felt the ad was vague or ambiguous 
B)  felt elements of the ad were inappropriate 
C)  could summarize the key ad points in their own words 
D)  saw or read any part of the ad identifying the product or brand 
E)  remembered having seen the ad before and had already tried the product 
A)  felt the ad was vague or ambiguous 
B)  felt elements of the ad were inappropriate 
C)  could summarize the key ad points in their own words 
D)  saw or read any part of the ad identifying the product or brand 
E)  remembered having seen the ad before and had already tried the product

Question 17

advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition. 
B)  the print pages are quicker and easier to use than the Internet. 
C)  they have a long life span. 
D)  they are more mobile than other information sources. 
E)  there are no delivery costs. 
A)  there is no competition. 
B)  the print pages are quicker and easier to use than the Internet. 
C)  they have a long life span. 
D)  they are more mobile than other information sources. 
E)  there are no delivery costs.

Question 18

U. S. Army Ad
-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 19

trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________.

Accepted Answer

A)  carry allowance 
B)  haulage allowance 
C)  finance allowance 
D)  case allowance 
E)  freight allowance 
A)  carry allowance 
B)  haulage allowance 
C)  finance allowance 
D)  case allowance 
E)  freight allowance

Question 20

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Accepted Answer

A)  focus groups 
B)  portfolio tests 
C)  jury tests 
D)  theater tests 
E)  performance tests 
A)  focus groups 
B)  portfolio tests 
C)  jury tests 
D)  theater tests 
E)  performance tests

Exam 18: Advertising, Sales Promotion, and Public Relations

There are four commonly-used forms of institutional advertising: __________,pioneering,competitive,and reminder.

comparative ad

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

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

CPM Marketing Dashboard -According to the CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Red Bull Ad -Reminder advertisements are especially effective for products in which stage of their product life cycle?

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

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

the purchase of a Happy Meal,McDonald's offered free,collectable toys that portrayed the movie characters in Rio.These toys are an example of a __________.

Got Milk? Ad -"Got Milk?" ad shown above is an example of which type of advertising?

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

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose,are referred to as __________.

marketers,the primary objective of a point-of-purchase display is to

Gross rating points (GRPs)are determined by the formula

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

Starch Test Image -Starch test uses aided recall to determine the percentage of those who: (1)remember seeing a specific magazine ad, (2)_________, (3)read any part of the ad,and (4)read at least half of the ad.

advantage of using the yellow pages as an advertising medium is

U. S. Army Ad -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.

trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________.

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable 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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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