Question 1

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) their short life span. 
B) they are used more than 150 billion times annually. 
C) the print pages are quicker and easier to use than the Internet. 
D) they are more mobile than other information sources. 
E) they are available 24 hours a day 365 days per year.

Question 2

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

Accepted Answer

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

Question 3

In television or radio advertising, rating refers to

Accepted Answer

A) the number of different people or households exposed to an advertisement and then buy the offering that was advertised. 
B) the average number of times a person in the target audience is exposed to a message or advertisement. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives. 
E) the percentage points of market share a firm garners for its advertisements relative to its competitors.

Question 4

One of the most common measures in advertising is

Accepted Answer

A) cost per thousand impressions. 
B) cost per thousand occurrences. 
C) cost per thousand incidences. 
D) cost per million impressions. 
E) cost per thousand frequencies.

Question 5

One advantage of using billboards as an advertising medium is

Accepted Answer

A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it is especially suited for persuasive advertisements. 
E) it has high visibility.

Question 6

The purpose of reminder 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) bring the company's name to the attention of the target market again. 
E) promote the advantages of one product class over another.

Question 7

One disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A) there is no similar competition. 
B) the ads are perishable. 
C) few households with telephones have them. 
D) they have high delivery costs. 
E) they are difficult to keep up to date.

Question 8

Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers

Accepted Answer

A) double or triple the face value of a coupon as the prize. 
B) a free sample of the firm's product as the prize. 
C) an "experience" as the prize. 
D) a cash rebate for the purchase of the firm's product as the prize. 
E) a BuyOneGetOne (BOGO) deal as the prize.

Question 9

Pretest refers to a

Accepted Answer

A) test conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. 
B) test conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. 
C) test conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. 
D) test conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. 
E) sample ad campaign submitted by competing advertising agencies before receiving a formal contract for that account.

Question 10

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience

Accepted Answer

A) gender. 
B) education. 
C) income. 
D) ethnicity. 
E) occupation.

Question 11

A recent Samsung Galaxy S III ad highlighted the advantages of its smart phone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?

Accepted Answer

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

Question 12

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 13

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Accepted Answer

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

Question 14

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 15

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 6 states, "You can make money without

Accepted Answer

A) an MBA." 
B) doing evil." 
C) compromising ethics." 
D) cheating the other guy." 
E) working 24/7."

Question 16

If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Accepted Answer

A) $1.00 
B) $2.00 
C) $2.50 
D) $4.00 
E) $5.00

Question 17

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

A) pretests 
B) double blind tests 
C) efficacy trials 
D) aided recall tests 
E) sales tests

Question 18

One disadvantage of using the Internet as an advertising medium is

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) the effectiveness of online advertising is still uncertain. 
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 19

Yellow pages publishers are facing increasing public concern about

Accepted Answer

A) the competition among directories. 
B) the lack of online yellow pages. 
C) the difficulty of keeping the ads up-to-date. 
D) the environmental impact of the directories. 
E) privacy.

Question 20

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Accepted Answer

A) lobbying 
B) events management 
C) disclosure statement 
D) news release 
E) public service announcement

Exam 18: Advertising Sales Promotion and Public Relations