Question 1

Continuous scheduling would most likely be used for advertising:

Accepted Answer

A)  bathroom cleaner.
B)  school supplies.
C)  snow blowers.
D)  toys.E) B) and C)
F) A) and D)

Question 2

Reminder product and brand advertising is typically used to:

Accepted Answer

A)  inform the target market.
B)  persuade the target market.
C)  identify the target market.
D)  reinforce previous knowledge.E) B) and C)
F) All of the above

Question 3

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a _________  _.

Accepted Answer

A)  pioneering institutional ad
B)  reminder institutional ad
C)  product ad
D)  competitive institutional adE) A) and D)
F) A) and C)

Question 4

According to Advertising Standards Canada (ASC) and the research firm, The Gandalf Group, all of the following statements about sexism in advertising are true EXCEPT:

Accepted Answer

A)  Canadians continue to find negative portrayals almost universally acceptable.
B)  Most Canadians believe that at least some advertising is sexist toward women (63 percent) .
C)  Less than half of Canadians believe that advertising is sexist toward men (40 percent) .
D)  67 percent of Canadians say they are less likely to buy a product from a company running a sexist ad.E) B) and D)
F) B) and C)

Question 5

MojoMax Health, a maker of an all-natural recovery product, sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold. This is an example of:

Accepted Answer

A)  manufacturers' promotions.
B)  consumer promotions.
C)  trade-oriented sales promotions.
D)  sales promotions.E) C) and D)
F) None of the above

Question 6

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. This type of incentive offer is an example of:

Accepted Answer

A)  a consumer-oriented sales promotion.
B)  mass-market communication.
C)  a trade promotion.
D)  consumer encoding.E) A) and D)
F) All of the above

Question 7

Reminder advertising is most likely to be used at which stage of the product life cycle?

Accepted Answer

A)  decline
B)  maturity
C)  growth
D)  introductionE) B) and C)
F) All of the above

Question 8

In planning and obtaining publicity, a frequently used tool is the:

Accepted Answer

A)  news release
B)  double-page spread
C)  trade show
D)  infomercialE) A) and D)
F) All of the above

Question 9

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products which are perishable
B)  products in the decline stage of their product life cycle
C)  commodity products like salt, sugar, and baking soda
D)  products which are classified as shopping goodsE) None of the above
F) A) and D)

Question 10

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over two-thirds of all television ads.
B)  Comparative advertisements attract less consumer attention in the advertiser's brand.
C)  Comparative advertisements have been banned by the Federal Trade Commission.
D)  Comparative advertisements increase the perceived quality of the advertiser's brand.E) All of the above
F) B) and C)

Question 11

The Kraft Hockeyville program involved a nationwide search for Canada's most passionate hockey community. Kraft will award the community that shows their grassroots passion for hockey. Kraft is involved in _________.

Accepted Answer

A)  institutional advertising
B)  sponsorship marketing
C)  direct marketing
D)  product advertisementE) B) and C)
F) A) and D)

Question 12

Portfolio tests:

Accepted Answer

A)  present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
B)  present a panel of consumers with an ad for a limited period of time. The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
C)  place a test ad in the midst of other ads and stories, instruct consumers to look at the ads and stories, and then ask consumers questions about what was seen.
D)  present consumers with a sample of a product and several different advertisements for the product. They are asked to select the one they think is most effective and explain why.E) None of the above
F) All of the above

Question 13

All of the following are true statements about coupons, except:

Accepted Answer

A)  a company's market share decreases during the period immediately after coupons are distributed
B)  Groupon and Facebook offer electronic coupons
C)  a company's market share increases during the period immediately after coupons are distributed
D)  gross revenues can be decreased from purchases by already-loyal customersE) All of the above
F) A) and B)

Question 14

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 known as a:

Accepted Answer

A)  Retail positioning
B)  Product enhancement
C)  Loyalty program
D)  Merchandise liningE) None of the above
F) All of the above

Question 15

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A)  Be sure to make it appeal to children.
B)  Avoid any reference to death or dying.
C)  Make the appeal so strong that it appears humorous.
D)  Don't make the appeal so strong that consumers want to avoid the advertisement.E) B) and C)
F) A) and D)

Question 16

Jury tests:

Accepted Answer

A)  present consumers with a hidden ad, which they are asked to recall.
B)  present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
C)  present a panel of consumers with an ad for a limited period of time. The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
D)  present consumers with a sample of a product and several different advertisements for the product. They are asked to select the one they think is most effective and explain why.E) All of the above
F) None of the above

Question 17

Reinforcement ads are reminder ads that:

Accepted Answer

A)  reassure consumers that they have made the correct choice in choosing the product.
B)  repeat ad campaigns that have been used before in order to remind customers of past loyalty.
C)  repeat the original theme in a slightly varied form to help avoid burnout.
D)  reaffirm a company's position on an issue of importance or interest.E) A) and B)
F) None of the above

Question 18

According to Advertising Standards Canada (ASC) , most Canadians have a ________ view of advertising, including the role it plays in our economy.

Accepted Answer

A)  negative
B)  neutral
C)  unfavourabl e
D)  favourableE) All of the above
F) A) and C)

Question 19

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 cost per thousand (CPM) be?

Accepted Answer

A)  $2.00
B)  $3.00
C)  $5.00
D)  $4.00E) All of the above
F) B) and D)

Question 20

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. Taco Bell used a sales promotion technique called:

Accepted Answer

A)  sampling.
B)  a self-liquidating premium.
C)  a special deal.
D)  a rebate.E) A) and B)
F) A) and C)

Exam 17: Advertising, Sales Promotion, and Public Relations

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. This type of incentive offer is an example of:

Correct AnswerverifiedShow Answer

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a _________ _.

Correct AnswerverifiedShow Answer

Sampling is an appropriate strategy for which type of products?

Correct AnswerverifiedShow Answer

Reminder product and brand advertising is typically used to:

Correct AnswerverifiedShow Answer

The Kraft Hockeyville program involved a nationwide search for Canada's most passionate hockey community. Kraft will award the community that shows their grassroots passion for hockey. Kraft is involved in _________.

Correct AnswerverifiedShow Answer

MojoMax Health, a maker of an all-natural recovery product, sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold. This is an example of:

Correct AnswerverifiedShow Answer

According to Advertising Standards Canada (ASC) , most Canadians have a ________ view of advertising, including the role it plays in our economy.

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that:

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 known as a:

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising:

Correct AnswerverifiedShow Answer

Reminder advertising is most likely to be used at which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

Portfolio tests:

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using fear appeal?

Correct AnswerverifiedShow Answer

According to Advertising Standards Canada (ASC) and the research firm, The Gandalf Group, all of the following statements about sexism in advertising are true EXCEPT:

Correct AnswerverifiedShow Answer

In planning and obtaining publicity, a frequently used tool is the:

Correct AnswerverifiedShow Answer

Jury tests:

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 cost per thousand (CPM) be?

Correct AnswerverifiedShow Answer

All of the following are true statements about coupons, except:

Correct AnswerverifiedShow Answer

Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. Taco Bell used a sales promotion technique called:

Correct AnswerverifiedShow Answer

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