Question 1

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Accepted Answer

A)  inexpensive.
B)  humorous.
C)  expensive.
D)  effective.
E)  competitive.F) A) and B)
G) C) and D)

Question 2

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their long life span.
B)  the excellent use of color graphics.
C)  ads can be clipped and saved.
D)  quick consumer response.
E)  limited distraction from other features.F) C) and D)
G) A) and E)

Question 3

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

A)  deceptive advertising.
B)  click fraud.
C)  web-tipping.
D)  click-theft.
E)  click-botting.F) A) and C)
G) C) and E)

Question 4

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than

Accepted Answer

A)  last."
B)  perfect."
C)  slow."
D)  accurate."
E)  pretty fast."F) A) and B)
G) A) and C)

Question 5

McDonald's offered collectible toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a

Accepted Answer

A)  deal.
B)  premium.
C)  rebate.
D)  coupon.
E)  sample.F) All of the above
G) C) and E)

Question 6

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdWords
D)  AdRank
E)  AdSenseF) C) and D)
G) A) and D)

Question 7

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Accepted Answer

A)  Express strong support for First Amendment freedom and stand its ground.
B)  Develop an infomercial for its product that is relevant, useful to its customer, and entertaining.
C)  Produce a public service announcement in support of its current, successful approach.
D)  Take advantage of the publicity and run the ads in question more frequently.
E)  Take steps toward self-regulation, imposing standards on its promotional activities that reflect the values of society.F) A) and D)
G) B) and D)

Question 8

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

Accepted Answer

A)  There is a growth in online newspapers.
B)  Newspapers are enjoying increasing circulation.
C)  Newspapers are increasing the number of printed pages.
D)  More cities are increasing the number of newspapers that are available.
E)  Cheaper newsstand prices have rekindled an interest in newspapers.F) A) and B)
G) B) and D)

Question 9

Digital billboards allow advertisers to quickly present __________ ads, which are based on current events, weather, business conditions, etc.

Accepted Answer

A)  local and national news
B)  public service announcements
C)  conditional content
D)  point-of-purchase
E)  infomercialF) A) and D)
G) A) and C)

Question 10

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  Internet advertising can use rich media to create interactive ads.
D)  there are no real costs except computers used for initial encoding.
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.F) A) and E)
G) All of the above

Question 11

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

Accepted Answer

A)  Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B)  Provide a premium to build customer goodwill by receiving reduced-price merchandise.
C)  Have a sign that will be placed on the grocer's freezer where the product is offered for sale.
D)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E)  Use a demonstrator hired by the company to prepare the snack in a grocery store and give away samples of the snack to shoppers as they pass by.F) A) and D)
G) B) and D)

Question 12

When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a

Accepted Answer

A)  news release.
B)  news conference.
C)  promotional giveaway.
D)  PSA.
E)  cooperative advertisement.F) C) and D)
G) B) and E)

Question 13

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a

Accepted Answer

A)  deal.
B)  rebate.
C)  coupon.
D)  sample.
E)  premium.F) B) and C)
G) All of the above

Question 14

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Accepted Answer

A)  revenues; costs
B)  exposure; costs
C)  rating; frequency
D)  rating; share
E)  CPM; GRPF) C) and D)
G) A) and D)

Question 15

One advantage of using newspapers as an advertising medium is their

Accepted Answer

A)  ability to cover national markets.
B)  excellent use of color graphics.
C)  quick consumer response.
D)  their relatively low cost.
E)  limited distraction from other features.F) C) and E)
G) B) and E)

Question 16

One 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) D) and E)
G) B) and E)

Question 17

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as

Accepted Answer

A)  rich media.
B)  banner ads.
C)  interactive media.
D)  pay-per-click ads.
E)  infotainment ads.F) A) and B)
G) A) and C)

Question 18

All of the following are factors used to select a particular medium for an advertisement except

Accepted Answer

A)  available budget.
B)  campaign objectives.
C)  the costs of alternative media.
D)  the message content.
E)  the type of product.F) All of the above
G) A) and E)

Question 19

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  consumer-oriented promotions.
C)  reseller-oriented promotions.
D)  wholesaler-oriented promotions.
E)  retailer-oriented promotions.F) C) and E)
G) None of the above

Question 20

A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products.

Accepted Answer

A)  strategic channel partnership
B)  cooperative advertising
C)  retail publicity
D)  reseller consumer promotion
E)  manufacturer incentive advertisingF) All of the above
G) A) and B)

Exam 18: Advertising Sales Promotion and Public Relations

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

McDonald's offered collectible toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a

Correct Answer
verified

When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a

Correct Answer
verified

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a

Correct Answer
verified

One advantage of using newspapers as an advertising medium is their

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

Correct Answer
verified

Correct Answer
verified

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
verified

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

Correct Answer
verified

All of the following are factors used to select a particular medium for an advertisement except

Correct Answer
verified

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct Answer
verified

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Correct Answer
verified

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Correct Answer
verified

Digital billboards allow advertisers to quickly present __________ ads, which are based on current events, weather, business conditions, etc.

Correct Answer
verified

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct Answer
verified

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

McDonald's offered collectible toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a

Correct AnswerverifiedShow Answer

When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a

Correct AnswerverifiedShow Answer

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are factors used to select a particular medium for an advertisement except

Correct AnswerverifiedShow Answer

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

Correct AnswerverifiedShow Answer

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Correct AnswerverifiedShow Answer

Digital billboards allow advertisers to quickly present __________ ads, which are based on current events, weather, business conditions, etc.

Correct AnswerverifiedShow Answer

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct AnswerverifiedShow Answer

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than

Correct AnswerverifiedShow Answer

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Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Correct Answer
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