Question 1

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) online ads don't often result in a "click," an action that leads to seeking more information about or purchasing of a product. 
C) pay-per-click search ads on Google are expensive and ineffective. 
D) it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. 
E) it often creates more traffic than a firm can actually handle.

Question 2

One advantage of using newspapers as an advertising medium is

Accepted Answer

A) the ability to cover national markets. 
B) the short lead time for placing an ad. 
C) excellent color graphics. 
D) minimum distraction from other features. 
E) extended life span.

Question 3

Which of the following is a trend that influences newspapers today?

Accepted Answer

A) There is a growth in online newspapers. 
B) Newspapers are enjoying increasing circulation. 
C) Newspapers are increasing the number of printed pages. 
D) More cities are increasing the number of newspapers that are available. 
E) Cheaper newsstand prices have rekindled an interest in newspapers.

Question 4

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) consumer-oriented promotions. 
C) reseller-oriented promotions. 
D) wholesaler-oriented promotions. 
E) retailer-oriented promotions.

Question 5

According to Figure 18-4 above,which firm has a 17.3% share of the Internet search?

Accepted Answer

A) Ask 
B) AOL 
C) Microsoft 
D) Yahoo! 
E) Google

Question 6

There are four commonly used forms of institutional advertising: __________,pioneering,competitive,and reminder.

Accepted Answer

A) sustainable 
B) persuasive 
C) philanthropic 
D) informational 
E) advocacy

Question 7

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously un-purchased media space,or providing Internet services are referred to as __________.

Accepted Answer

A) full-service agencies 
B) in-house agencies 
C) modified-service agencies 
D) promotional firms 
E) limited-service agencies

Question 8

In the traditional advertising model,advertisers were charged using a __________ approach,which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A) cost per thousand occurrences;cost-per-clack 
B) cost per thousand incidences;cost-per-snap 
C) cost per thousand impressions;cost-per-click 
D) cost per thousand recurrences;cost-per-lead 
E) cost per thousand frequencies;cost-per-hit

Question 9

The Bebe ad shown above is an example of which type of appeal?

Accepted Answer

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

Question 10

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A) introduction 
B) harvesting 
C) maturity 
D) growth 
E) decline

Question 11

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Accepted Answer

A) transit advertising 
B) mobile advertising 
C) motorized billboards 
D) mobile signage 
E) transportation advertising

Question 12

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

Accepted Answer

A) there is no similar competition. 
B) they are facing increasing public concern about the environmental impact of their paper-based print versions. 
C) the ads are perishable. 
D) few households with telephones have them. 
E) they have high delivery costs.

Question 13

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Accepted Answer

A) carry allowance 
B) haulage allowance 
C) finance allowance 
D) case allowance 
E) freight allowance

Question 14

Lance Armstrong and Tiger Woods lost contracts as celebrity spokespeople because they/their

Accepted Answer

A) fees were too high. 
B) changed their minds about appearing in ads,breaching their contracts. 
C) received negative public attention. 
D) the image of the firms they represented had changed,becoming inconsistent with their own. 
E) ads were not effective.

Question 15

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 16

Advertisements basically consist of two types: __________ and __________.

Accepted Answer

A) prepurchase;postpurchase 
B) promotional;reinforcement 
C) promotional;informative 
D) product;service 
E) product;institutional

Question 17

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Accepted Answer

A) posttests 
B) pretests 
C) test screenings 
D) aided recall testing 
E) sales tests

Question 18

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

Accepted Answer

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

Question 19

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Accepted Answer

A) transportation messages. 
B) public service announcements. 
C) transit advertising. 
D) public advertising. 
E) transport advertising.

Question 20

Virgin Mobile recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

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

Exam 18: Advertising, Sales Promotion, and Public Relations