Question 1

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication.In this example which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A) a sample 
B) a deal 
C) a premium 
D) a point-of-purchase display 
E) a introductory offer

Question 2

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

Accepted Answer

A) requires a long exposure time. 
B) cannot target specific audiences. 
C) must use picture, print, sound, and motion for effect. 
D) cannot be used to convey complex information. 
E) has an unlimited amount of advertising time available.

Question 3

Continuous scheduling would most likely be used for advertising _________.

Accepted Answer

A) bathroom cleaner 
B) fishing rods 
C) bathing suits 
D) gardening supplies 
E) children's toys

Question 4

The three primary types of product advertisement are _________.

Accepted Answer

A) pioneering, institutional, and informational 
B) informational, psychological, and reminder 
C) pioneering, competitive, and reminder 
D) competitive, persuasive, and institutional 
E) cognitive, emotional, and psychological

Question 5

A basic approach to scheduling, in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as _________.

Accepted Answer

A) sustaining 
B) dripping 
C) flighting 
D) pulsing 
E) intermittent

Question 6

Flighting schedules would most likely be used for advertising _________.

Accepted Answer

A) wood-burning stoves 
B) bathroom cleaner 
C) automobiles 
D) bottled water 
E) toothpaste

Question 7

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search, _________, classified, referral, and e-mail.

Accepted Answer

A) show 
B) track 
C) monitor 
D) explain 
E) display

Question 8

While reading the newspaper, Belinda noticed an advertisement containing manufacturer's coupons from Kodak redeemable only at Target stores.This ad is an example of

Accepted Answer

A) cooperative advertising. 
B) a merchandise allowance. 
C) parasitic promotion. 
D) a finance allowance. 
E) specialty advertising.

Question 9

The objective of a __________ is to inform a newspaper, radio station, or other medium of an idea for a story.

Accepted Answer

A) infomercial 
B) news flash 
C) news broadcast 
D) news summary 
E) news release

Question 10

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) limited-service agency 
B) full spectrum agency 
C) full-service agency 
D) multi-service agency 
E) in-house agency

Question 11

The state of 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) competitive institutional 
B) competitive product 
C) product advocacy 
D) pioneering product 
E) pioneering institutional

Question 12

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton.This ad is an example of __________ advertising.

Accepted Answer

A) reinforcement 
B) comparative 
C) persuasive 
D) informative 
E) reminder

Question 13

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

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

Question 14

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

Accepted Answer

A) has a long exposure time. 
B) can target general audiences. 
C) uses humor, sound, and intimacy effectively. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages.

Question 15

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Accepted Answer

A) AdPage 
B) AdSense 
C) AdRank 
D) AdWords 
E) AdSnap

Question 16

The three approaches to setting advertising schedules are

Accepted Answer

A) flexible, seasonal, and continuous. 
B) spontaneous, continuous, and pulsing. 
C) continuous, flighting, and pulse. 
D) continuous, seasonal, and opportunistic. 
E) incessant, intermittent, and infrequently.

Question 17

reminder, are referred to as

Accepted Answer

A) product advertisements. 
B) service advertisements. 
C) cyclical advertisements. 
D) persuasive advertisements. 
E) coordinated advertisements.

Question 18

Unlike traditional advertising, 3-D advertising is an opportunity for advertisers to

Accepted Answer

A) sell more products to consumers. 
B) immerse consumers in an experience. 
C) use subliminal messages more effectively. 
D) reduce the cost of advertising in traditional media. 
E) upsell consumers on additional products and services.

Question 19

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards are a good supplemental reinforcement for well-known products. 
B) Billboards are well-suited for pioneering advertising. 
C) Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. 
D) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E) Billboards are more effective in rural areas than in metropolitan areas.

Question 20

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as _________.

Accepted Answer

A) control testing 
B) experience tests 
C) exposure testing 
D) posttests 
E) pretests

Exam 16: Advertising, Sales Promotion, and Public Relations