Question 1

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product are commonly referred to as a _________.

Accepted Answer

A) deals 
B) tasters 
C) samples 
D) coupons 
E) premiums

Question 2

Limited-service agencies refer to

Accepted Answer

A) advertising agencies that specialize in multiple aspects of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services. 
B) advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services. 
C) the company's own advertising staff, which may provide full services or a limited range of services. 
D) advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, or buying previously un-purchased media space, with the exception of providing Internet services 
E) advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, or buying previously un-purchased media space, with the exception of providing Internet services,

Question 3

FIGURE 16-5 
-With respect to Figure 16-5 above, the pie shape labeled "A" garners the largest amount of advertising expenditures.Which of the following identifies that segment?

Accepted Answer

A) newspapers 
B) radio 
C) television 
D) direct mail 
E) magazine

Question 4

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example 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) continuity.

Question 5

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) blind ads 
C) efficacy trials 
D) matrix evaluations 
E) alternative media searches

Question 6

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers and remind them that Trice is the source for all their gift-giving needs?

Accepted Answer

A) prime time national television 
B) magazines targeted toward wealthy residents of Milwaukee 
C) radio stations targeted to the millennials 
D) flyers sent to all the Milwaukee zip codes 
E) Milwaukee regional newspapers

Question 7

Tests 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 are referred to as _________.

Accepted Answer

A) pretests 
B) posttests 
C) preliminary screenings 
D) experience testing 
E) exposure testing

Question 8

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A) deals. 
B) rebates. 
C) contests. 
D) premiums. 
E) sweepstakes.

Question 9

Method of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Accepted Answer

A) market-oriented promotions. 
B) promotional tools. 
C) public promotions. 
D) free advertising. 
E) publicity tools.

Question 10

FIGURE 16-5 
-With respect to Figure 16-5 above, the pie shape labeled "D" garners 6% of the total advertising expenditures.Which of the following identifies that segment?

Accepted Answer

A) newspapers 
B) radio 
C) television 
D) direct mail 
E) magazine

Question 11

Full-service advertising agency refers to

Accepted Answer

A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design. 
B) an advertising agency that specializes in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services. 
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. 
D) firms that are large enough to carry their own in-house advertising staff to provide all advertising services needed by the company. 
E) consulting agencies that set the advertising objectives, provides market research, media selection, copy development, and artwork, then allows the firm to put the plans into action.

Question 12

A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products.It is usually placed in a high-traffic area of the store.This type of sales promotion is referred to as _________.

Accepted Answer

A) a deal 
B) a sample 
C) a premium 
D) a point-of-purchase display 
E) a free standing insert

Question 13

The key objective of a pioneering ad is to

Accepted Answer

A) promotes a specific brand's features and benefits. 
B) tells people what a product is, what it can do, and where it can be found. 
C) shows one brand's strengths relative to those of competitors. 
D) reinforces previous knowledge of a product. 
E) promotes the advantages of one product class over another.

Question 14

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

Accepted Answer

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

Question 15

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) their ability to target specific audiences. 
B) the short lead-time needed to place an ad. 
C) their relatively high cost. 
D) the lack of noise associated with the use of magazines in the communication channel. 
E) they cause antagonism with environmentalists.

Question 16

Buyer turnover refers to

Accepted Answer

A) the amount of time between repeat purchases of a given product. 
B) the amount of time it takes each generation to enter the product life cycle. 
C) how often a consumer will try a competitive brand before returning to the original choice. 
D) how often new buyers enter the market to buy the product. 
E) the ratio of repeat purchases to advertising required.

Question 17

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 thousand recurrences 
E) Cost per thousand frequencies.

Question 18

FIGURE 16-5 
-With respect to Figure 16-5 above, the pie shape labeled "C" garners the third largest amount of advertising expenditures.Which of the following identifies that segment?

Accepted Answer

A) newspapers 
B) radio 
C) television 
D) direct mail 
E) magazine

Question 19

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

Accepted Answer

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

Question 20

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) their ability to target specific audiences. 
B) the long lead-time needed to place an ad. 
C) their extremely low cost. 
D) they cause antagonism with environmentalists. 
E) the lack of noise associated with the use of magazines in the communication channel.

Exam 16: Advertising, Sales Promotion, and Public Relations

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product are commonly referred to as a _________.

Limited-service agencies refer to

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "A" garners the largest amount of advertising expenditures.Which of the following identifies that segment?

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day.In this example Taco Bell used a sales promotion technique called

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.

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach its loyal customers and remind them that Trice is the source for all their gift-giving needs?

Tests 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 are referred to as _________.

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Method of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "D" garners 6% of the total advertising expenditures.Which of the following identifies that segment?

Full-service advertising agency refers to

A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products.It is usually placed in a high-traffic area of the store.This type of sales promotion is referred to as _________.

The key objective of a pioneering ad is to

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

One disadvantage of using magazines as an advertising medium is

Buyer turnover refers to

One of the most common measures in advertising is

FIGURE 16-5 -With respect to Figure 16-5 above, the pie shape labeled "C" garners the third largest amount of advertising expenditures.Which of the following identifies that segment?

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

One disadvantage of using magazines as an advertising medium is