Question 1

Which of the following statements about inquiry tests is most accurate?

Accepted Answer

A)  With inquiry tests,a question such as,"What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
B)  With inquiry tests,additional product information,product samples,or premiums are offered to an ad's readers or viewers,and ads generating the most inquiries are presumed to be the most effective.
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D)  In an inquiry test,respondents are asked questions to measure changes in their attitudes after an advertising campaign,such as whether they had a more favorable attitude toward the product advertised.
E)  In an inquiry test,respondents are first shown an ad and then asked whether their previous exposure to it was through reading,viewing,or listening.F) None of the above
G) A) and D)

Question 2

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Accepted Answer

A)  radio
B)  billboards
C)  television
D)  newspapers
E)  InternetF) C) and D)
G) A) and E)

Question 3

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  it has video and audio capabilities similar to television.
C)  there are no real costs except computers used for initial encoding.
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)  messages are automatically translated into multiple languages.F) A) and E)
G) A) and D) B

Question 4

A 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 tool
D)  news conference
E)  news releaseF) A) and E)
G) D) and E)

Question 5

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) A) and D)
G) D) and E)

Question 6

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Accepted Answer

A)  continuous schedule.
B)  flighting schedule.
C)  pulse schedule.
D)  phased schedule.
E)  unceasing schedule.F) A) and B)
G) None of the above

Question 7

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  fear appeal
E)  sex appealF) A) and B)
G) D) and E) E

Question 8

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

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements 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) None of the above
G) A) and D)

Question 9

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  inform people what a company is,what it can do,and where it is located.
C)  state the position of a company on an issue.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) B) and C)
G) C) and D)

Question 10

During a visit to superbowl-ads.com,you will find

Accepted Answer

A)  only the worst Super Bowl TV ads ever made.
B)  a rating of advertising agencies that produced the Super Bowls ads.
C)  the ads that ran during the last 15 Super Bowls.
D)  a look at how Super Bowl TV ads are made.
E)  ads that never aired during a Super Bowl.F) B) and D)
G) B) and C)

Question 11

When 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 based upon 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) A) and D)
G) A) and C)

Question 12

According to Figure 18-4 above,which firm has a 12.0% share of the Internet search?

Accepted Answer

A)  Ask
B)  AOL
C)  Microsoft
D)  Yahoo!
E)  GoogleF) C) and D)
G) B) and C)

Question 13

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  cognitive
E)  humorF) A) and B)
G) A) and E)

Question 14

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no competition.
B)  the print pages are quicker and easier to use than the Internet.
C)  they have a long life span/use period.
D)  they are more mobile than other information sources.
E)  there are no delivery costs.F) B) and E)
G) B) and C)

Question 15

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2013,the cost had soared to $3.8 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Accepted Answer

A)  the number of TV viewers for the Super Bowl since 1990 has grown substantially.
B)  the ads are much more elaborate and therefore more expensive to produce.
C)  the NFL knows advertisers will pay anything it wants.
D)  the ad agencies have dramatically increased their creative and production fees.
E)  the companies that create Super Bowl ads do not have to run any other ads all year long.F) B) and D)
G) A) and D)

Question 16

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

Accepted Answer

A)  The National Enquirer and The National Review
B)  The Wall Street Journal and USA Today
C)  The Daily Beast and The National Enquirer
D)  The New York Times and The Wall Street Journal
E)  The Christian Science Monitor and The Huffington PostF) B) and E)
G) None of the above

Question 17

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 use...

Question 18

The American Cancer Society reports that 57,000 Americans die from colon cancer each year.They estimate that this number would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people of course fear the possibility of bad news.To encourage people to get tested for colon cancer,several ads using a man (known as "Polyp Man") ,dressed in a big red suit making him look more like Mr.M&M to encourage people to get tested.This is MOST LIKELY an example of a __________ appeal.

Accepted Answer

A)  humorous
B)  cognitive
C)  rhetorical
D)  fear
E)  sexF) C) and D)
G) A) and E) A

Question 19

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Accepted Answer

A)  last
B)  perfect
C)  slow
D)  accurate
E)  pretty fastF) A) and E)
G) C) and D)

Question 20

All of the following statements are true about magazines EXCEPT:

Accepted Answer

A)  the magazine with the highest circulation is AARP The Magazine.
B)  consumer interests can be difficult to translate into a magazine theme,resulting in many magazine failures each year.
C)  national publications publish regional and even metro editions to reduce wasted coverage.
D)  most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones.
E)  Time magazine publishes both geographic and demographic editions in the U.S.F) A) and C)
G) B) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of the following statements about inquiry tests is most accurate?

Correct Answer
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Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Correct Answer
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One advantage of using the Internet as an advertising medium is

Correct Answer
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B

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

Correct Answer
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A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Correct Answer
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The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Correct Answer
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E

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

Correct Answer
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The purpose of pioneering institutional advertisements is to

Correct Answer
verified

During a visit to superbowl-ads.com,you will find

Correct Answer
verified

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

Correct Answer
verified

According to Figure 18-4 above,which firm has a 12.0% share of the Internet search?

Correct Answer
verified

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Correct Answer
verified

One advantage of using the yellow pages as an advertising medium is

Correct Answer
verified

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2013,the cost had soared to $3.8 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct Answer
verified

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

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 use...
View Answer

Correct Answer
verified
A

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Correct Answer
verified

All of the following statements are true about magazines EXCEPT:

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of the following statements about inquiry tests is most accurate?

Correct AnswerverifiedShow Answer

Which advertising medium uses circulation to describe its reach-the number of different people or households exposed to an advertisement?

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedB

A 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

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

Correct AnswerverifiedShow Answer

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

Correct AnswerverifiedE

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

Correct AnswerverifiedShow Answer

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

During a visit to superbowl-ads.com,you will find

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to Figure 18-4 above,which firm has a 12.0% share of the Internet search?

Correct AnswerverifiedShow Answer

The Geico ad shown above is MOST LIKELY an example of which type of appeal?

Correct AnswerverifiedShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2013,the cost had soared to $3.8 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Correct AnswerverifiedShow Answer

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products.Exceptions to this would be national daily print versions of __________.

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 use...View AnswerShow Answer

Correct AnswerverifiedA

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Correct AnswerverifiedShow Answer

All of the following statements are true about magazines EXCEPT:

Correct AnswerverifiedShow Answer

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B

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E

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

Correct Answer
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A

Correct Answer
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Correct Answer
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