Question 1

Purchase frequency is related to the scheduling of advertising how?

Accepted Answer

A)   Flighting advertising schedules are best for converting brand-loyal and frequent customers of the firm's product.
B)   Frequent advertising can depress the number of times a buyer purchases a product during its life cycle.
C)   Advertising regularly is the best method to prevent a consumer from trying competitive brands.
D)   How frequently a product is purchased is independent of the advertising schedule.
E)   The more frequently the product is purchased, the less advertising repetition is required.F) C) and D)
G) B) and E)

Question 2

The U.S.Air Force 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)   reminder institutional
B)   competitive institutional
C)   pioneering institutional
D)   advocacy
E)   subliminal institutionalF) All of the above
G) A) and C)

Question 3

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as

Accepted Answer

A)   a continuous schedule.
B)   a phased schedule.
C)   a pulse schedule.
D)   a turnover schedule.
E)   an intermittent schedule.F) A) and B)
G) B) and D)

Question 4

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of

Accepted Answer

A)   mobile advertising.
B)   place-based billboards.
C)   mobile signage.
D)   transit advertising.
E)   transportation advertising.F) C) and E)
G) A) and D)

Question 5

Media selection decisions are related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and

Accepted Answer

A)   the capabilities of the advertising agency.
B)   audience preferences.
C)   the costs of alternative media.
D)   media spending by competitors.
E)   available airtime.F) A) and C)
G) A) and D) C

Question 6

Suppose 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 USA Today (newspaper) is $207,720 and its U.S.audience size is 1,711,696.The cost of a full-page color ad in the U.S.national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000.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 five media alternatives has the lowest CPM?

Accepted Answer

A)   The Wall Street Journal
B)   USA Today
C)   Bloomberg Businessweek
D)   Sports Illustrated
E)   Super BowlF) D) and E)
G) A) and C)

Question 7

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 release.F) A) and D)
G) All of the above

Question 8

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 game, 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)   being 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, video game, 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) A) and E)
G) None of the above

Question 9

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Accepted Answer

A)   advertorials.
B)   infomercials.
C)   advermercials.
D)   edutainment ads.
E)   extended advertising messages.F) B) and E)
G) A) and E)

Question 10

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

Accepted Answer

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

Question 11

A comparative ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   assures current users they made the right choice.
C)   promotes a specific brand's features and benefits.
D)   tells people what a product is, what it can do, and where it can be found.
E)   shows one brand's strengths relative to those of competitors.F) A) and D)
G) All of the above

Question 12

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) B) and D)
G) All of the above C

Question 13

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)   pioneering
B)   competitive
C)   reminder
D)   political
E)   advocacyF) A) and B)
G) None of the above

Question 14

CPM Marketing Dashboard 
-According to the CPM Marketing Dashboard,the CPM for U.S.

Accepted Answer

A)  $35.
B)  $120.
C)  $132.
D)  $165.
E)  $209.F) B) and C)
G) C) and D) B

Question 15

Cooperative advertising refers to

Accepted Answer

A)   advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)   advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C)   advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall.
D)   advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)   advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) A) and D)
G) A) and C)

Question 16

Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.

Accepted Answer

A)   30
B)   40
C)   50
D)   60
E)   70F) A) and D)
G) B) and E)

Question 17

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Accepted Answer

A)  an MBA."
B)  doing evil."
C)  compromising ethics."
D)  cheating the other guy."
E)  working 24/7."F) A) and B)
G) B) and D)

Question 18

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or any sign of a product in the ad.This ad was an example of __________ advertising.

Accepted Answer

A)   competitive institutional
B)   competitive product
C)   advocacy
D)   pioneering product
E)   reminder institutionalF) A) and B)
G) None of the above

Question 19

A form of click fraud is called PTR,which is an acronym for

Accepted Answer

A)   Paid-to-Read.
B)   Ping-to-Read.
C)   Profit-to-Read.
D)   Place-to-Read.
E)   Priced-to-Read.F) A) and B)
G) C) and E)

Question 20

An ad for Hydroxycut,a dietary supplement sold as a weight loss aid,depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds.This ad is using

Accepted Answer

A)   a rhetorical appeal.
B)   a sex appeal.
C)   a humorous appeal.
D)   an appeal to self-esteem.
E)   a fear appeal.F) All of the above
G) None of the above

Exam 15: Advertising, sales Promotion, and Public Relations

Purchase frequency is related to the scheduling of advertising how?

Correct Answer
verified

The U.S.Air Force 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

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as

Correct Answer
verified

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of

Correct Answer
verified

Media selection decisions are related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and

Correct Answer
verified
C

Correct Answer
verified

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
verified

Product placement refers to

Correct Answer
verified

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Correct Answer
verified

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

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

A comparative ad

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
C

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

CPM Marketing Dashboard -According to the CPM Marketing Dashboard,the CPM for U.S.

Correct Answer
verified
B

Cooperative advertising refers to

Correct Answer
verified

Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Correct Answer
verified

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or any sign of a product in the ad.This ad was an example of __________ advertising.

Correct Answer
verified

A form of click fraud is called PTR,which is an acronym for

Correct Answer
verified

An ad for Hydroxycut,a dietary supplement sold as a weight loss aid,depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds.This ad is using

Correct Answer
verified

Exam 15: Advertising, sales Promotion, and Public Relations

Purchase frequency is related to the scheduling of advertising how?

Correct AnswerverifiedShow Answer

The U.S.Air Force 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

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses.These ads are examples of

Correct AnswerverifiedShow Answer

Media selection decisions are related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and

Correct AnswerverifiedC

Correct AnswerverifiedShow Answer

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

Product placement refers to

Correct AnswerverifiedShow Answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

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

A comparative ad

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

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

CPM Marketing Dashboard -According to the CPM Marketing Dashboard,the CPM for U.S.

Correct AnswerverifiedB

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Correct AnswerverifiedShow Answer

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or any sign of a product in the ad.This ad was an example of __________ advertising.

Correct AnswerverifiedShow Answer

A form of click fraud is called PTR,which is an acronym for

Correct AnswerverifiedShow Answer

An ad for Hydroxycut,a dietary supplement sold as a weight loss aid,depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds.This ad is using

Correct AnswerverifiedShow Answer

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C

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

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C

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B

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