Question 1

Figure 18-2A
-According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

Accepted Answer

A)   newspapers
B)   radio
C)   magazines
D)   outdoor
E)   television

Question 2

There are three key factors when choosing among place-based media options for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Accepted Answer

A)   the perceived risk
B)   the sustainability of the message
C)   the reputation of the prospective media firm
D)   the media habits of the target audience
E)   the length of time required to get the message across

Question 3

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Accepted Answer

A)   limited-service agency
B)   full spectrum agency
C)   multi-service agency
D)   in-house agency
E)   full-service agency

Question 4

of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Accepted Answer

A)   CPM = Advertising cost ($)  ÷ Impressions generated (in 100s) .
B)   CPM = Total revenue ($)  ÷ Impressions generated in 1,000s) .
C)   CPM = Total profit ($)  ÷ Impressions generated (in 1,000s) .
D)   CPM = Advertising cost ($)  ÷ Impressions generated (in 1,000s) .
E)   CPM = Advertising cost ($)  ÷ Impressions generated (in 1,000,000s) .

Question 5

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 6

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Accepted Answer

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

Question 7

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

Accepted Answer

A)   requires a long exposure time.
B)   cannot target specific audiences.
C)   must use print for effect.
D)   cannot be used to convey complex messages.
E)   has an unlimited amount of advertising time available.

Question 8

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Accepted Answer

A)   sample
B)   deal
C)   rebate
D)   premium
E)   coupon

Question 9

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 10

Figure 18-2B
-respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Accepted Answer

A)   newspapers
B)   radio
C)   direct mail
D)   magazine
E)   television

Question 11

Figure 18-2B
-respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

Accepted Answer

A)   newspaper
B)   television
C)   Internet
D)   direct mail
E)   magazine

Question 12

insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." The purpose of these ads is to convince an individual that his or her loved ones won't be able to provide for themselves once he/she is dead.Because of the consequences of dying without insurance are so grim,the insurance company urges viewers to act before it's too late. This is an example of a _________.

Accepted Answer

A)   fear appeal
B)   rhetorical appeal
C)   life cycle appeal
D)   humorous appeal
E)   security appeal

Question 13

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Accepted Answer

A)   coupon
B)   rebate
C)   sample
D)   deal
E)   premium

Question 14

is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 15

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 tests

Question 16

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

Accepted Answer

A)   filled his kitchen with Post cereal products.
B)   changed his mind about appearing in ads.
C)   received negative public attention.
D)   gained too much weight.
E)   lost a race.

Question 17

Suppose the following: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S.audience size is 1,613,062.The cost of a full-page color ad in the U.S.national edition of USA Today (newspaper) is $207,720 and its U.S.audience size is 1,778,934.The cost of a full-page color ad in the U.S.national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000.The cost of a full-page color ad in the U.S.national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000.Using this information,which has the LOWEST CPM of the five alternatives?

Accepted Answer

A)   The Wall Street Journal
B)   USA Today
C)   Bloomberg Businessweek
D)   Sports Illustrated
E)   Super Bowl

Question 18

Publicity tools refer to

Accepted Answer

A)   methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
C)   short-term inducements of value offered to arouse interest in buying a product or service.
D)   methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
E)   free space or time donated by the media.

Question 19

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) _________.

Accepted Answer

A)   authoritarian appeal
B)   coercive appeal
C)   family appeal
D)   guilt appeal
E)   fear appeal

Question 20

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)   trade promotion programs.
B)   consumer promotion programs.
C)   cooperative advertising programs.
D)   cause-related marketing programs
E)   shared-responsibility programs.

Exam 18: Advertising, Sales Promotion, and Public Relations

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Correct Answer
verified

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) _________.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

There are three key factors when choosing among place-based media options for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Correct Answer
verified

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

Correct Answer
verified

of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct Answer
verified

Publicity tools refer to

Correct Answer
verified

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Correct Answer
verified

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

Correct Answer
verified

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

Correct Answer
verified

Figure 18-2A -According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

Correct Answer
verified

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct Answer
verified

Figure 18-2B -respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct Answer
verified

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Correct Answer
verified

is the difference between a contest and a sweepstakes?

Correct Answer
verified
A contest requires consumers to apply th...
View Answer

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

Correct Answer
verified

purpose of competitive institutional advertisements is to

Correct Answer
verified

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Correct Answer
verified

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.

Correct AnswerverifiedShow Answer

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

There are three key factors when choosing among place-based media options for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

Publicity tools refer to

Correct AnswerverifiedShow Answer

Advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Correct AnswerverifiedShow Answer

Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 18-2A -According to Figure 18-2A above,which of the following media alternatives has the least amount of advertising expenditures?

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

Figure 18-2B -respect to Figure 18-2B above,"C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct AnswerverifiedShow Answer

mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans.

Correct AnswerverifiedShow Answer

is the difference between a contest and a sweepstakes?

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

Figure 18-2B -respect to Figure 18-2B above,__________ spending accounts for 12% of all advertising expenditures?

Correct AnswerverifiedShow Answer

purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

___________ is an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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A contest requires consumers to apply th...
View Answer

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