Question 1

and briefly define the four forms of institutional advertising.

Accepted Answer

There are four alternative forms of inst...

Question 2

Figure 18-2B
-respect to Figure 18-2B above,the pie "slice" labeled "E," or __________,has 9% of the total advertising expenditures.

Accepted Answer

A)   newspapers
B)   radio
C)   television
D)   direct mail
E)   magazinesF) C) and D)
G) A) and D)

Question 3

ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Accepted Answer

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

Question 4

Product advertisements focus on selling __________.

Accepted Answer

A)   an idea or a concept
B)   an emotion or a feeling
C)   a sense of well-being
D)   goodwill
E)   a product or serviceF) B) and C)
G) C) and D)

Question 5

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 6

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 expository.F) A) and B)
G) A) and C)

Question 7

use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A)   creates a humorous appeal.
B)   avoids the possibility of a spokesperson's image changing.
C)   creates a fear appeal.
D)   creates a product ambiance that limits its appeal to older consumers.
E)   targets the Gen Y consumer.F) All of the above
G) A) and B)

Question 8

disadvantage of using newspapers as an advertising medium is their __________.

Accepted Answer

A)   relatively poor color reproduction
B)   inability to cover local markets
C)   long lead time for placing an ad
D)   relatively high cost
E)   lack of noise during the communication processF) A) and B)
G) A) and C)

Question 9

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Accepted Answer

A)   transit advertising
B)   mobile advertising
C)   motorized billboards
D)   mobile signage
E)   transportation advertisingF) A) and B)
G) A) and C)

Question 10

Figure 18-2B
-respect to Figure 18-2B above,the pie "slice" labeled "D," or __________,has 8% of the total advertising expenditures.

Accepted Answer

A)   newspapers
B)   radio
C)   television
D)   direct mail
E)   magazinesF) None of the above
G) A) and D)

Question 11

Which of the following statements about sales tests is MOST accurate?

Accepted Answer

A)   With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
B)   With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
C)   Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
D)   In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
E)   In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.F) A) and B)
G) D) and E)

Question 12

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 messagesF) A) and D)
G) All of the above

Question 13

advantage of using magazines as an advertising medium is

Accepted Answer

A)   the cost of placing a magazine ad is extremely low.
B)   it takes a relatively short time to place the ad.
C)   the ads can be clipped and saved.
D)   the ease of translating consumer interests into a successful publication.
E)   there is little need or benefit to incorporate four-color graphics.F) A) and B)
G) B) and E)

Question 14

a(n) __________ test,the test ad is placed in a collection with several other ads and stories,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)   pretest
B)   range test
C)   group test
D)   portfolio test
E)   assortment test.F) A) and C)
G) A) and E)

Question 15

advantage of using magazines as an advertising medium is

Accepted Answer

A)   the relatively short time it takes to place an ad.
B)   high-quality color is available if needed or desired.
C)   the cost of placing a magazine ad is extremely low.
D)   the ease of translating consumer interests into a successful publication.
E)   there is little need or benefit to incorporate four-color graphics.F) None of the above
G) A) and B)

Question 16

local television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

Accepted Answer

A)   10
B)   20
C)   30
D)   40
E)   50F) A) and B)
G) C) and E)

Question 17

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) All of the above
G) A) and C)

Question 18

are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exp...

Question 19

online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Accepted Answer

A)   show
B)   track
C)   monitor
D)   explain
E)   displayF) C) and D)
G) B) and D)

Question 20

means by which an advertising message is communicated to the target audience is through

Accepted Answer

A)   advertising media.
B)   reach and frequency.
C)   a source.
D)   CPM.
E)   celebrity spokespeople.F) A) and D)
G) A) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of the following statements about sales tests is MOST accurate?

Correct AnswerverifiedShow Answer

and briefly define the four forms of institutional advertising.

Correct AnswerverifiedThere are four alternative forms of inst...View AnswerShow Answer

disadvantage of using newspapers as an advertising medium is their __________.

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

advertising messages are made up of two elements,which are

Correct AnswerverifiedShow Answer

local television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m.to 10:00 p.m.time period during the November "sweeps" period.What would be the movie's rating?

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

advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Figure 18-2B -respect to Figure 18-2B above,the pie "slice" labeled "E," or __________,has 9% of the total advertising expenditures.

Correct AnswerverifiedShow Answer

Figure 18-2B -respect to Figure 18-2B above,the pie "slice" labeled "D," or __________,has 8% of the total advertising expenditures.

Correct AnswerverifiedShow Answer

online advertising market has grown from its initial focus on simple text ads to a much larger set of options.There are five key categories of online advertising.They are: search,__________,classified,referral,and e-mail.

Correct AnswerverifiedShow Answer

ad for an international consulting firm was intended to communicate the company's philosophy-that you can be big and nimble at the same time-rather than sell any one particular service the company provides.The ad is an example of __________ institutional advertising.

Correct AnswerverifiedShow Answer

Product advertisements focus on selling __________.

Correct AnswerverifiedShow Answer

use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct AnswerverifiedShow Answer

a(n) __________ test,the test ad is placed in a collection with several other ads and stories,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

means by which an advertising message is communicated to the target audience is through

Correct AnswerverifiedShow Answer

are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Correct AnswerverifiedThe conflicting goals are maximizing exp...View AnswerShow Answer

advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Correct AnswerverifiedShow Answer

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There are four alternative forms of inst...
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Cooperative advertising is a sales promo...
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The conflicting goals are maximizing exp...
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