Question 1

Which of the following statements about online advertising is MOST ACCURATE?

Accepted Answer

A) It is easier to measure the impact of online advertising than other media. 
B) Although annoying,click fraud and webtipping are not causing real financial damage. 
C) Although popular with the younger generation,few Baby Boomers order online. 
D) Standards for the various formats used online are still evolving. 
E) One way online companies benefit is through employing PTR in order to increase site traffic.

Question 2

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One)promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

A) a deal 
B) a contest 
C) a premium 
D) a rebate 
E) a sample

Question 3

When a company uses a(n)__________,it is using its own advertising staff to provide the advertising 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 4

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) online ads almost always result in a "click," an action that leads to the purchasing of a product.

Question 5

Consumer-oriented sales promotions refer to

Accepted Answer

A) sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a nonpersonal,indirectly paid presentation of a company or its products. 
D) advertisements that show actual consumers using the product. 
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers,retailers,or distributors.

Question 6

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) jury testing 
B) tracking tests 
C) exposure testing 
D) posttesting 
E) pretesting

Question 7

The Starch test shown above is an example of a(n)

Accepted Answer

A) sales test 
B) unaided recall test 
C) aided recall test 
D) inquiry test 
E) concept test

Question 8

What is a product placement? What is a reverse product placement?

Accepted Answer

The answer of What is a product placement? What is...

Question 9

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)__________.

Accepted Answer

A) sales test 
B) jury test 
C) theater test 
D) attitude test 
E) portfolio test

Question 10

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 one brand's strengths relative to those of competitors. 
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 11

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Accepted Answer

A) focus groups 
B) portfolio tests 
C) jury tests 
D) theater tests 
E) performance tests

Question 12

List and briefly describe the four forms of institutional advertising.

Accepted Answer

The answer of List and briefly describe the four forms...

Question 13

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

Question 14

A sales promotion prominently displayed in a store aisle is called a(n)__________ display.

Accepted Answer

A) seasonal 
B) automated 
C) interactive 
D) point-of-purchase 
E) product sampling

Question 15

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Accepted Answer

A) special occasion 
B) subliminal 
C) reminder 
D) pioneering 
E) comparative

Exam 18: Advertising, Sales Promotion, and Public Relations