Question 1

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Accepted Answer

A)   reach
B)   ranking
C)   GRPs
D)   CPM
E)   frequency

Question 2

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Accepted Answer

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

Question 3

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)   buyer turnover.
B)   the frequency rate.
C)   the brand awareness rate.
D)   the forgetting rate.
E)   the recall dissipation rate.

Question 4

One of the most common measures in advertising is cost per thousand

Accepted Answer

A)   impressions.
B)   occurrences.
C)   purchases.
D)   new trials.
E)   frequencies.

Question 5

The purpose of competitive institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   tell 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.

Question 6

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

A)   pioneering
B)   competitive
C)   reminder
D)   comparative
E)   advocacy

Question 7

Advertising refers to

Accepted Answer

A)   any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
B)   any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.
C)   any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.
D)   any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)   any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Question 8

During a recent winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus.This is an example of a __________,in which the media donated free space and airtime.

Accepted Answer

A)   news release
B)   news conference
C)   public service announcement
D)   cooperative advertisement
E)   charitable advertisement

Question 9

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Accepted Answer

A)  having an attitude."
B)  a PhD."
C)  an MBA."
D)  a suit."
E)  losing your sense of humor."

Question 10

All of the following statements are true about using sex appeals in advertising except which?

Accepted Answer

A)   Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)   Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)   Sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D)   Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E)   When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.

Question 11

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)   can target specific audiences.
B)   has a long exposure time.
C)   has a perishable message.
D)   has an unlimited amount of advertising time available.
E)   is relatively simple to convey complex messages.

Question 12

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 13

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)   AdPage
B)   AdSupport
C)   AdWords
D)   AdRank
E)   AdSense

Question 14

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Accepted Answer

A)   $100 million
B)   $255 million
C)   $5 billion
D)   $25 billion
E)   $77 billion

Question 15

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use

Accepted Answer

A)   compassionate appeals.
B)   guilt appeals.
C)   family appeals.
D)   fear appeals.
E)   coercive appeals.

Question 16

In television or radio advertising,rating refers to

Accepted Answer

A)   the number of different people or households exposed to an advertisement and then buy the offering that was advertised.
B)   the average number of times a person in the target audience is exposed to a message or advertisement.
C)   the percentage of households in a market that are tuned to a particular television or radio station.
D)   a commonly used reference number an advertiser calculates (reach multiplied by frequency)  to determine whether it has achieved its advertising objectives.
E)   the percentage points of market share a firm garners for its advertisements relative to its competitors.

Question 17

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 18

All of the following are factors used to select a particular medium for an advertisement except which?

Accepted Answer

A)   available budget
B)   campaign objectives
C)   the costs of alternative media
D)   the purchase frequency
E)   the type of product

Question 19

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Accepted Answer

A)   product advertisements.
B)   service advertisements.
C)   persuasive advertisements.
D)   institutional advertisements.
E)   cooperative advertisements.

Question 20

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that is imported into the U.S.from Italy.A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure were delivered to consumers' doors via the Sunday newspaper.What type of sales promotion was used here?

Accepted Answer

A)   product placement
B)   sample
C)   premium
D)   sweepstakes
E)   deal

Exam 15: Advertising, sales Promotion, and Public Relations

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct Answer
verified

All of the following statements are true about using sex appeals in advertising except which?

Correct Answer
verified

Correct Answer
verified

One of the advantages associated with radio as an advertising medium is that it

Correct Answer
verified

In television or radio advertising,rating refers to

Correct Answer
verified

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct Answer
verified

The purpose of competitive institutional advertisements is to

Correct Answer
verified

During a recent winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus.This is an example of a __________,in which the media donated free space and airtime.

Correct Answer
verified

All of the following are factors used to select a particular medium for an advertisement except which?

Correct Answer
verified

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

Correct Answer
verified

What is cooperative advertising?

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

Advertising refers to

Correct Answer
verified

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Correct Answer
verified

Correct Answer
verified

One of the most common measures in advertising is cost per thousand

Correct Answer
verified

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Correct Answer
verified

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct Answer
verified

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct Answer
verified

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct AnswerverifiedShow Answer

All of the following statements are true about using sex appeals in advertising except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the advantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

In television or radio advertising,rating refers to

Correct AnswerverifiedShow Answer

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

During a recent winter immunization campaign,the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus.This is an example of a __________,in which the media donated free space and airtime.

Correct AnswerverifiedShow Answer

All of the following are factors used to select a particular medium for an advertisement except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand

Correct AnswerverifiedShow Answer

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 9 states,"You can be serious without

Correct AnswerverifiedShow Answer

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

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Cooperative advertising is a sales promo...
View Answer

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