Question 1

disadvantage of using magazines as an advertising medium is

Accepted Answer

A)   the inability to target specific audiences.
B)   the short lead-time needed to place an ad.
C)   the lack of noise associated with the use of magazines in the communication channel.
D)   the infrequent nature of their publication.
E)   there is little opportunity to tie in magazine advertisements with rest of an ad campaign.F) C) and D)
G) A) and D)

Question 2

are the six steps for developing an advertising program?

Accepted Answer

The steps include:
(1)identify the targ...

Question 3

advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________.

Accepted Answer

A)   full-service agencies
B)   in-house agencies
C)   modified-service agencies
D)   limited-service agencies
E)   promotional firmsF) A) and E)
G) A) and C)

Question 4

type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as a(n) _________.

Accepted Answer

A)   authoritarian appeal
B)   coercive appeal
C)   family appeal
D)   humorous appeal
E)   sex appealF) C) and D)
G) A) and D)

Question 5

During a visit to superbowl-ads.com,you will find

Accepted Answer

A)   the worst Super Bowl TV ads ever made.
B)   a rating of advertising agencies that produced ads for recent Super Bowls.
C)   the ads that ran during the last 14 Super Bowls.
D)   a look at how Super Bowl TV ads are made.
E)   ads that never aired during a Super Bowl.F) C) and E)
G) A) and D)

Question 6

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

Accepted Answer

A)   has a short exposure time.
B)   can reach extremely large audiences.
C)   is a low-cost medium.
D)   has an unlimited amount of advertising time available.
E)   can be used to convey complex messages.F) None of the above
G) A) and E)

Question 7

disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)   inability to cover local markets.
B)   long lead time for placing an ad.
C)   long life span.
D)   relatively high cost.
E)   competition for reader attention with other features in the newspaper.F) A) and E)
G) B) and C)

Question 8

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) All of the above
G) A) and B)

Question 9

popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

Accepted Answer

A)   premium
B)   sweepstakes
C)   deal
D)   contest
E)   trade promotionF) C) and E)
G) C) and D)

Question 10

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)   organizational allowance
B)   case allowance
C)   finance allowance
D)   manufacturer's inducement
E)   merchandise allowanceF) D) and E)
G) C) and D)

Question 11

advantage of using billboards as an advertising medium is

Accepted Answer

A)   it is environmentally friendly.
B)   it has universal appeal.
C)   it is particularly suited to national campaigns.
D)   it has good reach and frequency.
E)   it is especially suited for persuasive advertisements.F) None of the above
G) A) and E)

Question 12

Infomercials refer to

Accepted Answer

A)   public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B)   a form of advertisement whose sole purpose is to entertain.
C)   program-length (30-minute)  advertisements that take an educational approach to communication with potential customers.
D)   direct-response TV and radio ads that air during the late night or weekend mornings.
E)   educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.F) B) and E)
G) A) and E)

Question 13

Chevron Ad
-the Lorillard Tobacco Company 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)   advocacyF) A) and B)
G) A) and E)

Question 14

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states,"You can make money without __________."

Accepted Answer

A)   an MBA
B)   doing evil
C)   compromising ethics
D)   cheating the other guy
E)   working 24/7F) B) and D)
G) B) and C)

Question 15

terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A)   the amount of time between repeat purchases for a given product.
B)   how often new buyers enter the market to buy a product.
C)   the amount of time for a buyer to enter and exit a product's life cycle.
D)   how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)   the ratio of repeat purchases to the number of buyers for an offering.F) All of the above
G) A) and B)

Question 16

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

Accepted Answer

A)   differentiation
B)   philanthropic
C)   persuasive
D)   competitive
E)   informationalF) A) and D)
G) D) and E)

Question 17

of the following statements are true about newspapers EXCEPT:

Accepted Answer

A)   many newspapers are adding complementary digital versions that can be viewed on tablet devices and smartphones.
B)   newspapers are generally limited to ads that call for an immediate customer response.
C)   readers of news-oriented content are moving toward free websites and mobile services.
D)   most newspapers have recently experienced a surge in both circulation and advertising revenue.
E)   newspapers are an important local medium with excellent reach potential.F) A) and C)
G) C) and D)

Question 18

printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)   news release
B)   public trade announcement
C)   lobbying
D)   news conference
E)   event managementF) B) and D)
G) C) and D)

Question 19

Red Bull Ad
-purpose of a reminder advertisement is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   tell people what a product is, what it can do, and where it can be found.
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) A) and B)
G) All of the above

Question 20

Which of the following statements describes a potential problem with using sex appeals in advertising?

Accepted Answer

A)   What men find sexy, most women do not.
B)   What women find sexy, most men do not.
C)   Sex in advertising typically appeals to only younger audiences.
D)   An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)   Sex in advertising alienates a large segment of the conservative right.F) A) and D)
G) A) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

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

Correct AnswerverifiedShow Answer

type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

of the following statements are true about newspapers EXCEPT:

Correct AnswerverifiedShow Answer

advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________.

Correct AnswerverifiedShow Answer

popular NPR radio show encourages listeners to solve a puzzle each week.If they have the correct answer and send it in to the show and theirs is chosen,they win a prize.This is an example of a __________.

Correct AnswerverifiedShow Answer

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 6 states,"You can make money without __________."

Correct AnswerverifiedShow Answer

Infomercials refer to

Correct AnswerverifiedShow Answer

Chevron Ad -the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

Correct AnswerverifiedShow Answer

disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

During a visit to superbowl-ads.com,you will find

Correct AnswerverifiedShow Answer

printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Red Bull Ad -purpose of a reminder advertisement is to

Correct AnswerverifiedShow Answer

are the six steps for developing an advertising program?

Correct AnswerverifiedThe steps include: (1)identify the targ...View AnswerShow Answer

Which of the following statements describes a potential problem with using sex appeals in advertising?

Correct AnswerverifiedShow Answer

terms of scheduling advertising,buyer turnover refers to

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 Answer
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The steps include:
(1)identify the targ...
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