A) the number of TV viewers of the Super Bowl has grown substantially.
B) the ads are much more elaborate and therefore more expensive to produce.
C) the NFL knows advertisers will pay anything it wants.
D) the ad agencies have dramatically increased their creative and production fees.
E) the companies that create Super Bowl ads do not have to run any other ads all year.
G) All of the above
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A) remote media.
B) electronic advertising.
C) product placements.
D) cooperative advertising.
E) place-based media.
G) C) and E)
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A) an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,but it also has input into actual product design.
B) an advertising agency that specializes in one aspect of the advertising process,such as developing advertising copy or providing Internet services.
C) an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs.
E) one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money.
G) A) and C)
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A) free search,classifieds,interactives,and interstitials.
B) free search,banner ads,spamming,and video.
C) wikis,RSS feeds,interstitials,and cookies.
D) paid search,banner ads,classified ads,and video.
E) pop-ups,paid search,streaming video,and spamming.
G) B) and E)
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A) 800,000 readers.
B) 2) 8 million readers.
C) 5) 8 million readers.
D) 20.8 million readers.
E) 50.8 million readers.
G) C) and D)
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A) prepurchase and postpurchase.
B) promotional and reinforcement.
C) promotional and informative.
D) product and service.
E) product and institutional.
G) B) and C)
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A) reach
B) ranking
C) GRPs
D) CPM
E) frequency
G) A) and C)
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A) a contest
B) a premium
C) a deal
D) a rebate
E) a sample
G) None of the above
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A) reminder advertising
B) cooperative advertising
C) pioneering advertising
D) competitive advertising
E) comparative advertising
G) B) and E)
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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.
G) B) and C)
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A) Compensating actors is very expensive.
B) Shooting commercials in several locations for global campaigns has increased.
C) Replacing actors with computer-generated animation is ineffective since humans are best for developing an appeal.
D) Designing quality artwork,layout,and production for advertisements is time consuming.
E) Developing additional content for websites or online video channels is often also required to complement traditional commercials.
G) C) and D)
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A) AdPage.
B) AdLeaf.
C) AdTag.
D) AdWords.
E) AdRank.
G) A) and E)
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A) the consumer promotion that involves the use of a brand-name product in a movie,television show,video game,or a commercial for another product.
B) the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C) being placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D) the use of a brand-name product in a movie,television show,video game,or commercial without the manufacturer's knowledge or permission,and without compensation.
E) a variable fee paid by producers of movies,television products,or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.
G) D) and E)
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A) reminder
B) fear
C) sex
D) pioneering
E) guilt
G) D) and E)
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A) sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers.
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
C) methods used to get a nonpersonal,indirectly paid presentation of a company or its products.
D) advertisements that show actual consumers using the product.
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers,retailers,or distributors.
G) D) and E)
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A) There is a growth in online versions of printed 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.
G) B) and E)
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A) promoting a product class or category rather than an individual brand's offering.
B) building goodwill or an image for an organization.
C) counteracting negative opinions.
D) selling a product or service.
E) clarifying misconceptions.
G) A) and D)
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A contest requires consumers to apply th...View Answer
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A) full-service agency.
B) in-house agency.
C) modified-service agency.
D) limited-service agency.
E) sales promotion firm.
G) A) and B)
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A) fishing rods.
B) bathing suits.
C) gardening supplies.
D) bathroom cleaning supplies.
E) children's toys.
G) B) and D)
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