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A sales promotion prominently displayed in a store aisle is called __________ display.


A) a seasonal
B) an automated
C) an interactive
D) a point-of-purchase
E) a product sampling

F) None of the above
G) C) and D)

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A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?


A) better reach
B) more effective visuals
C) saving of ads by consumers
D) better segmentation capability
E) more effective in conveying complex information

F) A) and B)
G) D) and E)

Correct Answer

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The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a


A) deal.
B) sweepstakes.
C) contest.
D) sponsor-generated content.
E) loyalty program.

F) C) and D)
G) All of the above

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When Google chose a new model for its advertising, it decided to


A) show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B) randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C) customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.
D) create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E) create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.

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

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Which of the following statements about online advertising is most accurate?


A) It is easier to measure the impact of online advertising than other media.
B) Although annoying, click fraud and web-tipping are not causing real financial damage.
C) Although popular with younger generations, few baby boomers order online.
D) Standards for the various formats used online are still evolving.
E) One way online companies benefit is through employing PTR in order to increase site traffic.

F) A) and E)
G) A) and B)

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Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.


A) product
B) public service
C) institutional
D) reminder
E) repositioning

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

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Which of the following is not an aspect of identifying the target audience for an advertisement?


A) The scheduling of the advertising can depend on the target audience.
B) The Federal Communications Commission (FCC) suggests that advertising program decisions be based on market research about the target audience.
C) The placement of the advertising depends on the target audience.
D) The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.

F) B) and E)
G) B) and D)

Correct Answer

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The American Cancer Society reports that 57,000 Americans die from colon cancer each year. They estimate that this number would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. To encourage people to get tested for colon cancer, several ads use a man (known as "Polyp Man") dressed in a big red suit, making him look more like Mr. M&M, to encourage people to get tested. This is most likely an example of a __________ appeal.


A) humorous
B) cognitive
C) rhetorical
D) fear
E) sex

F) C) and D)
G) A) and D)

Correct Answer

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When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of


A) advertising.
B) publicity.
C) sales promotion.
D) personal selling.
E) direct marketing.

F) None of the above
G) C) and D)

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The percentage of households in a market that are tuned to a particular television show or radio station is referred to as


A) gross rating points.
B) CPM.
C) reach.
D) rating.
E) share points.

F) B) and E)
G) A) and B)

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


A) differentiation
B) philanthropic
C) pioneering
D) competitive
E) informational

F) C) and D)
G) A) and C)

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All of the following are publicity tools except


A) high-visibility individuals.
B) PSAs.
C) news releases.
D) contests.
E) news conferences.

F) None of the above
G) All of the above

Correct Answer

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Some studies show that __________ are superior to other advertising strategies.


A) flighting schedules
B) continuous schedules
C) opportunistic schedules
D) pulsing schedules
E) intermittent schedules

F) C) and D)
G) A) and E)

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List two advantages and two disadvantages of using television, radio, magazines, and newspapers for advertising.

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Television-Advantages: (1) reaches extre...

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All of the following statements are true about coupons except


A) couponing can reduce gross revenues by lowering the price paid by already-loyal consumers.
B) the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers.
C) studies suggest that market share does increase during the period immediately after coupons are distributed.
D) recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons.
E) the redemption rate for online coupons is substantially higher than other forms of coupons.

F) A) and E)
G) B) and D)

Correct Answer

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Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are referred to as


A) transportation messages.
B) public service announcements.
C) transit advertising.
D) public advertising.
E) transport advertising.

F) A) and B)
G) B) and D)

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An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising.


A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) reminder institutional

F) A) and B)
G) A) and E)

Correct Answer

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Which of the following is a trend that influences newspapers today?


A) Newspapers are enjoying increasing circulation.
B) Newspapers are increasing the number of four-color printed pages.
C) There is a growth in new types of news organizations.
D) More cities are increasing the number of newspapers that are available to commuters.
E) Cheaper newsstand prices have rekindled an interest in newspapers.

F) B) and D)
G) A) and B)

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An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.


A) emotional aspects
B) price
C) psychological aspects
D) financial risks
E) key benefits

F) None of the above
G) B) and C)

Correct Answer

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Advertisements basically consist of two types:


A) prepurchase and post-purchase.
B) promotional and reinforcement.
C) promotional and informative.
D) product and service.
E) product and institutional.

F) A) and B)
G) B) and E)

Correct Answer

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