Question 1

Advertisements are prepared for different purposes, but they basically consist of two types:

Accepted Answer

A)  product advertisements and institutional advertisements.
B)  pre-purchase advertisements and post-purchase advertisements.
C)  promotional advertisements and reinforcement advertisements.
D)  promotional advertisements and informative advertisements.
E)  product advertisements and service advertisements.F) A) and E)
G) A) and D)

Question 2

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 9 states, "You can be serious without _________."

Accepted Answer

A)  a PhD
B)  an MBA
C)  a suit
D)  an "attitude"
E)  losing your sense of humorF) A) and B)
G) None of the above

Question 3

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states, "There's always more __________ out there."

Accepted Answer

A)  competition
B)  opportunity
C)  information
D)  money to be made
E)  customers to serveF) A) and D)
G) A) and C)

Question 4

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Accepted Answer

A)  $5.00
B)  $4.00
C)  $3.00
D)  $2.00
E)  $1.00F) A) and C)
G) A) and D)

Question 5

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

Question 6

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states, "It's best to do __________ really, really well."

Accepted Answer

A)  your job
B)  one thing
C)  everything
D)  whatever you love
E)  what you are afraid ofF) All of the above
G) A) and D)

Question 7

Although national advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products, exceptions to this would be _________.

Accepted Answer

A)  The National Enquirer and The National Review
B)  The Wall Street Journal and USA Today
C)  The Trader and The National Enquirer
D)  The New York Times and The Saturday Evening Post
E)  The Christian Science Monitor and The Huffington PostF) B) and E)
G) A) and C)

Question 8

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is relatively low-cost.
D)  it is particularly suited to national campaigns.
E)  it is especially suited for pioneering advertisements.F) C) and E)
G) B) and E)

Question 9

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  magazines have distinct profiles for narrowly defined target segments.
B)  it takes a relatively short time to place the ad.
C)  the cost of placing a magazine ad is extremely low.
D)  there is usually little competition with other magazine features.
E)  there is no need or benefit to incorporating graphics.F) A) and B)
G) A) and C)

Question 10

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters-referred to as _________.

Accepted Answer

A)  product placements
B)  place-based media
C)  invasive placements
D)  electronic advertising
E)  cooperative advertisingF) B) and D)
G) A) and B)

Question 11

Sales promotion has become a key element of the promotional mix, which now accounts for ________ in annual expenditures.

Accepted Answer

A)  $40.2 million
B)  $239.8 million
C)  $12.6 billion
D)  $25.5 billion
E)  $45.8 billionF) B) and E)
G) B) and C)

Question 12

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) C) and E)
G) A) and B)

Question 13

Pretests refer to

Accepted Answer

A)  tests conducted before an advertisement is placed in multiple mediums to determine which medium reaches its intended target market best.
B)  tests conducted amongst company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)  tests conducted at regularly scheduled intervals, before and during an advertising campaign to objectively measure its effectiveness.
D)  tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement pretests.
E)  sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.F) B) and C)
G) A) and E)

Question 14

The three primary types of product advertisement are pioneering, competitive, and _________.

Accepted Answer

A)  industrial
B)  reminder
C)  persuasive
D)  psychological
E)  informationalF) B) and D)
G) B) and E)

Question 15

FIGURE 16-6 
-According to Figure 16-6 above the CPM for USA Today would be approximately?

Accepted Answer

A)  $41
B)  $53
C)  $67
D)  $94
E)  $170F) D) and E)
G) A) and B)

Question 16

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to services provided and composition.

Accepted Answer

Advertising programs can range from comp...

Question 17

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create customer loyalty.Which sales promotion should it employ?

Accepted Answer

A)  a game with food prizes
B)  a two-for-the-price-of-one deal
C)  a coupon for a free soft drink with a Gyro purchase
D)  free Extra Juicy Gyro samples at local fairs and concerts
E)  a trading stamp program, which allows buyers to earn free food after making a certain number of purchasesF) B) and C)
G) A) and E)

Question 18

One advantage of using magazines as an advertising medium is

Accepted Answer

A)  magazines can convey complex information.
B)  it takes a relatively short time to place the ad.
C)  there is no need to incorporate graphics.
D)  there is little noise in the communications process.
E)  magazine ads encourage competition which promotes higher value to the consumer.F) C) and E)
G) D) and E)

Question 19

FIGURE 16-3 
-is an example of which type of advertising?

Accepted Answer

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

Question 20

The army branch of the U.S.military sponsors a campaign directed toward potential recruits and to inform them of the opportunities in the army.What type of ad is this type of advertising?

Accepted Answer

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

Exam 16: Advertising, Sales Promotion, and Public Relations

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to services provided and composition.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

A 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

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options-in airports, doctors' offices, health clubs, or theaters-referred to as _________.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 9 states, "You can be serious without _________."

Correct AnswerverifiedShow Answer

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix, which now accounts for ________ in annual expenditures.

Correct AnswerverifiedShow Answer

Advertisements are prepared for different purposes, but they basically consist of two types:

Correct AnswerverifiedShow Answer

FIGURE 16-6 -According to Figure 16-6 above the CPM for USA Today would be approximately?

Correct AnswerverifiedShow Answer

Although national advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products, exceptions to this would be _________.

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

FIGURE 16-3 -is an example of which type of advertising?

Correct AnswerverifiedShow Answer

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create customer loyalty.Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are pioneering, competitive, and _________.

Correct AnswerverifiedShow Answer

The army branch of the U.S.military sponsors a campaign directed toward potential recruits and to inform them of the opportunities in the army.What type of ad is this type of advertising?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states, "It's best to do __________ really, really well."

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 7 states, "There's always more __________ out there."

Correct AnswerverifiedShow Answer

Pretests refer to

Correct AnswerverifiedShow Answer

One advantage of using outdoor advertising as an advertising medium is

Correct AnswerverifiedShow Answer

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