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 __________ as a sales promotion.

Accepted Answer

A)  lottery
B)  contest
C)  premium
D)  sweepstakes
E)  dealF) All of the above
G) B) and D)

Question 2

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 B)
G) C) and D)

Question 3

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 B)
G) C) and D)

Question 4

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

Accepted Answer

A)  has a long exposure time.
B)  can target general audiences.
C)  has an unlimited amount of advertising time available.
D)  is relatively simple to convey complex messages.
E)  uses humor, sound, and intimacy effectively.F) A) and B)
G) A) and C)

Question 5

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

Accepted Answer

A)  is a low-cost medium.
B)  has a short exposure time.
C)  can target specific audiences.
D)  has an unlimited amount of advertising time available.
E)  can be used to convey complex messages.F) B) and E)
G) A) and E)

Question 6

All of the following are examples of posttests EXCEPT:

Accepted Answer

A)  inquiry test
B)  sales test
C)  attitude test
D)  unaided recall test
E)  jury testF) A) and E)
G) A) and B)

Question 7

What are the steps to develop an advertising program?

Accepted Answer

The steps include: (1) identify the targ...

Question 8

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 adsF) C) and D)
G) B) and D)

Question 9

A limited-service agency refers to

Accepted Answer

A)  an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it 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 social media services.
C)  an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D)  firms that are large enough to carry their 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.F) A) and D)
G) C) and E)

Question 10

All of the following are alternative forms of institutional advertisements EXCEPT:

Accepted Answer

A)  competitive
B)  public service
C)  reminder
D)  pioneering
E)  advocacyF) C) and E)
G) B) and D)

Question 11

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  cannot use humor or intimacy effectively.
D)  has a very limited amount of advertising time available.
E)  has not proven to be effective yet.F) B) and C)
G) All of the above

Question 12

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)  scope.
B)  share.
C)  CPM.
D)  rating.
E)  reach.F) C) and E)
G) A) and B)

Question 13

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) All of the above
G) C) and E)

Question 14

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)  a sample
B)  a deal
C)  a premium
D)  a point-of-purchase display
E)  an introductory offerF) C) and E)
G) A) and B)

Question 15

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

Accepted Answer

A)  sustainable
B)  persuasive
C)  philanthropic
D)  informational
E)  advocacyF) B) and C)
G) A) and E)

Question 16

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.

Accepted Answer

A)  focus groups
B)  portfolio tests
C)  jury tests
D)  theater tests
E)  performance testsF) C) and E)
G) A) and E)

Question 17

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A)  religious repercussions after death.
B)  disenfranchisement from mainstream society.
C)  a lack of patriotic responsibility.
D)  a lack of self-respect or self-worth.
E)  warnings against the rise of extreme or dangerous ideologies.F) A) and B)
G) None of the above

Question 18

An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydrozycut worked" when he lost 27 pounds. This ad is using a(n)  __________.

Accepted Answer

A)  rhetorical appeal
B)  sex appeal
C)  humorous appeal
D)  appeal to self-esteem
E)  fear appealF) B) and E)
G) A) and E)

Question 19

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  comparative
E)  differentiationF) C) and E)
G) All of the above

Question 20

A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Accepted Answer

A)  infomercial
B)  news release
C)  news conference
D)  news flash
E)  news huddleF) A) and B)
G) A) and C)

Exam 15: Advertising, Sales Promotion, and Public Relations

All of the following are examples of posttests EXCEPT:

Correct Answer
verified

An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydrozycut worked" when he lost 27 pounds. This ad is using a(n) __________.

Correct Answer
verified

The number of different people or households exposed to an advertisement is referred to as

Correct Answer
verified

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct Answer
verified

A limited-service agency refers to

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

All of the following are alternative forms of institutional advertisements EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.

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

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

Correct Answer
verified

A political ad that incorporates a fear appeal would most likely be expressed as

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

What are the steps to develop an advertising program?

Correct Answer
verified
The steps include: (1) identify the targ...
View Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

All of the following are examples of posttests EXCEPT:

Correct AnswerverifiedShow Answer

An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydrozycut worked" when he lost 27 pounds. This ad is using a(n) __________.

Correct AnswerverifiedShow Answer

The number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct AnswerverifiedShow Answer

A limited-service agency refers to

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

All of the following are alternative forms of institutional advertisements EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.

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

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

Correct AnswerverifiedShow Answer

A political ad that incorporates a fear appeal would most likely be expressed as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What are the steps to develop an advertising program?

Correct AnswerverifiedThe steps include: (1) identify the targ...View AnswerShow Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The steps include: (1) identify the targ...
View Answer

Correct Answer
verified

Correct Answer
verified