Question 1

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than

Accepted Answer

A) last." 
B) perfect." 
C) slow." 
D) accurate." 
E) pretty fast."

Question 2

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free.This practice is called

Accepted Answer

A) click funding. 
B) click spam. 
C) click botting. 
D) web tipping. 
E) web crawling.

Question 3

A(n)________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Accepted Answer

A) turnkey-service agency 
B) complete spectrum agency 
C) multi-service agency 
D) in-house agency 
E) full-service agency

Question 4

The Starch test uses a(n)________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Accepted Answer

A) attitude test 
B) prompted response test 
C) aided recall test 
D) inquiry test 
E) concept test

Question 5

When a company uses a(n)________,it is using its own advertising staff to provide the promotional services needed by the company.

Accepted Answer

A) intra-firm agency 
B) promotion department 
C) in-house agency 
D) full-service agency 
E) limited-service agency

Question 6

On the Internet you may find interactive ads that have drop-down menus,built-in games,or search engines to engage viewers,which are referred to as

Accepted Answer

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

Question 7

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 8

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.

Question 9

All of the following statements are true about magazines except which?

Accepted Answer

A) The magazine with the highest circulation is AARP The Magazine. 
B) Consumer interests can be difficult to translate into a magazine theme,resulting in many magazine failures each year. 
C) National publications publish regional and even metro editions to reduce wasted coverage. 
D) Most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones. 
E) Time magazine publishes both geographic and demographic editions in the United States.

Question 10

Google's mission is to

Accepted Answer

A) receive 20 billion inquiries each day. 
B) be the first company to generate $100 billion in revenues every year. 
C) be the most socially responsible company on earth. 
D) obtain corporate sustainability by the year 2020. 
E) organize the world's information and make it universally accessible and useful.

Question 11

Most advertising messages are made up of two elements,which are

Accepted Answer

A) rhetorical and persuasive. 
B) informational and persuasive. 
C) functional and creative. 
D) functional and persuasive. 
E) creative and rhetorical.

Question 12

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 7 states,"There's always more ________ out there."

Accepted Answer

A) information 
B) competition 
C) opportunity 
D) money to be made 
E) customers to serve

Question 13

The Starch test uses aided recall to determine the percentage of those who did which of these?

Accepted Answer

A) felt the ad was vague or ambiguous 
B) felt elements of the ad were inappropriate 
C) could summarize the key ad points in their own words 
D) remember seeing a specific magazine ad 
E) had already tried the product

Question 14

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...

Question 15

The average number of times a person in the target audience is exposed to an advertisement is referred to as

Accepted Answer

A) the exposure rate. 
B) GRPs. 
C) frequency. 
D) the coverage rate. 
E) CPM.

Question 16

The consumer sales promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product is referred to as

Accepted Answer

A) co-branding. 
B) a subliminal tie-in. 
C) product placement. 
D) a partnership promotion. 
E) product parallelism.

Question 17

Shaw's Dozen Rose Bouquet placed a print ad with the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

Accepted Answer

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

Question 18

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 10 states,"________ just isn't good enough."

Accepted Answer

A) Second 
B) Satisfying customers 
C) Making money 
D) Beating Apple 
E) Great

Question 19

Geico ads that use a talking gecko,or a group of robbers ordering a getaway car with an app,or a group of pigeons on a wire talking about Geico are using which type of advertising appeal?

Accepted Answer

A) reminder 
B) fear 
C) humor 
D) sex 
E) cognitive

Question 20

The three primary types of product advertisements are

Accepted Answer

A) pioneering,institutional,and informational. 
B) humor,sex,and fear. 
C) pioneering,competitive,and reminder. 
D) competitive,subliminal,and institutional. 
E) cognitive,affective,and behavioral.

Exam 18: Advertising,sales Promotion,and Public Relations