Question 1

The primary purpose of a competitive advertisement is to

Accepted Answer

A)  tell people what a product is,what it can do,and where it can be found.
B)  assure current users they made the right choice.
C)  reinforce previous knowledge of a product.
D)  promote a specific brand's features and benefits.
E)  promote the advantages of one product class over another.F) A) and D)
G) A) and C)

Question 2

Starch Test Image
-The Starch test shown above is an example of a(n)

Accepted Answer

A)  sales test
B)  unaided recall test
C)  aided recall test
D)  inquiry test
E)  concept testF) A) and B)
G) B) and E)

Question 3

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

Accepted Answer

A)  has a short exposure time.
B)  is a low-cost medium.
C)  as an unlimited amount of advertising time available.
D)  can be used to convey complex messages.
E)  can use pictures,print,sound,and motion.F) A) and B)
G) A) and C)

Question 4

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit,plus bonuses if specific goals are met.This type of agency is referred to as a(n) __________.

Accepted Answer

A)  full-service agency
B)  in-house agency
C)  modified-service agency
D)  promotional firm
E)  limited-service agencyF) B) and E)
G) A) and E)

Question 5

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Accepted Answer

A)  wasted coverage
B)  media divergence
C)  dual exposure
D)  over-exposure
E)  advertising spill-overF) A) and C)
G) C) and D)

Question 6

Gross rating points (GRPs) are determined by the formula

Accepted Answer

A)  reach multiplied by frequency.
B)  reach multiplied by rating.
C)  rating multiplied by frequency.
D)  cost divided by reach.
E)  cost divided by (reach multiplied by frequency) .F) B) and D)
G) B) and C)

Question 7

-What type of product advertisement is the 1&1 ad shown above?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) B) and E)
G) D) and E)

Question 8

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A)  product
B)  public service
C)  institutional
D)  reminder
E)  repositioningF) A) and B)
G) B) and C)

Question 9

In the traditional advertising model,advertisers were charged using a __________ approach,which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A)  cost per thousand occurrences; cost-per-clack
B)  cost per thousand incidences; cost-per-snap
C)  cost per thousand impressions; cost-per-click
D)  cost per thousand recurrences; cost-per-lead
E)  cost per thousand frequencies; cost-per-hitF) C) and D)
G) B) and C)

Question 10

All of the following statements are true about newspapers EXCEPT:

Accepted Answer

A)  local retailers often use newspapers as their sole advertising medium.
B)  newspapers are generally limited to ads that call for an immediate customer response.
C)  national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)  a long lead-time is needed to place an ad in a local newspaper.
E)  newspapers have excellent reach potential.F) A) and C)
G) A) and E)

Question 11

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums
E)  discounts.F) None of the above
G) D) and E)

Question 12

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)  a merchandise deal.
B)  product enhancement.
C)  a loyalty program.
D)  retail positioning.
E)  experiential decoding.F) B) and C)
G) A) and E)

Question 13

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Accepted Answer

A)  sample
B)  deal
C)  premium
D)  rebate
E)  couponF) D) and E)
G) A) and D)

Question 14

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

Accepted Answer

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

Question 15

Figure 15-1B
-With respect to Figure 15-1B above,"B" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Accepted Answer

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

Question 16

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A)  premium
B)  deal
C)  coupon
D)  rebate
E)  student incentiveF) D) and E)
G) A) and B)

Question 17

Google purchased _________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)  YouTube
B)  ClickBot
C)  eBay
D)  DoubleHit
E)  DoubleClickF) A) and E)
G) None of the above

Question 18

Most advertising messages are made up of two elements,which are

Accepted Answer

A)  expository and persuasional.
B)  informational and persuasional.
C)  informational and creative.
D)  functional and persuasional.
E)  creative and rhetorical.F) None of the above
G) C) and E)

Question 19

Product advertisements refer to advertisements that focus on

Accepted Answer

A)  a product class rather than on an individual brand.
B)  building goodwill or an image for an organization.
C)  counteracting negative opinions.
D)  selling a product or service.
E)  clarifying misconceptions.F) A) and B)
G) B) and D)

Question 20

Product placement refers to

Accepted Answer

A)  the consumer promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product.
B)  the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C)  the placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D)  the use of a brand-name product in a movie,television show,or commercial without the manufacturer's knowledge or permission,and without compensation.
E)  a variable fee paid by producers of movies,television products,or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.F) B) and C)
G) C) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

Gross rating points (GRPs) are determined by the formula

Correct Answer
verified

-What type of product advertisement is the 1&1 ad shown above?

Correct Answer
verified

Google purchased _________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct Answer
verified

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Correct Answer
verified

In the traditional advertising model,advertisers were charged using a approach,which charged for the impressions made by an ad.Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Correct Answer
verified

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct Answer
verified

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct Answer
verified

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Correct Answer
verified

Starch Test Image -The Starch test shown above is an example of a(n)

Correct Answer
verified

All of the following statements are true about newspapers EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

Most advertising messages are made up of two elements,which are

Correct Answer
verified

Figure 15-1B -With respect to Figure 15-1B above,"B" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct Answer
verified

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

Product placement refers to

Correct Answer
verified

Product advertisements refer to advertisements that focus on

Correct Answer
verified

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Correct Answer
verified

The primary purpose of a competitive advertisement is to

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Gross rating points (GRPs) are determined by the formula

Correct AnswerverifiedShow Answer

-What type of product advertisement is the 1&1 ad shown above?

Correct AnswerverifiedShow Answer

Google purchased _________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

When people outside the target market for the product see a firm's advertisement,it is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

The radio commercial said,"Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

Correct AnswerverifiedShow Answer

Starch Test Image -The Starch test shown above is an example of a(n)

Correct AnswerverifiedShow Answer

All of the following statements are true about newspapers EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Most advertising messages are made up of two elements,which are

Correct AnswerverifiedShow Answer

Figure 15-1B -With respect to Figure 15-1B above,"B" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart) ?

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Product advertisements refer to advertisements that focus on

Correct AnswerverifiedShow Answer

Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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