Question 1

A full-service agency

Accepted Answer

A)  provides the most complete range of services.
B)  is compensated by a contractual arrangement.
C)  provides a range of services from limited to full.
D)  avoids a integrated marketing approach.
E)  engages only in social media strategies.F) C) and D)
G) D) and E)

Question 2

Much of Google's success is based on the 10 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 borders."F) A) and C)
G) A) and B)

Question 3

The 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

Accepted Answer

A)  an authoritarian appeal.
B)  a coercive appeal.
C)  a family appeal.
D)  a guilt appeal.
E)  a fear appeal.F) A) and B)
G) C) and D)

Question 4

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with

Accepted Answer

A)  reach.
B)  frequency.
C)  gross rating points.
D)  cost per thousand.
E)  ratings.F) A) and E)
G) B) and C)

Question 5

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

Question 6

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)  their inability to cover local markets.
B)  readers damage the newspaper when clipping its ads.
C)  their short life span.
D)  the high cost of ads.
E)  their quick consumer response.F) A) and E)
G) A) and B)

Question 7

One disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no similar competition.
B)  they are facing increasing public concern about the environmental impact of their paper-based print versions.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) D) and E)
G) A) and B)

Question 8

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)  advocacyF) A) and B)
G) A) and C)

Question 9

All of the following are alternative forms of institutional advertisements except

Accepted Answer

A)  competitive.
B)  public service.
C)  reminder.
D)  pioneering.
E)  advocacy.F) C) and D)
G) C) and E)

Question 10

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) C) and D)
G) B) and C)

Question 11

In terms of scheduling advertising, purchase frequency refers to

Accepted Answer

A)  the number of times a buyer tries a product before becoming a brand-loyal customer of the firm's product.
B)  the number of times a buyer purchases a product during its life cycle.
C)  how often a consumer will try competitive brands before becoming a brand-loyal customer of the firm's product.
D)  how frequently a product is purchased over a particular time period.
E)  the idea that the more frequently the product is purchased, the less advertising repetition is required.F) B) and C)
G) C) and D)

Question 12

Which of the following statements about sales tests is most accurate?

Accepted Answer

A)  In sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
B)  In sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
C)  Sales tests involve studies such as controlled experiments and consumer purchase tests to measure retail sales.
D)  In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)  In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) C) and D)
G) B) and C)

Question 13

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products.
B)  Billboards are well-suited for pioneering product advertising.
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)  Billboards are more effective in rural areas than in metropolitan areas.F) B) and E)
G) A) and E)

Question 14

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results)  and consumer purchase tests (measuring retail sales that result from a given advertising campaign)  are examples of

Accepted Answer

A)  aided recall tests.
B)  unaided recall tests.
C)  attitude tests.
D)  sales tests.
E)  inquiry tests.F) B) and C)
G) A) and E)

Question 15

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  coupons.
E)  premiums.F) B) and E)
G) B) and D)

Question 16

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

A)  contest.
B)  challenge.
C)  competition.
D)  sweepstakes.
E)  public relations campaign.F) A) and E)
G) All of the above

Question 17

The first decision in developing an advertising program is to

Accepted Answer

A)  set the budget.
B)  specify the advertising objectives.
C)  identify the target audience.
D)  select the appeal.
E)  select the media.F) A) and B)
G) A) and E)

Question 18

One disadvantage of using newspapers as an advertising medium is their

Accepted Answer

A)  relatively poor color reproduction.
B)  inability to cover local markets.
C)  long lead time for placing an ad.
D)  relatively high cost.
E)  lack of noise during the communication process.F) A) and C)
G) B) and D)

Question 19

The purpose of an advocacy advertisement 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.F) A) and D)
G) A) and C)

Question 20

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Accepted Answer

A)  prize
B)  bottom line
C)  user
D)  seller
E)  brandF) C) and D)
G) A) and E)

Exam 18: Advertising Sales Promotion and Public Relations

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct Answer
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One disadvantage of using the yellow pages as an advertising medium is

Correct Answer
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Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Correct Answer
verified

Correct Answer
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Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 8 states, "The need for information

Correct Answer
verified

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct Answer
verified

The 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

Correct Answer
verified

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

Correct Answer
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All of the following are alternative forms of institutional advertisements except

Correct Answer
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In terms of scheduling advertising, purchase frequency refers to

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their

Correct Answer
verified

A full-service agency

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

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

Correct Answer
verified

The first decision in developing an advertising program is to

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is

Correct Answer
verified

Which of the following statements about sales tests is most accurate?

Correct Answer
verified

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

The purpose of an advocacy advertisement is to

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct AnswerverifiedShow Answer

One disadvantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 8 states, "The need for information

Correct AnswerverifiedShow Answer

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct AnswerverifiedShow Answer

The 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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are alternative forms of institutional advertisements except

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, purchase frequency refers to

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

A full-service agency

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

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

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Which of the following statements about sales tests is most accurate?

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

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