Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a __________ to measure the effectiveness of its ads.

Accepted Answer

A) lottery 
B) contest 
C) premium 
D) sweepstakes 
E) deal

Question 4

FIGURE 16-4 
-is an example of which type of appeal?

Accepted Answer

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

Question 5

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

Accepted Answer

A) the ads are much more elaborate. 
B) the TV stations know the advertisers will pay more. 
C) the number of viewers is growing. 
D) the ad agencies have dramatically increased their fees. 
E) companies that run Super Bowl ads do not have to run any other ads all year long.

Question 6

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

Accepted Answer

A) minimizing ad redundancy. 
B) minimizing ad boredom. 
C) minimizing ad costs. 
D) minimizing ad inconsistency. 
E) minimizing ad distractions.

Question 7

When the office of National Drug Control Policy ran an ad with the headline: "Marijuana Harmless?" and the statement "Didn't see merging truck" it was using which type of ad appeal?

Accepted Answer

A) reminder 
B) advocacy 
C) guilt 
D) fear 
E) sex

Question 8

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) _________.

Accepted Answer

A) organizational allowance 
B) merchandise allowance 
C) manufacturer's enhancement 
D) finance allowance 
E) case allowance

Question 9

who read any part of the ad (read some), and who read at least half of the ad (read most).

Accepted Answer

A) who felt the ad was vague or ambiguous 
B) who felt elements of the ad were inappropriate 
C) who could summarize the key ad points in their own words 
D) who saw or read any part of the ad identifying the product or brand (seen-associated) 
E) who remembered having seen the ad before and had already tried the product

Question 10

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as _________.

Accepted Answer

A) advertorials 
B) infomercials 
C) intrusionaries 
D) advocacy ads 
E) missionary ads

Question 11

One of the most common measures in advertising is cost per thousand impressions (CPM).The CPM is calculated as follows:

Accepted Answer

A) Cost per thousand impressions = Advertising cost ($) / Impressions generated (in 100s). 
B) Cost per thousand impressions = Total net revenue ($) / Impressions generated in 1000s). 
C) Cost per thousand impressions = Total gross revenue ($) / Impressions generated (in 1000s). 
D) Cost per thousand impressions = Advertising cost ($) / Impressions generated (in 1000s). 
E) Cost per thousand impressions = Advertising cost ($) / Impressions generated (in 500s).

Question 12

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________ sales promotion.

Accepted Answer

A) deal 
B) premium 
C) rebate 
D) coupon 
E) sample

Question 13

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) there is no need to segment markets. 
B) messages are automatically translated into multiple languages. 
C) Internet advertising can use rich media to create interactive ads. 
D) there are no real costs except computers used for initial encoding. 
E) it is relatively simple to run national online campaign across multiple sites.

Question 14

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A) financial goals 
B) time constraints 
C) pricing constraints 
D) target audiences 
E) promotion objectives

Question 15

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A) inability to cover local markets. 
B) long lead time for ad placement. 
C) long life span. 
D) relatively high cost. 
E) competition for reader attention with other features in the newspaper.

Question 16

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and _________.

Accepted Answer

A) differentiation 
B) philanthropic 
C) reminder 
D) persuasive 
E) informational

Question 17

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The answer of A new sandwich shop has opened just...

Question 18

When students graduate from college, Ford often offers them a __________ of $500 when they purchase or lease a Ford or Lincoln-Mercury vehicle.

Accepted Answer

A) premium 
B) deal 
C) coupon 
D) rebate 
E) student incentive

Question 19

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Accepted Answer

A) trade-oriented sales promotions. 
B) encoding promotional tools. 
C) manufacturer's promotions. 
D) consumer promotions. 
E) sales promotions.

Question 20

As a subscriber to Fitness magazine, Kelly was asked by a researcher, which ads she remembered seeing in the most recent issue of the magazine.Then she was asked questions about the content and appearance of the ads she remembered.The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A) inquiry testing 
B) concept testing 
C) unaided recall 
D) portfolio testing 
E) aided recall

Exam 16: Advertising, Sales Promotion, and Public Relations