Question 1

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)  scope.
B)  share.
C)  CPM.
D)  rating.
E)  reach.F) B) and E)
G) None of the above

Question 2

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts,(2) __________,and (3) training of distributor's salesforces.

Accepted Answer

A)  reminder advertising
B)  cooperative advertising
C)  pioneering advertising
D)  competitive advertising
E)  comparative advertisingF) A) and E)
G) All of the above

Question 3

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A)  differentiation
B)  persuasive
C)  prospecting
D)  awareness
E)  informationalF) A) and B)
G) B) and C)

Question 4

Pretests refer to

Accepted Answer

A)  tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)  tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)  tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)  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.
E)  sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.F) B) and D)
G) None of the above

Question 5

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and composition.

Accepted Answer

Advertising programs can range from comp...

Question 6

What is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 7

All of the following statements are true about coupons EXCEPT:

Accepted Answer

A)  coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons.
B)  coupons are often less expensive than the face value of the coupon.
C)  the number of coupons generated at Internet sites and on mobile phones has been increasing.
D)  online coupons only account for a small percentage of total coupon redemptions.
E)  most coupons are distributed as freestanding inserts in newspapers.F) A) and C)
G) A) and E)

Question 8

In planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  trade announcement
B)  news release
C)  infomercial
D)  news conference
E)  public trade announcementF) A) and B)
G) A) and C)

Question 9

While many commercials that use sex appeals gain the attention of the audience,they

Accepted Answer

A)  do not always lead to changes in consumers' recall,recognition,or purchase intent.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly,boring the consumer.
E)  don't appeal to the Generation Y cohort.F) All of the above
G) C) and D)

Question 10

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  it has video and audio capabilities similar to television.
C)  there are no real costs except computers used for initial encoding.
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)  messages are automatically translated into multiple languages.F) C) and D)
G) All of the above

Question 11

Recently,McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal.These toys are an example of a __________.

Accepted Answer

A)  deal
B)  premium
C)  rebate
D)  coupon
E)  sampleF) B) and D)
G) A) and C)

Question 12

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Accepted Answer

A)  publicity
B)  sales promotion
C)  advertising
D)  personal selling
E)  direct marketingF) A) and C)
G) A) and E)

Question 13

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 14

-The Candie's ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  advocacy
E)  guiltF) A) and E)
G) None of the above

Question 15

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Accepted Answer

A)  the exposure rate
B)  GRPs
C)  frequency
D)  the hit rate
E)  CPMF) A) and B)
G) A) and C)

Question 16

Figure 15-1B
-With respect to Figure 15-1B above,the pie "slice" labeled "C," or __________,has 8% of the total advertising expenditures.

Accepted Answer

A)  newspapers
B)  radio
C)  television
D)  direct mail
E)  magazinesF) B) and C)
G) A) and D)

Question 17

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Accepted Answer

A)  finance allowance
B)  promotional allowance
C)  merchandise allowance
D)  slotting fee
E)  failure feeF) D) and E)
G) None of the above

Question 18

All of the following are alternative forms of institutional advertisements EXCEPT:

Accepted Answer

A)  competitive
B)  public service
C)  reminder
D)  pioneering
E)  advocacyF) A) and D)
G) A) and E)

Question 19

-According to the CPM Marketing Dashboard above,the CPM for USA Today would be approximately

Accepted Answer

A)  $16.
B)  $31.
C)  $122.
D)  $160.
E)  $199.F) A) and D)
G) All of the above

Question 20

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A)  takes a relatively short time to read.
B)  incorporates four-color graphics too frequently.
C)  usually has little competition with other media features.
D)  is quickly replacing television advertising.
E)  is perceived to be more trustworthy,inspirational,and engaging than other media.F) B) and C)
G) C) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

All of the following statements are true about coupons EXCEPT:

Correct AnswerverifiedShow Answer

Figure 15-1B -With respect to Figure 15-1B above,the pie "slice" labeled "C," or __________,has 8% of the total advertising expenditures.

Correct AnswerverifiedShow Answer

The number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

While many commercials that use sex appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

Recent studies comparing advertising in different media suggest that magazine advertising

Correct AnswerverifiedShow Answer

All of the following are alternative forms of institutional advertisements EXCEPT:

Correct AnswerverifiedShow Answer

What is the difference between a contest and a sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Correct AnswerverifiedShow Answer

-According to the CPM Marketing Dashboard above,the CPM for USA Today would be approximately

Correct AnswerverifiedShow Answer

Recently,McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal.These toys are an example of a __________.

Correct AnswerverifiedShow Answer

In planning and obtaining publicity,a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and composition.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

-The Candie's ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1) allowances and discounts,(2) __________,and (3) training of distributor's salesforces.

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasional elements.These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act.Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Pretests refer to

Correct AnswerverifiedShow Answer

Another name for pioneering advertising is __________ advertising.

Correct AnswerverifiedShow Answer

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct AnswerverifiedShow Answer

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A contest requires consumers to apply th...
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Advertising programs can range from comp...
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Fear appeals suggest to the consumer tha...
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