Question 1

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  objectiveF) All of the above
G) C) and D)

Question 2

Information and persuasive content can be 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) B) and D)
G) C) and E)

Question 3

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) , competitive (or persuasive) , and reminder-are referred to as

Accepted Answer

A)  product advertisements.
B)  service advertisements.
C)  persuasive advertisements.
D)  institutional advertisements.
E)  cooperative advertisements.F) A) and B)
G) B) and E)

Question 4

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  persuasive
C)  comparative
D)  informative
E)  reminderF) A) and B)
G) A) and C)

Question 5

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

Accepted Answer

A)  reach.
B)  frequency.
C)  costs.
D)  ratings.
E)  cost per share point.F) A) and C)
G) A) and B)

Question 6

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

Accepted Answer

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

Question 7

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) None of the above
G) A) and D)

Question 8

A reminder ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) C) and D)
G) A) and E)

Question 9

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Accepted Answer

A)  promotional strategies.
B)  cooperative advertising.
C)  public promotions.
D)  market-oriented promotions.
E)  publicity tools.F) A) and E)
G) C) and D)

Question 10

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

Accepted Answer

A)  requires a long exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  cannot be used to convey complex messages.
E)  has an unlimited amount of advertising time available.F) C) and E)
G) All of the above

Question 11

Two of the largest portals for Internet advertising are

Accepted Answer

A)  Google and AOL.
B)  Google and Tubenet.
C)  Google and Ask.
D)  Google and Yahoo!
E)  Google and Snapchat.F) B) and D)
G) A) and E)

Question 12

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters, which are referred to as

Accepted Answer

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

Question 13

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Accepted Answer

Yellow Pages-Advantages: (1) they are us...

Question 14

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

Accepted Answer

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

Question 15

Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  humor
D)  sex
E)  cognitiveF) B) and E)
G) C) and D)

Question 16

A reinforcement ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) B) and C)
G) A) and E)

Question 17

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Accepted Answer

A)  a pioneering
B)  a competitive
C)  a reminder
D)  a political
E)  an advocacyF) A) and D)
G) A) and C)

Question 18

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 19

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 20

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products that are classified as shopping goods
B)  new products
C)  commodity products such as salt, sugar, and baking soda
D)  products that are perishable
E)  products that are classified as specialty goodsF) C) and D)
G) B) and D)

Exam 18: Advertising Sales Promotion and Public Relations

Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?

Correct Answer
verified

A reinforcement ad

Correct Answer
verified

A reminder ad

Correct Answer
verified

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Correct Answer
verified

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

Correct Answer
verified

Information and persuasive content can be combined to form

Correct Answer
verified

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct Answer
verified
The conflicting goals are maximizing exp...
View Answer

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

Correct Answer
verified

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Correct Answer
verified

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

Correct Answer
verified

Two of the largest portals for Internet advertising are

Correct Answer
verified

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters, which are referred to as

Correct Answer
verified

Sampling is an appropriate strategy for which type of products?

Correct Answer
verified

An advantage of online advertising such as offered through Google is that it is , which allows it to immediately assess its .

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

Correct Answer
verified

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) , competitive (or persuasive) , and reminder-are referred to as

Correct Answer
verified

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Correct Answer
verified
Yellow Pages-Advantages: (1) they are us...
View Answer

What is the difference between a coupon and a deal?

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?

Correct AnswerverifiedShow Answer

A reinforcement ad

Correct AnswerverifiedShow Answer

A reminder ad

Correct AnswerverifiedShow Answer

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form

Correct AnswerverifiedShow Answer

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Two of the largest portals for Internet advertising are

Correct AnswerverifiedShow Answer

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters, which are referred to as

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational) , competitive (or persuasive) , and reminder-are referred to as

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Correct AnswerverifiedYellow Pages-Advantages: (1) they are us...View AnswerShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Correct AnswerverifiedShow Answer

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The conflicting goals are maximizing exp...
View Answer

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verified

An advantage of online advertising such as offered through Google is that it is , which allows it to immediately assess its .

Correct Answer
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verified
Yellow Pages-Advantages: (1) they are us...
View Answer

Correct Answer
verified
Coupons are sales promotions that offer ...
View Answer

Correct Answer
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