Question 1

three approaches to setting advertising schedules are

Accepted Answer

A)   flexible, seasonal, and continuous.
B)   spontaneous, continuous, and intermittent.
C)   continuous, flighting, and pulse.
D)   daytime, primetime, and off-peak.
E)   sporadic, intermittent, and infrequent.F) A) and B)
G) A) and C)

Question 2

advantage of using magazines as an advertising medium is

Accepted Answer

A)   it takes a relatively short time to place the ad.
B)   there is little need or benefit to incorporate four-color graphics.
C)   there is little noise in the communications process.
D)   many are available as digital versions of their print counterparts.
E)   the cost of placing a magazine ad is extremely low.F) None of the above
G) B) and E)

Question 3

of Google's success is based on the ten 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) A) and D)
G) All of the above

Question 4

of the following statements are true about magazines EXCEPT:

Accepted Answer

A)   the magazine with the highest circulation is AARP The Magazine.
B)   consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year.
C)   national publications publish regional and even metro editions to reduce wasted coverage.
D)   most magazines are dropping their print formats to offer only online versions that can be viewed on iPads and other tablet devices and smartphones.
E)   Time magazine publishes both geographic and demographic editions in the U.S.F) A) and D)
G) A) and C)

Question 5

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Accepted Answer

A)   is an actress who hasn't appeared in any movies or television shows for the past five years.
B)   is a sports figure whose team doesn't win that season.
C)   has a messy divorce or creates a newsworthy "scene."
D)   regains all his/her lost weight.
E)   wins an award and doesn't thank the company for the weight-loss contribution.F) A) and B)
G) A) and C)

Question 6

is a product placement? Provide an example of a reverse product placement.

Accepted Answer

Product placement involves the use of a ...

Question 7

most sophisticated form of pretest is the __________.

Accepted Answer

A)   portfolio test
B)   sales test
C)   attitude test
D)   theater test
E)   jury testF) D) and E)
G) None of the above

Question 8

Advantages of online advertising such as those offered through Google are that it is __________ and allows immediate assessment of its __________.

Accepted Answer

A)   objective; measurability
B)   measurable; effectiveness
C)   unbiased; impartiality
D)   detached; measurability
E)   independent; traceabilityF) B) and C)
G) C) and E)

Question 9

Trade promotions refer to

Accepted Answer

A)   promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, indirectly paid presentation of a company products.
C)   advertisements that show actual consumers using the product in a barter or countertrade situation.
D)   sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)   sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and B)
G) D) and E)

Question 10

objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Accepted Answer

A)   infomercial
B)   news flash
C)   news release
D)   news broadcast
E)   news summaryF) A) and C)
G) B) and E)

Question 11

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and their composition.

Accepted Answer

Advertising programs can range from comp...

Question 12

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

Accepted Answer

A)   has a long exposure time.
B)   cannot target specific audiences.
C)   has a perishable message.
D)   cannot use humor, sound, and intimacy effectively.
E)   has an unlimited amount of advertising time available.F) C) and D)
G) B) and E)

Question 13

advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of agency is referred to as a(n) _________.

Accepted Answer

A)   full-service agency
B)   in-house agency
C)   modified-service agency
D)   promotional firm
E)   limited-service agencyF) All of the above
G) B) and E)

Question 14

Information and persuasive content are commonly combined to form

Accepted Answer

A)   sex, fear, and humor appeals.
B)   guilt, financial risk, and self-esteem appeals.
C)   sex, fear, and self-worth appeals.
D)   demographic, psychographic, and lifestyle appeals.
E)   gender, ethnicity, and reference group appeals.F) A) and B)
G) B) and E)

Question 15

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

Accepted Answer

A)   sustainable
B)   philanthropic
C)   reminder
D)   persuasive
E)   informationalF) A) and B)
G) A) and C)

Question 16

of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Accepted Answer

A)   a growing number of households have game consoles or DVRs.
B)   many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services.
C)   industry experts also predict that more than 100 million 3-D televisions will be sold by 2014.
D)   DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints.
E)   there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, offices, airports, and on college campuses.F) B) and D)
G) A) and C)

Question 17

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

Question 18

sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Accepted Answer

A)   seasonal
B)   automated
C)   interactive
D)   point-of-purchase
E)   product samplingF) A) and D)
G) None of the above

Question 19

Campbell's Kettle Soup Ad
-Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Accepted Answer

A)   reminder product
B)   reminder institutional
C)   competitive product
D)   informational institutional
E)   pioneering productF) A) and E)
G) D) and E)

Question 20

promotional tool often used with consumers which 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) D) and E)
G) C) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

most sophisticated form of pretest is the __________.

Correct Answer
verified

of the following statements are true about magazines EXCEPT:

Correct Answer
verified

Campbell's Kettle Soup Ad -Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Correct Answer
verified

advantage of using newspapers as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
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Correct Answer
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Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and their composition.

Correct Answer
verified
Advertising programs can range from comp...
View Answer

three approaches to setting advertising schedules are

Correct Answer
verified

Advantages of online advertising such as those offered through Google are that it is and allows immediate assessment of its .

Correct Answer
verified

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Correct Answer
verified

advantage of using magazines as an advertising medium is

Correct Answer
verified

Information and persuasive content are commonly combined to form

Correct Answer
verified

objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Correct Answer
verified

is a product placement? Provide an example of a reverse product placement.

Correct Answer
verified
Product placement involves the use of a ...
View Answer

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

Correct Answer
verified

Trade promotions refer to

Correct Answer
verified

of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Correct Answer
verified

sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

most sophisticated form of pretest is the __________.

Correct AnswerverifiedShow Answer

of the following statements are true about magazines EXCEPT:

Correct AnswerverifiedShow Answer

Campbell's Kettle Soup Ad -Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Correct AnswerverifiedShow Answer

advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to services provided and their composition.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

Advantages of online advertising such as those offered through Google are that it is __________ and allows immediate assessment of its __________.

Correct AnswerverifiedShow Answer

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully,the companies also run a risk,especially if the celebrity

Correct AnswerverifiedShow Answer

advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Information and persuasive content are commonly combined to form

Correct AnswerverifiedShow Answer

objective of a __________ is to inform a newspaper,radio station,or other medium of an idea for a story.

Correct AnswerverifiedShow Answer

is a product placement? Provide an example of a reverse product placement.

Correct AnswerverifiedProduct placement involves the use of a ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Trade promotions refer to

Correct AnswerverifiedShow Answer

of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

Correct AnswerverifiedShow Answer

sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Correct AnswerverifiedShow Answer

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Advertising programs can range from comp...
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Advantages of online advertising such as those offered through Google are that it is and allows immediate assessment of its .

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Product placement involves the use of a ...
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