Question 1

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert...

Question 2

A limited-service agency

Accepted Answer

A)  provides the most complete range of services.
B)  is compensated by a contractual agreement.
C)  provides a range of services from limited to full.
D)  avoids an integrated marketing approach.
E)  engages only in social media strategies.F) A) and B)
G) B) and E)

Question 3

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Accepted Answer

A)  advertorials.
B)  infomercials.
C)  advermercials.
D)  edutainment ads.
E)  extended advertising messages.F) A) and E)
G) A) and B)

Question 4

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)

Accepted Answer

A)  sales test.
B)  jury test.
C)  theater test.
D)  attitude test.
E)  portfolio test.F) C) and D)
G) B) and E)

Question 5

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A)  better reach
B)  more effective visuals
C)  saving of ads by consumers
D)  better segmentation capability
E)  more effective in conveying complex informationF) C) and D)
G) A) and B)

Question 6

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.

Accepted Answer

A)  deals
B)  rebates
C)  samples
D)  premiums
E)  couponsF) C) and D)
G) B) and C)

Question 7

Because of consumer "banner blindness," the current click-through rate is ________ percent.

Accepted Answer

A)  0) 01
B)  0) 1
C)  1
D)  5
E)  10F) A) and C)
G) B) and E)

Question 8

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a

Accepted Answer

A)  sample.
B)  deal.
C)  rebate.
D)  premium.
E)  coupon.F) B) and E)
G) D) and E)

Question 9

Google developed ________,two business practice tools,to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Accepted Answer

A)  AdWords and AdSense
B)  AdPage and AdRoot
C)  AdLeaf and AdCall
D)  AdFolio and AdSummon
E)  AdRank and AdTagF) B) and C)
G) A) and E)

Question 10

A full-service advertising agency is

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 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 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)  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.F) C) and D)
G) None of the above

Question 11

The most sophisticated form of pretest is the

Accepted Answer

A)  portfolio test.
B)  sales test.
C)  attitude test.
D)  theater test.
E)  jury test.F) A) and C)
G) B) and D)

Question 12

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Accepted Answer

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

Question 13

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements now constitute over 90 percent of all television ads.
B)  Comparative advertisements often attract more consumer attention for the advertiser's brand.
C)  Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can,and often do,cause more harm than good.F) D) and E)
G) C) and E)

Question 14

What is a product placement? Give an example.

Accepted Answer

Product placement involves the growing u...

Question 15

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree. ," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  advocacy
E)  objectiveF) C) and D)
G) A) and C)

Question 16

For marketers,the primary objective of a point-of-purchase display is to

Accepted Answer

A)  eliminate the need for any special pricing promotion.
B)  retaliate against competitors' actions.
C)  encourage present customers to make recommendations to friends.
D)  build business inventory.
E)  increase product trial and provide in-store support for other promotions.F) C) and E)
G) B) and C)

Question 17

When developing the advertising program,specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A)  product or service features
B)  time constraints
C)  pricing constraints
D)  segmentation methods
E)  advertising objectivesF) C) and D)
G) B) and C)

Question 18

All of the following statements regarding the training of distributors' sales forces are true except which?

Accepted Answer

A)  A manufacturer's success often depends on the ability of its resellers' sales forces to represent its products.
B)  Manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.
C)  Intermediaries can perform customer contact and selling functions for the producers they represent.
D)  Both retailers and wholesalers employ and manage their own sales personnel.
E)  Resellers' sales forces are often the most sophisticated and knowledgeable about a manufacturer's products.F) A) and B)
G) A) and E)

Question 19

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A)  rely on celebrities so they are very expensive.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly,boring the consumer.
E)  don't appeal to the Generation Y cohort.F) A) and D)
G) None of the above

Question 20

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Accepted Answer

A)  15-second
B)  30-second
C)  60-second
D)  infomercial
E)  Super BowlF) B) and D)
G) B) and C)

Exam 18: Advertising,sales Promotion,and Public Relations

A full-service advertising agency is

Correct Answer
verified

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Correct Answer
verified

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)

Correct Answer
verified

Google developed ________,two business practice tools,to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct Answer
verified

When developing the advertising program,specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct Answer
verified

What is a product placement? Give an example.

Correct Answer
verified
Product placement involves the growing u...
View Answer

Which of the following statements about comparative advertising is most accurate?

Correct Answer
verified

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Correct Answer
verified

Because of consumer "banner blindness," the current click-through rate is ________ percent.

Correct Answer
verified

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Correct Answer
verified

All of the following statements regarding the training of distributors' sales forces are true except which?

Correct Answer
verified

The most sophisticated form of pretest is the

Correct Answer
verified

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

While many commercials that use humorous appeals gain the attention of the audience,they

Correct Answer
verified

A limited-service agency

Correct Answer
verified

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.

Correct Answer
verified

Correct Answer
verified

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree. ," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Correct Answer
verified

For marketers,the primary objective of a point-of-purchase display is to

Correct Answer
verified

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

A full-service advertising agency is

Correct AnswerverifiedShow Answer

The American Association of Advertising Agencies reports that high-quality ________ TV commercials typically cost about $354,000 to produce.

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)

Correct AnswerverifiedShow Answer

Google developed ________,two business practice tools,to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct AnswerverifiedShow Answer

When developing the advertising program,specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct AnswerverifiedShow Answer

What is a product placement? Give an example.

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as

Correct AnswerverifiedShow Answer

Because of consumer "banner blindness," the current click-through rate is ________ percent.

Correct AnswerverifiedShow Answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Correct AnswerverifiedShow Answer

All of the following statements regarding the training of distributors' sales forces are true except which?

Correct AnswerverifiedShow Answer

The most sophisticated form of pretest is the

Correct AnswerverifiedShow Answer

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

While many commercials that use humorous appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

A limited-service agency

Correct AnswerverifiedShow Answer

Valpak is a firm that sends consumers a package of ________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree. ," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a point-of-purchase display is to

Correct AnswerverifiedShow Answer

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a

Correct AnswerverifiedShow Answer

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Product placement involves the growing u...
View Answer

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verified

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verified
Pretests are conducted before the advert...
View Answer

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