Question 1

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A)  identifying the target audience. 
B)  evaluating a campaign. 
C)  designing the advertising. 
D)  pretesting the advertising. 
E)  scheduling the advertising program.

Question 2

One problem with humorous appeals is that

Accepted Answer

A)  their effectiveness may vary across cultures if used in a global campaign. 
B)  they contain no information to help consumers. 
C)  they can tarnish the image of the brand. 
D)  they do not stand out in a cluttered advertising climate. 
E)  they are usually only appropriate for millennials.

Question 3

A common publicity tool is the ________, in which representatives of the media are invited to an informational meeting and advance materials regarding the content are sent.

Accepted Answer

A)  infomercial 
B)  news release 
C)  news conference 
D)  news flash 
E)  brand briefing

Question 4

While many commercials that use humorous appeals gain the attention of the audience, they

Accepted Answer

A)  rely on celebrities so they are very expensive. 
B)  contain no information to help consumers. 
C)  rarely appeal to women. 
D)  wear out quickly, losing the interest of consumers. 
E)  don't appeal to the Generation X cohort.

Question 5

Which of these statements about inquiry tests is most accurate?

Accepted Answer

A)  In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B)  In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most requests are presumed to be the most effective. 
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E)  In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Question 6

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a ________ stock protection program.

Accepted Answer

A)  level 
B)  floor 
C)  clearance 
D)  base 
E)  hedge

Question 7

The owners of a small bar and grill want to run an ad on local radio in the small town where the business is located. Their objective is to create awareness for the restaurant among the town's consumers. Which of these measures should be used to determine how many different people will hear the advertisement?

Accepted Answer

A)  reach 
B)  ranking 
C)  GRPs 
D)  CPM 
E)  frequency

Question 8

Which of these is one of the forms of institutional advertising?

Accepted Answer

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

Question 9

Information and persuasive content can be combined to form which common advertising appeals?

Accepted Answer

A)  sex, fear, and humor appeals 
B)  guilt, financial risk, and self-esteem appeals 
C)  joy, fear, and self-worth appeals 
D)  demographic, psychographic, and lifestyle appeals 
E)  gender, ethnicity, and reference group appeals

Question 10

An ad for Citrucel fiber supplement claimed that in a blind taste test, consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ advertising.

Accepted Answer

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

Question 11

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Accepted Answer

A)  frequency. 
B)  CPM. 
C)  reach. 
D)  rating. 
E)  gross rating points.

Question 12

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

A)  a competitive institutional advertisement. 
B)  a competitive product advertisement. 
C)  a reminder institutional advertisement. 
D)  an advocacy institutional advertisement. 
E)  a pioneering institutional advertisement.

Question 13

All of these are examples of posttests except which?

Accepted Answer

A)  inquiry test 
B)  sales test 
C)  attitude test 
D)  unaided recall test 
E)  jury test

Question 14

Taco Bell introduced its Doritos Locos Tacos by giving away millions of free tacos. Taco Bell used a sales promotion technique called

Accepted Answer

A)  a self-liquidating premium. 
B)  a special deal. 
C)  a rebate. 
D)  sampling. 
E)  product placement.

Question 15

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)  a merchandise deal. 
B)  a product enhancement. 
C)  a loyalty program. 
D)  retail positioning. 
E)  experiential decoding.

Question 16

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

Accepted Answer

A)  has a short exposure time. 
B)  is a low-cost medium. 
C)  has an unlimited amount of advertising time available. 
D)  can be used to convey complex messages. 
E)  can use sight, sound, and motion.

Question 17

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

Accepted Answer

A)  has a short exposure time. 
B)  cannot target specific audiences. 
C)  must use print for effect. 
D)  has a limited amount of advertising time available. 
E)  is not effective for conveying simple messages.

Question 18

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 19

One disadvantage of using the Internet as an advertising medium is that

Accepted Answer

A)  as a relatively new medium, it has attracted limited use. 
B)  it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. 
C)  it can be complicated with many search, display, and payment options. 
D)  it often creates more traffic than a firm can actually handle. 
E)  pay-per-click search ads on Google are expensive and ineffective.

Question 20

The most popular loyalty programs today are ________ reward programs.

Accepted Answer

A)  fast-food 
B)  airline travel 
C)  hotel accommodations 
D)  credit card 
E)  grocery store items

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