Question 1

McDonald's recently offered collectible toy characters from the movie Avengers: Endgame for free with the purchase of a Happy Meal. These collectibles are an example of a

Accepted Answer

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

Question 2

When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

Accepted Answer

A)  humor 
B)  fear 
C)  sex 
D)  nostalgic 
E)  guilt

Question 3

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

Accepted Answer

The answer of Describe the three forms of product advertisements....

Question 4

Frequency in advertising refers to

Accepted Answer

A)  the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. 
B)  the total number of times an advertisement is aired on television or radio. 
C)  the average number of times a firm airs an advertisement. 
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness. 
E)  the average number of times a person in the target audience is exposed to an advertisement.

Question 5

Advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies), or providing Internet services (Internet agencies), are referred to as

Accepted Answer

A)  full-service agencies. 
B)  in-house agencies. 
C)  modified-service agencies. 
D)  functional agencies. 
E)  limited-service agencies.

Question 6

All of these are difficulties associated with creating an actual advertising message except which?

Accepted Answer

A)  Compensating actors is very expensive. 
B)  Shooting commercials in several locations for global campaigns has increased. 
C)  Replacing actors with computer-generated animation is ineffective since humans are best for developing an appeal. 
D)  Designing quality artwork, layout, and production for advertisements is time consuming. 
E)  Developing additional content for websites or online video channels is often required to complement traditional commercials.

Question 7

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Accepted Answer

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

Question 8

All of these are factors used to select a particular medium for an advertisement except which?

Accepted Answer

A)  available budget 
B)  campaign objectives 
C)  the costs of alternative media 
D)  purchase frequency 
E)  the type of product

Question 9

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing

Accepted Answer

A)  medium; effort. 
B)  exposure; costs. 
C)  rating; frequency. 
D)  rating; share. 
E)  CPM; GRP.

Question 10

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

Accepted Answer

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

Question 11

________ ads are expensive but effective: Pepsi's "More Than OK" ad led to 72,000 mentions on social media, and Amazon's "Not Everything Makes the Cut" created 15,000 "engagements" on Youtube.

Accepted Answer

A)  Reinforcement 
B)  Online 
C)  Super Bowl 
D)  Competitive 
E)  Cooperative

Question 12

Reinforcement ads are reminder ads that

Accepted Answer

A)  assure current users they made the correct choice in choosing the product. 
B)  reinforce previous knowledge of a product. 
C)  repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. 
D)  reaffirm a company's position on an issue of importance or interest. 
E)  reassure the company it has made the right choice in advertising the product.

Question 13

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

Accepted Answer

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

Question 14

Advertisements can typically be divided into two types:

Accepted Answer

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

Question 15

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)  avoid because there are too many commercial interruptions. 
B)  watch while multitasking. 
C)  watch later on a DVR. 
D)  believe are commercial-free. 
E)  have seen previously.

Question 16

An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds. This ad is using

Accepted Answer

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

Question 17

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 18

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

Accepted Answer

A)  premium. 
B)  rebate. 
C)  coupon. 
D)  deal. 
E)  product placement.

Question 19

The Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A)  800,000 readers. 
B)  2.8 million readers. 
C)  5.8 million readers. 
D)  20.8 million readers. 
E)  50.8 million readers.

Question 20

Tom Cruise wore Bausch and Lomb's Ray-Ban sunglasses in the movie Risky Business, and sales skyrocketed. The appearance of the sunglasses in the film is an example of

Accepted Answer

A)  product continuity. 
B)  subsidized advertising. 
C)  subliminal direction. 
D)  showrooming. 
E)  product placement.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers