Question 1

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

Accepted Answer

Advertising programs can range from comp...

Question 2

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

Accepted Answer

A)   advertising and public relations.
B)   advertising and personal selling.
C)   personal selling and public relations.
D)   personal selling and direct marketing.
E)   advertising and direct marketing.F) B) and E)
G) B) and C)

Question 3

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

Question 4

Product advertisements are advertisements that focus on

Accepted Answer

A)   promoting a product class or category rather than an individual brand's offering.
B)   building goodwill or an image for an organization.
C)   counteracting negative opinions.
D)   selling a product or service.
E)   clarifying misconceptions.F) A) and B)
G) D) and E)

Question 5

Pulse scheduling would most likely be used for advertising

Accepted Answer

A)   bathroom cleaning supplies.
B)   breakfast cereal.
C)   socks.
D)   motor oil.
E)   board games.F) A) and B)
G) B) and C)

Question 6

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   causalF) B) and D)
G) A) and B)

Question 7

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Accepted Answer

A)   click funding.
B)   click spam.
C)   click-botting.
D)   web tipping.
E)   web crawling.F) A) and E)
G) C) and D)

Question 8

One way TV advertising can reduce wasted coverage is to

Accepted Answer

A)   identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers.
B)   run shorter ads in a greater number of geographical areas.
C)   identify specific times of day or night when the target audience would be more likely to tune in.
D)   develop more creative ads so that more people will choose to see them.
E)   run the ads on less expensive specialized cable and satellite channels.F) A) and B)
G) B) and C)

Question 9

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)   a sample
B)   a deal
C)   a premium
D)   a point-of-purchase display
E)   an introductory offerF) C) and D)
G) A) and D)

Question 10

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Accepted Answer

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

Question 11

The purpose of reminder institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   tell people what a company is, what it can do, and where it is located.
C)   state the position of a company on an issue.
D)   bring the company's name to the attention of the target market again.
E)   promote the advantages of one product class over another.F) All of the above
G) B) and C)

Question 12

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S, regretted not permitting its product to be used in the film. The use of Reese's Pieces in the movie is an example of

Accepted Answer

A)   product continuity.
B)   subsidized advertising.
C)   subliminal direction.
D)   showrooming.
E)   product placement.F) A) and E)
G) C) and D)

Question 13

Suppose 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 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 metric should be used to determine the most efficient medium would?

Accepted Answer

A)   reach
B)   frequency
C)   CPM
D)   rating
E)   GRPF) A) and B)
G) None of the above

Question 14

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) A) and B)

Question 15

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef. This type of ad is

Accepted Answer

A)   a reminder institutional ad.
B)   a pioneering institutional ad.
C)   a product institutional ad.
D)   a competitive institutional ad.
E)   an advocacy ad.F) B) and D)
G) A) and C)

Question 16

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

Pretests are conducted before the advert...

Question 17

An ad for Mercedes-Benz automobiles 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 nor 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 C)
G) None of the above

Question 18

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A)   the need to craft a simplistic message.
B)   the long lead time needed to place an ad.
C)   the perishable message.
D)   the unproven nature of its effectiveness.
E)   the lack of full-color, quality materials.F) C) and D)
G) C) and E)

Question 19

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

Accepted Answer

A)   advocacy
B)   comparative
C)   pioneering
D)   informative
E)   reinforcementF) All of the above
G) C) and D)

Question 20

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be print versions of

Accepted Answer

A)   The National Enquirer and The National Review.
B)   The Wall Street Journal and USA Today.
C)   The Daily Beast and The National Enquirer.
D)   The Chicago Tribune and the Los Angeles Times.
E)   The Christian Science Monitor and The Huffington Post.F) A) and C)
G) A) and B)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

The purpose of reminder institutional advertisements is to

Correct Answer
verified

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Correct Answer
verified

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

Correct Answer
verified
Advertising programs can range from comp...
View Answer

Product advertisements are advertisements that focus on

Correct Answer
verified

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

Correct Answer
verified

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct Answer
verified
Pretests are conducted before the advert...
View Answer

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S, regretted not permitting its product to be used in the film. The use of Reese's Pieces in the movie is an example of

Correct Answer
verified

Product placement refers to

Correct Answer
verified

Pulse scheduling would most likely be used for advertising

Correct Answer
verified

An ad for Mercedes-Benz automobiles 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 nor any sign of a product in the ad. This ad was an example of ________ advertising.

Correct Answer
verified

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Correct Answer
verified

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct Answer
verified

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef. This type of ad is

Correct Answer
verified

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

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

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be print versions of

Correct Answer
verified

One disadvantage of using magazines as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

One way TV advertising can reduce wasted coverage is to

Correct Answer
verified

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

The purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Correct AnswerverifiedShow Answer

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

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

Product advertisements are advertisements that focus on

Correct AnswerverifiedShow Answer

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

Correct AnswerverifiedShow Answer

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S, regretted not permitting its product to be used in the film. The use of Reese's Pieces in the movie is an example of

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

An ad for Mercedes-Benz automobiles 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 nor any sign of a product in the ad. This ad was an example of ________ advertising.

Correct AnswerverifiedShow Answer

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

When Arturo went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Correct AnswerverifiedShow Answer

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef. This type of ad is

Correct AnswerverifiedShow Answer

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

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

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be print versions of

Correct AnswerverifiedShow Answer

One disadvantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One way TV advertising can reduce wasted coverage is to

Correct AnswerverifiedShow Answer

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Advertising programs can range from comp...
View Answer

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Pretests are conducted before the advert...
View Answer

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