Question 1

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

Accepted Answer

A)  marketing channels. 
B)  brand extensions. 
C)  services from small provides. 
D)  complex ideas. 
E)  fad products.

Question 2

Comparative advertisements

Accepted Answer

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

Question 3

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A)  deceptive advertising. 
B)  click fraud. 
C)  web-tipping. 
D)  click-theft. 
E)  click-botting.

Question 4

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Accepted Answer

A)  aided recall tests. 
B)  unaided recall tests. 
C)  attitude tests. 
D)  sales tests. 
E)  inquiry tests.

Question 5

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

Accepted Answer

A)  reach. 
B)  frequency. 
C)  costs. 
D)  ratings. 
E)  appeal.

Question 6

Which of these is a publicity tool?

Accepted Answer

A)  point-of-purchase display 
B)  merchandise allowance 
C)  news conference 
D)  sweepstakes 
E)  cooperative advertising

Question 7

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Accepted Answer

A)  continuous schedule. 
B)  flighting schedule. 
C)  pulse schedule. 
D)  phased schedule. 
E)  constant schedule.

Question 8

Advertising refers to

Accepted Answer

A)  any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
B)  any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. 
C)  any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. 
D)  any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E)  any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Question 9

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

Accepted Answer

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

Question 10

The key objective of competitive advertising is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found. 
B)  show a brand's values and history. 
C)  reinforce previous knowledge of a product. 
D)  promote the advantages of one product class over another. 
E)  persuade the target market to select the firm's brand rather than that of a competitor.

Question 11

A form of click fraud is called PTR, which is an acronym for

Accepted Answer

A)  Paid-to-Read. 
B)  Ping-to-Read. 
C)  Profit-to-Read. 
D)  Place-to-Read. 
E)  Priced-to-Read.

Question 12

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

Accepted Answer

A)  click spiders 
B)  click bots 
C)  click spam 
D)  click bait 
E)  click tippers

Question 13

Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of

Accepted Answer

A)  transit advertising. 
B)  mobile advertising. 
C)  motorized billboards. 
D)  mobile signage. 
E)  transportation advertising.

Question 14

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of

Accepted Answer

A)  remote media. 
B)  social network advertising. 
C)  place-based media. 
D)  advocacy advertising. 
E)  cooperative advertising.

Question 15

The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A)  legislation. 
B)  self-regulation. 
C)  business practice. 
D)  business ethics. 
E)  government regulation.

Question 16

All of these statements are true about using humorous appeals in advertising except which?

Accepted Answer

A)  Humorous content automatically improves the reach of an advertisement. 
B)  Some studies suggest that humor wears out quickly, losing the interest of consumers. 
C)  Humor's effectiveness may vary across cultures if used in a global campaign. 
D)  The use of humor is widespread in advertising and can be found in many product categories. 
E)  Advertisers believe that humor improves the effectiveness of their ads.

Question 17

When a ________ is offered on lower-priced items as a sales promotion, the time and trouble of mailing in a proof of purchase to get the check often means that many buyers never take advantage of it.

Accepted Answer

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

Question 18

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.

Question 19

Messages on the interior and exterior of buses, subway cars, light-rail cars, and taxis are referred to as

Accepted Answer

A)  transportation messaging. 
B)  public service announcements. 
C)  transit advertising. 
D)  public advertising. 
E)  vehicular advertising.

Question 20

Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.

Accepted Answer

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

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