Question 1

An ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n)__________.

Accepted Answer

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

Question 2

List two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 3

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

Accepted Answer

A) can target specific audiences. 
B) has a long exposure time. 
C) has a perishable message. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages.

Question 4

Advertisements basically consist of two types: __________ and __________.

Accepted Answer

A) prepurchase; postpurchase 
B) promotional; reinforcement 
C) promotional; informative 
D) product; service 
E) product; institutional

Question 5

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.

Accepted Answer

A) continuous schedule 
B) phased schedule 
C) pulse schedule 
D) turnover schedule 
E) intermittent schedule

Question 6

An ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Accepted Answer

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

Question 7

The purpose of competitive 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) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another.

Question 8

The three primary types of product advertisement are pioneering,__________,and reminder.

Accepted Answer

A) informational 
B) competitive 
C) industrial 
D) institutional 
E) subliminal

Question 9

Interactive ads that have drop-down menus,built-in games,or search engines to engage viewers are referred to as __________.

Accepted Answer

A) rich media 
B) banner ads 
C) interactive media 
D) pay-per-click ads 
E) infotainment ads

Question 10

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A) lobbying 
B) events management 
C) disclosure statement 
D) news release 
E) public service announcement

Question 11

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Accepted Answer

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

Question 12

A competitive (or persuasive)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.

Question 13

McDonald's Sales Promotion Image
-As shown in the McDonald's Sales Promotion Image above,McDonald's partners with Hasbro each year to offer a Monopoly sales promotion that involves customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board.If a set of tokens match the color-coded properties,customers will win a cash prize of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion?

Accepted Answer

A) lottery 
B) contest 
C) premium 
D) sweepstakes 
E) deal

Question 14

A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements.In addition to supplying the advertising formats,Sylvania also paid 50 percent of the cost to place the ad in the paper.Sylvania was using __________ to promote its products.

Accepted Answer

A) strategic channel partnership 
B) cooperative advertising 
C) retail publicity 
D) reseller consumer promotion 
E) manufacturer incentive advertising

Question 15

A reinforcement 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.

Question 16

The key objective of a pioneering ad is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) show one brand's strengths relative to those of competitors. 
C) inform the target market. 
D) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another.

Question 17

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 customers' preferences for color,music,and fonts based on information obtained from cookies. 
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 18

A western clothing 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 newspapers as a medium for 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

Question 19

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Accepted Answer

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

Question 20

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

Accepted Answer

The answer of Discuss the process of pretesting and posttesting...

Exam 15: Advertising, Sales Promotion, and Public Relations

An ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) __________.