Question 1

Nontraditional advertising options found in airports, health clubs, and theaters are called

Accepted Answer

A)   remote media.
B)   electronic advertising.
C)   product placements.
D)   cooperative advertising.
E)   place-based media.F) D) and E)
G) B) and E)

Question 2

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) , or providing Internet services (Internet agencies)  are referred to as

Accepted Answer

A)   full-service agencies.
B)   in-house agencies.
C)   modified-service agencies.
D)   functional agencies.
E)   limited-service agencies.F) A) and C)
G) All of the above

Question 3

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 4

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) C) and E)
G) A) and B)

Question 5

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 6

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 B)
G) All of the above

Question 7

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)   the need to craft a simplistic message.
B)   the long lead time needed to place an ad.
C)   the perishable message.
D)   the unproven nature of its effectiveness.
E)   the lack of full-color, quality materials.F) A) and B)
G) None of the above

Question 8

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of ________ ads.

Accepted Answer

A)   competitive institutional
B)   competitive product
C)   advocacy
D)   pioneering product
E)   pioneering institutionalF) A) and C)
G) A) and E)

Question 9

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

A)   deal.
B)   rebate.
C)   sample.
D)   premium.
E)   coupon.F) A) and B)
G) None of the above

Question 10

One advantage of using newspapers as an advertising medium is

Accepted Answer

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

Question 11

There are a variety of online advertising options. The most popular are

Accepted Answer

A)   paid search, classifieds, interactives, and interstitials.
B)   free search, banner ads, spamming, and video.
C)   wikis, RSS feeds, interstitials, and cookies.
D)   paid search, display ads, classified ads, and video.
E)   pop-ups, paid search, streaming video, and spamming.F) A) and B)
G) A) and C)

Question 12

In the traditional advertising model, advertisers were charged using a ________ approach, which charged for the exposure to an ad. Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Accepted Answer

A)   cost per thousand occurrences; cost-per-mil
B)   cost per thousand incidences; cost-per-link
C)   cost per thousand impressions; cost-per-click
D)   cost per thousand recurrences; cost-per-lead
E)   cost per thousand frequencies; cost-per-hitF) A) and B)
G) A) and D)

Question 13

Advertisers are enthusiastic about virtual reality because

Accepted Answer

A)   ads look better on high definition (H
D)   computer screens.
B)   it captures a user's undivided attention.
C)   there will be more advertising space available.
D)   it uses inexpensive technology so investment is minimal.
E)   measuring TV viewership will be easier.F) All of the above
G) None of the above

Question 14

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) A) and D)

Question 15

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using ________ to test the effectiveness of ads in the magazine.

Accepted Answer

A)   inquiry testing
B)   concept testing
C)   portfolio testing
D)   aided recall
E)   unaided recallF) A) and E)
G) A) and D)

Question 16

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Accepted Answer

A)   click funding.
B)   click spam.
C)   click botting.
D)   web tipping.
E)   web crawling.F) A) and D)
G) A) and E)

Question 17

Much of Google's success is based on the 10 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 24/7."F) C) and D)
G) A) and E)

Question 18

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) C) and D)
G) B) and D)

Question 19

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Accepted Answer

A)   a loyalty program that allows buyers to earn free food after making 10 purchases
B)   a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)   a coupon for a free soft drink with a gyro purchase
D)   a game with food prizes
E)   free Extra Juicy Gyro samples at local fairs and concertsF) A) and B)
G) C) and D)

Question 20

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)   introduction
B)   maturity
C)   innovation
D)   growth
E)   declineF) B) and D)
G) A) and B)

Exam 16: Advertising, Sales Promotion, and Public Relations

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of ________ ads.

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Correct AnswerverifiedShow Answer

Nontraditional advertising options found in airports, health clubs, and theaters are called

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 6 states, "You can make money without

Correct AnswerverifiedShow Answer

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using ________ to test the effectiveness of ads in the magazine.

Correct AnswerverifiedShow Answer

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) , or providing Internet services (Internet agencies) are referred to as

Correct AnswerverifiedShow Answer

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct AnswerverifiedShow Answer

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

Advertisers are enthusiastic about virtual reality because

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

The purpose of an advocacy advertisement is to

Correct AnswerverifiedShow Answer

There are a variety of online advertising options. The most popular are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

In the traditional advertising model, advertisers were charged using a ________ approach, which charged for the exposure to an ad. Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Correct AnswerverifiedShow Answer

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Institutional advertisements are designe...
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Fear appeals suggest to the consumer tha...
View Answer

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In the traditional advertising model, advertisers were charged using a approach, which charged for the exposure to an ad. Google transformed the traditional model to a model called where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Correct Answer
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