Question 1

What is cooperative advertising?

Accepted Answer

The answer of What is cooperative advertising?...

Question 2

Coupons, sweepstakes, and samples are examples of:

Accepted Answer

A)  channel promotions.
B)  manufacturer's promotions.
C)  consumer-oriented sales promotions.
D)  trade promotions.E) A) and B)
F) A) and C)

Question 3

What type of sales promotion is McDonald's using when it sells drinking glasses commemorating the 100th birthday of Walt Disney to consumers who also purchase a 'Happy Meal'?

Accepted Answer

A)  a premium
B)  a deal
C)  a coupon
D)  a rebateE) B) and C)
F) A) and C)

Question 4

With the growing trend of online television, including pirated sites offering illegal video downloads, how do you think rating companies, such as Nielson Rating, will be affected?

Accepted Answer

The answer of With the growing trend of online television,...

Question 5

Publicity tools are:

Accepted Answer

A)  methods used to get a non-personal, directly paid presentation of a company or its products; examples are news releases, news conferences, and public service announcements.
B)  short-term inducements of value offered to arouse interest in buying a good or service.
C)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
D)  methods of obtaining non-personal presentation of an organization, good, or service without direct cost.E) A) and B)
F) A) and C)

Question 6

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Accepted Answer

A)  10
B)  30
C)  40
D)  20E) A) and B)
F) A) and C)

Question 7

For marketers, the primary objective of a point-of-purchase display is to:

Accepted Answer

A)  encourage present customers to buy more; minimize brand switching behaviour.
B)  eliminate the need for any special pricing promotion.
C)  increase trial and retaliate against competitors' actions.
D)  increase product trial and provide in-store support for other promotions.E) A) and C)
F) All of the above

Question 8

When Lenovo computers pays half the shipping costs that Best Buy incurs when picking up ten skids of new computers from Lenovo's warehouse, Lenovo is offering a:

Accepted Answer

A)  merchandise allowance
B)  finance allowance
C)  case allowance
D)  promotional allowanceE) C) and D)
F) None of the above

Question 9

The average Canadian watche_________s hours of TV per week.

Accepted Answer

A)  30
B)  40
C)  20
D)  10E) None of the above
F) A) and B)

Question 10

Describe the objectives of institutional advertising. List and briefly define the four forms of institutional advertising.

Accepted Answer

The answer of Describe the objectives of institutional advertising. List...

Question 11

Shur-Valu Supermarkets changes its ads constantly to describe new products it has for sale and different price specials it offers. Which medium would be the least logical choice for placement of its messages?

Accepted Answer

A)  direct mail
B)  magazines
C)  radio
D)  billboard (outdoor) E) B) and C)
F) A) and D)

Question 12

Which of the following is a type of post-test used for advertising messages?

Accepted Answer

A)  theatre tests
B)  jury tests
C)  portfolio tests
D)  sales testsE) B) and D)
F) C) and D)

Question 13

According to the text, which of the following types of media garners the largest amount of advertising expenditures?

Accepted Answer

A)  radio
B)  Online
C)  newspapers
D)  televisionE) All of the above
F) A) and C)

Question 14

All of the following are advantages of user-generated content, except:

Accepted Answer

A)  user-generated content is only useful for service oriented products (like tax-returns) 
B)  allow the user to create the content themselves, and then sponsor that content and allow it to be shared with others online
C)  sponsor an actual contest encouraging the user to create media
D)  simply advertise on user-generated content sites, such as YouTubeE) All of the above
F) B) and D)

Question 15

Oculus Rift manufactures wearable:

Accepted Answer

A)  virtual reality headset.
B)  motion detector devices.
C)  interactive smart watches.
D)  video glasses.E) A) and C)
F) B) and D)

Question 16

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of non-traditional advertising options - in airports, doctors' offices, health clubs, or theatres - called:

Accepted Answer

A)  product placements.
B)  place-based media.
C)  electronic advertising.
D)  invasive placements.E) All of the above
F) B) and C)

Question 17

The primary purpose of a competitive advertisement is to:

Accepted Answer

A)  reinforce previous knowledge of a product.
B)  promote a specific brand's features and benefits.
C)  tell people what a product is, what it can do, and where it can be found.
D)  show one brand's strengths relative to those of competitors.E) B) and C)
F) A) and D)

Question 18

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser, the next time that user logs in, they see a banner ad for Air Canada Vacations and Air Canada
Flights. This is an example of online:

Accepted Answer

A)  personal intrusion
B)  following ads
C)  advertising customization
D)  behavioural advertisingE) A) and B)
F) None of the above

Question 19

The use of Sidney Crosby as a spokesperson in Gatorade and Reebok commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

Accepted Answer

A)  a sex appeal.
B)  a snob appeal.
C)  an appeal to pride.
D)  a celebrity spokesperson.E) B) and D)
F) A) and C)

Question 20

The use of Don Cherry as a spokesperson for organ donation awareness for the Kidney Foundation of Canada rather than an unknown model is an example of a very popular form of advertising today - the use of:

Accepted Answer

A)  an appeal to pride.
B)  a snob appeal.
C)  a celebrity spokesperson.
D)  a sex appeal.E) A) and B)
F) A) and C)

Exam 17: Advertising, Sales Promotion, and Public Relations

The use of Sidney Crosby as a spokesperson in Gatorade and Reebok commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

Correct AnswerverifiedShow Answer

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser, the next time that user logs in, they see a banner ad for Air Canada Vacations and Air Canada Flights. This is an example of online:

Correct AnswerverifiedShow Answer

All of the following are advantages of user-generated content, except:

Correct AnswerverifiedShow Answer

Coupons, sweepstakes, and samples are examples of:

Correct AnswerverifiedShow Answer

Shur-Valu Supermarkets changes its ads constantly to describe new products it has for sale and different price specials it offers. Which medium would be the least logical choice for placement of its messages?

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to:

Correct AnswerverifiedShow Answer

Publicity tools are:

Correct AnswerverifiedShow Answer

Describe the objectives of institutional advertising. List and briefly define the four forms of institutional advertising.

Correct AnswerverifiedShow Answer

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of non-traditional advertising options - in airports, doctors' offices, health clubs, or theatres - called:

Correct AnswerverifiedShow Answer

According to the text, which of the following types of media garners the largest amount of advertising expenditures?

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a point-of-purchase display is to:

Correct AnswerverifiedShow Answer

Oculus Rift manufactures wearable:

Correct AnswerverifiedShow Answer

When Lenovo computers pays half the shipping costs that Best Buy incurs when picking up ten skids of new computers from Lenovo's warehouse, Lenovo is offering a:

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedShow Answer

The average Canadian watche_________s hours of TV per week.

Correct AnswerverifiedShow Answer

Which of the following is a type of post-test used for advertising messages?

Correct AnswerverifiedShow Answer

With the growing trend of online television, including pirated sites offering illegal video downloads, how do you think rating companies, such as Nielson Rating, will be affected?

Correct AnswerverifiedShow Answer

What type of sales promotion is McDonald's using when it sells drinking glasses commemorating the 100th birthday of Walt Disney to consumers who also purchase a 'Happy Meal'?

Correct AnswerverifiedShow Answer

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

Correct AnswerverifiedShow Answer

The use of Don Cherry as a spokesperson for organ donation awareness for the Kidney Foundation of Canada rather than an unknown model is an example of a very popular form of advertising today - the use of:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified