Question 1

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Accepted Answer

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

Question 2

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Accepted Answer

A)  jury testing.
B)  tracking tests.
C)  exposure testing.
D)  posttesting.
E)  pretesting.F) C) and E)
G) B) and D)

Question 3

Frequency in advertising refers to

Accepted Answer

A)  the number of different advertisements,sales promotions,or publicity events in an IMC campaign for a product or service.
B)  the total number of times an advertisement is aired on television or radio.
C)  the average number of times a firm airs an advertisement.
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness.
E)  the average number of times a person in the target audience is exposed to an advertisement.F) D) and E)
G) B) and D)

Question 4

List two advantages and two disadvantages of using each of these for advertising: television,radio,magazines,and newspapers.

Accepted Answer

Television-Advantages: (1)reaches extrem...

Question 5

________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

A)  Institutional
B)  Reminder
C)  Competitive
D)  Pioneering
E)  ObjectiveF) A) and E)
G) D) and E)

Question 6

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

Accepted Answer

A)  lobbying
B)  events management
C)  disclosure statement
D)  news release
E)  public service announcementF) A) and E)
G) None of the above

Question 7

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) A) and C)
G) C) and D)

Question 8

Virgin Mobile,a mobile communications service provider,recently offered consumers a ________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Accepted Answer

A)  premium
B)  deal
C)  coupon
D)  rebate
E)  student incentiveF) All of the above
G) B) and E)

Question 9

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Accepted Answer

A)  Express strong support for First Amendment freedom and stand its ground.
B)  Develop an infomercial for its product that is relevant,useful to its customer,and entertaining.
C)  Produce a public service announcement in support of its current,successful approach.
D)  Take advantage of the publicity and run the ads in question more frequently.
E)  Take steps toward self-regulation,imposing standards on its promotional activities that reflect the values of society.F) A) and B)
G) B) and E)

Question 10

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Accepted Answer

A)  CPM = (Advertising cost ($) ÷ Audience size) × 100.
B)  CPM = (Frequency ($) ÷ Audience size) × 1,000.
C)  CPM = (Frequency ($) ÷ Audience size) × 100.
D)  CPM = (Advertising cost ($) ÷ Audience size) × 1,000.
E)  CPM = (Advertising cost ($) ÷ Audience siz
E)  × 1,000,000.F) None of the above
G) A) and B)

Question 11

Bridgestone uses ________ institutional ads in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Accepted Answer

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

Question 12

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Accepted Answer

A)  publicity.
B)  sales promotion.
C)  advertising.
D)  personal selling.
E)  direct marketing.F) None of the above
G) A) and B)

Question 13

The U.S.Army sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist.This is an example of a(n) ________ advertisement.

Accepted Answer

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

Question 14

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience

Accepted Answer

A)  gender.
B)  education.
C)  income.
D)  ethnicity.
E)  occupation.F) A) and B)
G) A) and E)

Question 15

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Accepted Answer

A)  is the next frontier."
B)  is the power behind change."
C)  is insatiable."
D)  separates the winners from the losers."
E)  crosses all borders."F) A) and E)
G) B) and D)

Question 16

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Accepted Answer

A)  buyer turnover.
B)  the frequency rate.
C)  the brand awareness rate.
D)  the forgetting rate.
E)  the recall dissipation rate.F) A) and E)
G) D) and E)

Question 17

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Accepted Answer

A)  GRP.
B)  CPT.
C)  TMP.
D)  CPM.
E)  CT.F) B) and D)
G) B) and E)

Question 18

Assume the following information: The cost of a full-page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S.audience size is 1,566,027.The cost of a full-page color ad in the U.S.national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000.The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000.Using this information,which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)  reach
B)  frequency
C)  CPM
D)  rating
E)  GRPF) C) and D)
G) A) and D)

Question 19

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  the perishability of the message.
B)  messages are automatically translated into multiple languages.
C)  Internet advertising can use rich media to create interactive ads.
D)  there are no real costs except computers used for initial encoding.
E)  uniform reach among all target markets.F) A) and B)
G) A) and D)

Question 20

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)  trade promotion programs.
B)  consumer promotion programs.
C)  cooperative advertising programs.
D)  cause-related marketing programs.
E)  shared-responsibility programs.F) C) and D)
G) A) and D)

Exam 18: Advertising,sales Promotion,and Public Relations

List two advantages and two disadvantages of using each of these for advertising: television,radio,magazines,and newspapers.

Correct Answer
verified
Television-Advantages: (1)reaches extrem...
View Answer

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

Correct Answer
verified

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct Answer
verified

________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct Answer
verified

Virgin Mobile,a mobile communications service provider,recently offered consumers a ________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct Answer
verified

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

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

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct Answer
verified

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience

Correct Answer
verified

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Correct Answer
verified

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct Answer
verified

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct Answer
verified

The U.S.Army sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist.This is an example of a(n) ________ advertisement.

Correct Answer
verified

Bridgestone uses ________ institutional ads in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Correct Answer
verified

Correct Answer
verified

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct Answer
verified

Frequency in advertising refers to

Correct Answer
verified

Exam 18: Advertising,sales Promotion,and Public Relations

List two advantages and two disadvantages of using each of these for advertising: television,radio,magazines,and newspapers.

Correct AnswerverifiedTelevision-Advantages: (1)reaches extrem...View AnswerShow Answer

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct AnswerverifiedShow Answer

Virgin Mobile,a mobile communications service provider,recently offered consumers a ________ of $100 when they switched their service during a seven-week period,and deducted it from the first bill.

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence.How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Correct AnswerverifiedShow Answer

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

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

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience

Correct AnswerverifiedShow Answer

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 8 states,"The need for information

Correct AnswerverifiedShow Answer

In terms of scheduling advertising,the speed with which buyers fail to recall a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) .The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

The U.S.Army sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist.This is an example of a(n) ________ advertisement.

Correct AnswerverifiedShow Answer

Bridgestone uses ________ institutional ads in its "One Team.One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally friendly factories.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

Correct AnswerverifiedShow Answer

Frequency in advertising refers to

Correct AnswerverifiedShow Answer

Correct Answer
verified
Television-Advantages: (1)reaches extrem...
View Answer

Correct Answer
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