Question 1

Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a(n)advertisement.

Accepted Answer

A) pioneering product 
B) competitive product 
C) competitive institutional 
D) advocacy

Question 2

Which type of sales promotion is demonstrated by the following example: "By redeeming this you will receive 25 cents off your next purchase of Jolly Green Giant lima beans"?

Accepted Answer

A) Sample 
B) Coupons 
C) Deal 
D) Rebate

Question 3

Which of the following statements about unaided recall post-tests is true?

Accepted Answer

A) With unaided recall post-tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) Unaided recall post-tests involve studies such as controlled experiments and consumer purchase tests. 
C) In an unaided recall post-test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
D) With unaided recall post-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.

Question 4

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Accepted Answer

A) a premium 
B) a deal 
C) a rebate 
D) a contest

Question 5

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

Accepted Answer

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

Question 6

The ad advised readers to "Try your skill at using our cream cheese to create an exciting new recipe and you may be the winner of a trip for two to Hawaii." This ad was promoting a:

Accepted Answer

A) contest. 
B) premium. 
C) sweepstake. 
D) deal.

Question 7

An advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production is known as a:

Accepted Answer

A) full-service agency 
B) full-spectrum agency 
C) limited-service agency 
D) multi-service agency

Question 8

Recent research suggests that recency might be more appropriate than________ in advertising given that typical models based on________ may be flawed.

Accepted Answer

A) reach, reach 
B) rating, rating 
C) past performance, past performance 
D) frequency, frequency

Question 9

All of the following are true statements about print and digital magazines, EXCEPT:

Accepted Answer

A) digital editions are offering significant advantages for mobile readers. 
B) magazines have excellent local reach potential. 
C) printed magazines are the number-one choice for magazine readers. 
D) digital magazines are the number-one choice for magazine readers.

Question 10

The use of Michael Jordan in Hanes underwear commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

Accepted Answer

A) a celebrity spokesperson. 
B) an appeal to pride. 
C) a sex appeal. 
D) a snob appeal.

Question 11

The purpose of an advocacy advertisement is to

Accepted Answer

A) reinforce previous knowledge of a product. 
B) tell people what a company is, what it can do, and where it is located. 
C) promote a specific brand's features and benefits. 
D) state the position of a company on an issue.

Question 12

The speed with which buyers forget about a brand if advertising is NOT seen is called:

Accepted Answer

A) the forgetting rate. 
B) the frequency rate. 
C) brand awareness rate. 
D) buyer turnover.

Question 13

One reason for using outdoor advertising is:

Accepted Answer

A) its high costs. 
B) its local market focus. 
C) its lack of visibility. 
D) very little traffic restrictions.

Question 14

Information and persuasive content can be combined to form:

Accepted Answer

A) guilt and enrichment appeals. 
B) sex, fear, and humorous appeals. 
C) hierarchical need satisfiers. 
D) perceptual modifiers and need enhancers.

Question 15

Programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are known as:

Accepted Answer

A) Cooperative advertising programs 
B) Trade promotion programs 
C) Cause-related marketing programs 
D) Consumer promotion programs

Question 16

A two-hour-made-for-TV movie shows three advertisements for the new Ford Focus Hybrid at $10,000 per ad. The show is watched by 100,000 people across the country. The advertiser calculates the gross rating points and finds it is:

Accepted Answer

A) 100,000 
B) 33,333 
C) 300,000 
D) 30,000

Question 17

Flighting schedules would most likely be used for advertising:

Accepted Answer

A) wood-burning stoves. 
B) automobiles. 
C) toys. 
D) bottled water.

Question 18

Trade-oriented sales promotions are:

Accepted Answer

A) methods used to get a non-personal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences, and public service announcements. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) sales tools directed to wholesalers, retailers, or distributors used to support a company's advertising and personal selling. 
D) advertisements that show actual consumers using the product.

Question 19

Outdoor billboard advertising is becoming more advanced. For example, a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

Accepted Answer

A) control the lighthouse's light with their smartphones 
B) climb to the top and view Yonge Street 
C) watch a video of the ocean on their phone 
D) tune their radio to hear ocean sounds

Question 20

Describe how advanced electronics such as VR and mobile advertising will impact the advertising industry.

Accepted Answer

The answer of Describe how advanced electronics such as VR...

Exam 17: Advertising, Sales Promotion, and Public Relations

Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a(n) advertisement.