Question 1

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California.The association is using a __________ sales promotion.

Accepted Answer

A)  lottery
B)  contest
C)  premium
D)  sweepstakes
E)  dealF) B) and C)
G) A) and E)

Question 2

Most advertising messages are made up of both informational and persuasional 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 3

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Accepted Answer

A)  AdPage
B)  AdSense
C)  AdRank
D)  AdWords
E)  AdSnapF) A) and E)
G) C) and E)

Question 4

Product advertisements refer to advertisements that focus on

Accepted Answer

A)  a product class rather than on an individual brand.
B)  building goodwill or an image for an organization.
C)  counteracting negative opinions.
D)  selling a product or service.
E)  clarifying misconceptions.F) B) and E)
G) A) and B)

Question 5

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

Accepted Answer

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

Question 6

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

Question 7

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

Question 8

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)  webtipping.
D)  click-theft.
E)  clickbotting.F) C) and D)
G) C) and E)

Question 9

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

Accepted Answer

Advertising programs can range from comp...

Question 10

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A)  The growth in mass transit is declining in major cities.
B)  In heavy travel times,when audiences are the largest,transit advertising is not conducive to reading advertising copy.
C)  Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D)  Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E)  Transit advertising is a form of indoor advertising in stadiums,buses,etc.F) None of the above
G) A) and D)

Question 11

The fastest growing form of Internet advertising is __________.

Accepted Answer

A)  interstitials
B)  rich media
C)  paid search
D)  spam
E)  wikisF) A) and E)
G) B) and D)

Question 12

Product advertisements focus on selling __________.

Accepted Answer

A)  publicity
B)  an emotion or a feeling
C)  a sense of well-being
D)  goodwill
E)  a product or serviceF) A) and E)
G) A) and D)

Question 13

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the long lead-time needed to place an ad.
C)  the extremely low cost.
D)  the antagonism with environmentalists.
E)  the lack of noise associated with their use in the communication channel.F) A) and E)
G) None of the above

Question 14

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  humorous appeal
E)  sex appealF) A) and B)
G) C) and D)

Question 15

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

Question 16

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)  the inability to target specific audiences.
B)  the short lead-time needed to place an ad.
C)  the relatively high cost.
D)  the lack of noise associated with the use of magazines in the communication channel.
E)  the antagonism with environmentalists.F) C) and D)
G) B) and D)

Question 17

What is a point of purchase display? Discuss two reasons why firms use them.

Accepted Answer

Point-of-purchase displays are often use...

Question 18

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Accepted Answer

A)  exposure tests
B)  inquiry tests
C)  performance tests
D)  jury tests
E)  comparison testsF) A) and B)
G) A) and E)

Question 19

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A)  premiums.
B)  rebates.
C)  deals.
D)  contests.
E)  sweepstakes.F) A) and E)
G) B) and E)

Question 20

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A)  legislation.
B)  self-regulation.
C)  business practice.
D)  business ethics.
E)  government regulation.F) None of the above
G) B) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Correct Answer
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What is a point of purchase display? Discuss two reasons why firms use them.

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

Correct Answer
verified

Most advertising messages are made up of both informational and persuasional 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 Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

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

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

Product advertisements focus on selling __________.

Correct Answer
verified

Product advertisements refer to advertisements that focus on

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Correct Answer
verified

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Correct Answer
verified

Which of the following statements regarding transit advertising is most accurate?

Correct Answer
verified

The fastest growing form of Internet advertising is __________.

Correct Answer
verified

A 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

Exam 18: Advertising, Sales Promotion, and Public Relations

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Correct AnswerverifiedShow Answer

What is a point of purchase display? Discuss two reasons why firms use them.

Correct AnswerverifiedPoint-of-purchase displays are often use...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasional 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

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

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

Product advertisements focus on selling __________.

Correct AnswerverifiedShow Answer

Product advertisements refer to advertisements that focus on

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Correct AnswerverifiedShow Answer

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

The fastest growing form of Internet advertising is __________.

Correct AnswerverifiedShow Answer

A 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

Correct Answer
verified

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

Correct Answer
verified

Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

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

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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