Question 1

Which of the following is an important guideline provided in the text for using a fear appeal?

Accepted Answer

A)   Make sure the advertisement is still appropriate for viewing by children.
B)   Make the appeal so strong that it appears humorous.
C)   Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D)   Avoid any reference to death or dying.
E)   Make sure to emphasize that the outcome rests in the viewers' hands.F) B) and E)
G) A) and E)

Question 2

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Accepted Answer

A)   frequency.
B)   CPM.
C)   reach.
D)   rating.
E)   gross rating points.F) C) and E)
G) B) and E)

Question 3

publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Accepted Answer

A)   public service announcement
B)   cooperative advertisement
C)   cause-related publicity
D)   news conference
E)   news releaseF) A) and C)
G) B) and D)

Question 4

advantage of using billboards as an advertising medium is

Accepted Answer

A)   it is environmentally friendly.
B)   it has universal appeal.
C)   it is particularly suited to national campaigns.
D)   it is especially suited for persuasive advertisements.
E)   it has high visibility.F) B) and E)
G) B) and D)

Question 5

Candie's Ad
-Bebe,a contemporary women's clothing store,uses evocative imagery in its advertising,it is using which type of advertising appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   guilt
E)   self-esteemF) D) and E)
G) All of the above

Question 6

disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)   as a relatively new medium, it has attracted limited use.
B)   the click-through rate has been declining because consumers are developing "banner blindness."
C)   pay-per-click search ads on Google are expensive and ineffective.
D)   it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E)   it often creates more traffic than a firm can actually handle.F) A) and E)
G) A) and B)

Question 7

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

A)   pretests
B)   double blind tests
C)   efficacy trials
D)   aided recall tests
E)   sales testsF) B) and E)
G) B) and C)

Question 8

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Accepted Answer

A)   Second
B)   Satisfying customers
C)   Making money
D)   Beating Microsoft
E)   GreatF) A) and B)
G) B) and D)

Question 9

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 __________ to measure the effectiveness of its ads.

Accepted Answer

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

Question 10

full-service advertising 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, but 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 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)   an organization 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 in order to save the firm money.F) B) and E)
G) B) and C)

Question 11

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 trend to create sex or humor appeals often dilutes the effectiveness of the message.
E)   the lack of noise associated with their use in the communication channel.F) A) and E)
G) C) and E)

Question 12

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 trend to create sex or humor appeals often dilutes the effectiveness of the message.F) B) and D)
G) B) and E)

Question 13

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign is an example of a __________ campaign.

Accepted Answer

A)   competitive institutional
B)   competitive product
C)   advocacy
D)   pioneering product
E)   pioneering institutionalF) A) and B)
G) B) and E)

Question 14

trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Accepted Answer

A)   finance allowance
B)   promotional allowance
C)   merchandise allowance
D)   case allowance
E)   failure feeF) A) and B)
G) B) and E)

Question 15

Describe the three forms of product advertisements.What are their objectives?

Accepted Answer

Product advertisements take three forms:...

Question 16

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 17

Google chose a new model for its advertising,it decided to

Accepted Answer

A)   show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B)   randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C)   customize all advertisements to reflect customers' preferences for color, music, and fonts based on information obtained from cookies.
D)   create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E)   create an "ad-option" page for consumers to create their own consumer profile- blocking out products and services they don't want and selecting the products and services they do.F) B) and D)
G) B) and E)

Question 18

Figure 18-2B
-respect to Figure 18-2B above,"B" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Accepted Answer

A)   direct mail
B)   newspapers
C)   radio
D)   magazines
E)   televisionF) C) and D)
G) B) and C)

Question 19

fastest growing form of Internet advertising is __________.

Accepted Answer

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

Question 20

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

Accepted Answer

A)   differentiation
B)   pioneering
C)   persuasive
D)   philanthropic
E)   informationalF) A) and D)
G) All of the above

Exam 18: Advertising, Sales Promotion, and Public Relations

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

full-service advertising agency refers to

Correct Answer
verified

Figure 18-2B -respect to Figure 18-2B above,"B" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct Answer
verified

advantage of using billboards as an advertising medium is

Correct Answer
verified

Candie's Ad -Bebe,a contemporary women's clothing store,uses evocative imagery in its advertising,it is using which type of advertising appeal?

Correct Answer
verified

disadvantage of using the Internet as an advertising medium is

Correct Answer
verified

trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct Answer
verified

fastest growing form of Internet advertising is __________.

Correct Answer
verified

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Correct Answer
verified

Correct Answer
verified

publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Correct Answer
verified

Which of the following is an important guideline provided in the text for using a fear appeal?

Correct Answer
verified

disadvantage of using magazines as an advertising medium is

Correct Answer
verified

disadvantage of using magazines as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign is an example of a __________ campaign.

Correct Answer
verified

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct Answer
verified

Google chose a new model for its advertising,it decided to

Correct Answer
verified

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Correct Answer
verified

Describe the three forms of product advertisements.What are their objectives?

Correct Answer
verified
Product advertisements take three forms:...
View Answer

Exam 18: Advertising, Sales Promotion, and Public Relations

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

full-service advertising agency refers to

Correct AnswerverifiedShow Answer

Figure 18-2B -respect to Figure 18-2B above,"B" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct AnswerverifiedShow Answer

advantage of using billboards as an advertising medium is

Correct AnswerverifiedShow Answer

Candie's Ad -Bebe,a contemporary women's clothing store,uses evocative imagery in its advertising,it is using which type of advertising appeal?

Correct AnswerverifiedShow Answer

disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

Correct AnswerverifiedShow Answer

fastest growing form of Internet advertising is __________.

Correct AnswerverifiedShow Answer

Because consumers often do not pay close attention to advertising messages,advertisers want to reach the same audience more than once.The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

publicity tool that is heavily relied on by nonprofit organizations,and which involves free space or time donated by the media,is referred to as a __________.

Correct AnswerverifiedShow Answer

Which of the following is an important guideline provided in the text for using a fear appeal?

Correct AnswerverifiedShow Answer

disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign is an example of a __________ campaign.

Correct AnswerverifiedShow Answer

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct AnswerverifiedShow Answer

Google chose a new model for its advertising,it decided to

Correct AnswerverifiedShow Answer

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

Describe the three forms of product advertisements.What are their objectives?

Correct AnswerverifiedProduct advertisements take three forms:...View AnswerShow Answer

Correct Answer
verified
Setting schedules requires an understand...
View Answer

Correct Answer
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Correct Answer
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verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified
Product advertisements take three forms:...
View Answer