Question 1

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  inform people what a company is, what it can do, and where it is located.
C)  state the position of a company on an issue.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) B) and E)
G) B) and C)

Question 2

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper)  is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper)  is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine)  is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine)  is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television)  is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the HIGHEST CPM?

Accepted Answer

A)  The Wall Street Journal
B)  U.S.A. Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) A) and E)
G) A) and B)

Question 3

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A)  exposure tests
B)  performance tests
C)  unaided recall
D)  jury tests
E)  comparison testsF) C) and D)
G) A) and D)

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)  that rich media can be used 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.F) A) and C)
G) B) and E)

Question 5

When people outside the target market for the product see a firm's advertisement, it is referred to as __________.

Accepted Answer

A)  wasted coverage
B)  media divergence
C)  dual exposure
D)  over-exposure
E)  advertising spill-overF) C) and E)
G) C) and D)

Question 6

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products that are classified as shopping goods
B)  new products
C)  commodity products like salt, sugar, and baking soda
D)  products that are perishable
E)  products that are classified as specialty goodsF) B) and D)
G) None of the above

Question 7

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.F) A) and B)
G) A) and C)

Question 8

With respect to advertising, CPM is defined as

Accepted Answer

A)  the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor) , each of which are divided by the multiple of their respective reach and frequency.
B)  the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C)  the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D)  the cost per minute of television or radio airtime.
E)  the number of consumers exposed to an advertising message, in thousands.F) C) and D)
G) A) and D)

Question 9

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________."

Accepted Answer

A)  is the next frontier
B)  is the power behind change
C)  is insatiable
D)  separates the winners from the losers
E)  crosses all bordersF) B) and E)
G) A) and D)

Question 10

Product placement refers to

Accepted Answer

A)  the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
B)  the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C)  the placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D)  the use of a brand-name product in a movie, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.
E)  a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.F) A) and D)
G) B) and E)

Question 11

Google developed two business practice tools __________ and __________ to (1)  help advertisers create ads and (2)  help content providers generate advertising revenue.

Accepted Answer

A)  AdWords; AdSense
B)  AdPage; AdSense
C)  AdLeaf; AdCall
D)  AdFolio; AdSummon
E)  AdRank; AdTagF) B) and D)
G) B) and C)

Question 12

Advertisers are excited about online TV because

Accepted Answer

A)  ads look better on high definition (H
D)   computer screens.
B)  it will offer target audiences who are engaged.
C)  there will be more advertising space available.
D)  it uses old technology so investment is minimal.
E)  measuring TV viewership will be easier.F) A) and C)
G) B) and C)

Question 13

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) A) and B)
G) B) and E)

Question 14

-According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Accepted Answer

A)  $35.
B)  $121.
C)  $132.
D)  $165.
E)  $209.F) A) and E)
G) C) and D)

Question 15

Frequency refers to

Accepted Answer

A)  the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
B)  the total number of times an advertisement is aired on television or radio.
C)  the average number of times a firm airs an advertisement.
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)  the average number of times a person in the target audience is exposed to an advertisement.F) B) and C)
G) None of the above

Question 16

Which of the following factors is LEAST relevant when selecting a particular medium for an advertisement?

Accepted Answer

A)  available budget.
B)  campaign objectives.
C)  the costs of alternative media.
D)  the message content.
E)  the type of product.F) D) and E)
G) All of the above

Question 17

Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Accepted Answer

A)  PageLeaf
B)  PageFolio
C)  PageRank
D)  PageCall
E)  PageTagF) B) and E)
G) None of the above

Question 18

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their long life span.
B)  the excellent use of color graphics.
C)  ads can be clipped and saved.
D)  quick consumer response.
E)  limited distraction from other features.F) A) and B)
G) A) and C)

Question 19

Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Accepted Answer

A)  trade-oriented sales promotions
B)  manufacturers' promotions
C)  channel promotions
D)  consumer-oriented sales promotions
E)  reseller promotionsF) A) and E)
G) A) and D)

Question 20

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Accepted Answer

A)  revenues; costs
B)  exposure; costs
C)  rating; frequency
D)  rating; share
E)  CPM; GRPF) B) and E)
G) None of the above

Exam 15: Advertising, Sales Promotion, and Public Relations

Which of the following factors is LEAST relevant when selecting a particular medium for an advertisement?

Correct Answer
verified

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Correct Answer
verified

Frequency refers to

Correct Answer
verified

When people outside the target market for the product see a firm's advertisement, it is referred to as __________.

Correct Answer
verified

-According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Correct Answer
verified

Google developed two business practice tools and to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct Answer
verified

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

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

Advertisers are excited about online TV because

Correct Answer
verified

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________."

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
verified

With respect to advertising, CPM is defined as

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

The purpose of pioneering institutional advertisements is to

Correct Answer
verified

Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Correct Answer
verified

Product placement refers to

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Which of the following factors is LEAST relevant when selecting a particular medium for an advertisement?

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

Correct AnswerverifiedShow Answer

Frequency refers to

Correct AnswerverifiedShow Answer

When people outside the target market for the product see a firm's advertisement, it is referred to as __________.

Correct AnswerverifiedShow Answer

-According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

Correct AnswerverifiedShow Answer

Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

Advertisers are excited about online TV because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________."

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Correct AnswerverifiedShow Answer

With respect to advertising, CPM is defined as

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Google developed two business practice tools and to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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