Question 1

disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)   there is no similar competition.
B)   they are facing increasing public concern about the environmental impact of their paper-based print versions.
C)   the ads are perishable.
D)   few households with telephones have them.
E)   advertisers must create extensive databases for delivery .F) B) and D)
G) A) and D)

Question 2

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

Accepted Answer

A)   is the next frontier
B)   is the power behind change
C)   is insatiable
D)   separates the winners from the losers
E)   crosses all bordersF) C) and D)
G) B) and D)

Question 3

ad for Conseco Insurance asks the question,"How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

Accepted Answer

A)   rhetorical appeal
B)   baby boomer appeal
C)   humorous appeal
D)   fear appeal
E)   security appealF) A) and C)
G) C) and E)

Question 4

While many commercials that use sex appeals gain the attention of the audience,they

Accepted Answer

A)   do not always lead to changes in consumers' recall, recognition, or purchase intent.
B)   contain no information to help consumers.
C)   do not appeal to either men or women.
D)   wear out quickly, boring the consumer.
E)   don't appeal to the Generation Y target audience.F) A) and B)
G) C) and D)

Question 5

Which of the following statements about online advertising is MOST accurate?

Accepted Answer

A)   It is easier to measure the impact of online advertising than other media.
B)   Although annoying, click fraud and webtipping are not causing real financial damage.
C)   Although popular with the younger generation, few Baby Boomers order online.
D)   Standards for the various formats used online are still evolving.
E)   One way online companies benefit is through employing PTR in order to increase site traffic.F) B) and C)
G) A) and E)

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 $312,286 and its U.S.audience size is 1,613,062.The cost of a full-page color ad in the U.S.national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000.Using this information,which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)   reach
B)   frequency
C)   CPM
D)   rating
E)   GRPF) B) and E)
G) All of the above

Question 7

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks,but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones.The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product.Which method would it MOST LIKELY employ?

Accepted Answer

A)   Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B)   Provide a premium to build customer goodwill by receiving reduced price merchandise.
C)   Create a sign with the simple preparation steps for display on grocers' freezer doors where the product is shelved..
D)   Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
E)   Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bite-sized portions of the snack to shoppers.F) D) and E)
G) C) and D)

Question 8

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

Accepted Answer

A)   $92 million
B)   $255 million
C)   $5 billion
D)   $25 billion
E)   $71 billionF) B) and D)
G) None of the above

Question 9

political ad that incorporates a fear appeal would MOST likely be expressed as

Accepted Answer

A)   religious repercussions after death.
B)   disenfranchisement from mainstream society.
C)   a lack of patriotic responsibility.
D)   a lack of self-respect or self-worth.
E)   warnings against the rise of other unpopular ideologies.F) C) and D)
G) A) and D)

Question 10

objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

A)   generate support for nonprofit organizations
B)   increase frequency of purchases of new products
C)   tout the competitive advantages of one industry over another
D)   build goodwill or an image for an organization
E)   promote alternative uses for a product classF) A) and B)
G) A) and E)

Question 11

Which of the following is a trend that influences newspapers today?

Accepted Answer

A)   There is a growth in online newspapers.
B)   Newspapers are enjoying increasing circulation.
C)   Newspapers are increasing the number of printed pages.
D)   More cities are increasing the number of newspapers that are available.
E)   Cheaper newsstand prices have rekindled an interest in newspapers.F) A) and B)
G) All of the above

Question 12

Trice Jewelers is a high-end independent jeweler located in Milwaukee.It specializes in custom jewelry and has been in business for decades.Which medium would be the best for Trice to use to reach potential customers with colorful long-lasting images and remind them that Trice is the source for all their gift-giving needs?

Accepted Answer

A)   prime time national television
B)   magazines targeted toward wealthy residents of Milwaukee
C)   radio stations that target millennials
D)   flyers sent to all the Milwaukee zip codes
E)   Milwaukee regional newspapersF) All of the above
G) A) and B)

Question 13

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Accepted Answer

A)   advertising; public relations
B)   advertising; personal selling
C)   personal selling; public relations
D)   personal selling; direct marketing
E)   advertising; direct marketingF) A) and B)
G) A) and C)

Question 14

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Accepted Answer

A)   30-second
B)   45-second
C)   60-second
D)   90-second
E)   120-secondF) None of the above
G) B) and E)

Question 15

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 Trader and The National Enquirer
D)   The New York Times and the Washington Post
E)   The Christian Science Monitor and The Huffington PostF) A) and D)
G) C) and E)

Question 16

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Accepted Answer

A)   deal
B)   sweepstakes
C)   sponsor-generated content
D)   contest
E)   loyalty programF) C) and D)
G) A) and B)

Question 17

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Accepted Answer

A)   trade-oriented sales promotions.
B)   consumer-oriented promotions.
C)   reseller-oriented promotions.
D)   wholesaler-oriented promotions.
E)   retailer-oriented promotions.F) C) and D)
G) A) and B)

Question 18

companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A)   avoid because there are too many commercial interruptions.
B)   watch while multitasking.
C)   watch later on a DVR.
D)   believe are commercial-free.
E)   have seen previously.F) C) and E)
G) B) and C)

Question 19

primary purpose of a pioneering product advertisement is to

Accepted Answer

A)   tell people what the company is, what it can do, and where it is located.
B)   tell people what a product is, what it can do, and where it can be found.
C)   show one brand's strengths relative to those of competitors.
D)   reinforce previous knowledge of a product.
E)   build goodwill or an image for an organization rather than promote a specific product or service.F) A) and B)
G) A) and E)

Question 20

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

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   advocacyF) A) and C)
G) All of the above

Exam 18: Advertising, Sales Promotion, and Public Relations

While many commercials that use sex appeals gain the attention of the audience,they

Correct Answer
verified

political ad that incorporates a fear appeal would MOST likely be expressed as

Correct Answer
verified

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

Correct Answer
verified

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Correct Answer
verified

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

Correct Answer
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Which of the following statements about online advertising is MOST accurate?

Correct Answer
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objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct Answer
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disadvantage of using the yellow pages as an advertising medium is

Correct Answer
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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
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Correct Answer
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Which of the following is a trend that influences newspapers today?

Correct Answer
verified

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

Correct Answer
verified

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's and .

Correct Answer
verified

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Correct Answer
verified

companies are now opting for commercial time on live events rather than programs that consumers might

Correct Answer
verified

Correct Answer
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primary purpose of a pioneering product advertisement is to

Correct Answer
verified

Correct Answer
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Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

While many commercials that use sex appeals gain the attention of the audience,they

Correct AnswerverifiedShow Answer

political ad that incorporates a fear appeal would MOST likely be expressed as

Correct AnswerverifiedShow Answer

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 8 states,"The need for information _________."

Correct AnswerverifiedShow Answer

"Crash the Super Bowl" sales promotion sponsored by PepsiCo,where people submit a 30-second TV ad for a $1 million prize,is an example of a __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about online advertising is MOST accurate?

Correct AnswerverifiedShow Answer

objective of institutional advertisements is to __________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

disadvantage of using the yellow pages as an advertising medium is

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

Correct AnswerverifiedShow Answer

Which of the following is a trend that influences newspapers today?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

Correct AnswerverifiedShow Answer

High-quality TV commercials typically cost about $323,000 to produce a __________ ad

Correct AnswerverifiedShow Answer

companies are now opting for commercial time on live events rather than programs that consumers might

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

primary purpose of a pioneering product advertisement is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Correct AnswerverifiedShow Answer

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Directed to ultimate consumers,consumer-oriented sales promotions are sales tools used to support a company's and .

Correct Answer
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