Question 1

Campbell's Kettle Soup Ad
-TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are located near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

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

Question 2

Candie's Ad
-Candie's ad shown above is an example of which type of appeal?

Accepted Answer

A)   reminder
B)   fear
C)   sex
D)   advocacy
E)   guiltF) B) and C)
G) All of the above

Question 3

three primary types of product advertisements are pioneering,competitive,and __________.

Accepted Answer

A)   informational
B)   industrial
C)   reminder
D)   persuasive
E)   subliminalF) A) and D)
G) A) and C)

Question 4

M&Ms Ad
-FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Accepted Answer

A)   special occasion
B)   subliminal
C)   reminder
D)   pioneering
E)   comparativeF) C) and D)
G) A) and B)

Question 5

a company uses a(n) _________,it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

A)   intra-firm agency
B)   promotion department
C)   in-house agency
D)   full-service agency
E)   limited-service agencyF) A) and D)
G) All of the above

Question 6

of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)   has a long exposure time.
B)   can target specific audiences.
C)   uses humor, sound, and intimacy effectively.
D)   has an unlimited amount of advertising time available.
E)   is difficult to convey complex messages.F) A) and B)
G) B) and D)

Question 7

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)   lobbying
B)   events management
C)   disclosure statement
D)   news release
E)   public service announcementF) A) and B)
G) C) and D)

Question 8

Pulse scheduling would most likely be used for advertising __________.

Accepted Answer

A)   bathroom cleaner
B)   breakfast cereal
C)   socks
D)   motor oil
E)   long-stemmed rosesF) None of the above
G) C) and E)

Question 9

Geico Ad
-According to the American Cancer Society,57,000 Americans a year die from colon cancer.Regular screening is recommended after age 50. Because colonoscopies are dreaded by many,the American Cancer Society created an ad campaign featuring "Mr.Polyp Man" to lightheartedly encourage people to get tested for colon cancer.The red-suited character looks like a harmless,animated M&M.This is an example of a _________ appeal.

Accepted Answer

A)   humorous
B)   cognitive
C)   rhetorical
D)   fear
E)   sexF) A) and B)
G) A) and C)

Question 10

Experts estimate that consumers conduct approximately __________searches each month.

Accepted Answer

A)   17 billion
B)   23 billion
C)   39 billion
D)   68 billion
E)   92 billionF) B) and C)
G) None of the above

Question 11

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Accepted Answer

A)   organizational allowance
B)   merchandise allowance
C)   case allowance
D)   finance allowance
E)   manufacturer's inducementF) A) and C)
G) C) and D)

Question 12

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A)   product
B)   public service
C)   institutional
D)   reminder
E)   repositioningF) C) and D)
G) A) and B)

Question 13

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

Accepted Answer

A)   deal
B)   rebate
C)   coupon
D)   sample
E)   premiumF) B) and D)
G) A) and D)

Question 14

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Accepted Answer

A)   exposure tests
B)   inquiry tests
C)   performance tests
D)   jury tests
E)   comparison testsF) A) and B)
G) B) and E)

Question 15

of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)   has a long exposure time.
B)   has a perishable message.
C)   has an unlimited amount of advertising time available.
D)   allows ads to be placed quickly.
E)   is relatively simple to convey complex messages.F) A) and E)
G) C) and D)

Question 16

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

Accepted Answer

A)   Comparative advertisements now constitute over 90% of all television ads.
B)   Comparative advertisements attract more consumer attention for the advertiser's brand.
C)   Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)   Comparative advertisements have been banned by the Federal Trade Commission.
E)   Comparative advertisements can, and often do, cause more harm than good.F) C) and D)
G) D) and E)

Question 17

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

Accepted Answer

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

Question 18

the traditional advertising model,advertisers were charged using a __________ approach Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A)   cost per thousand occurrences; cost-per-clack
B)   cost per thousand incidences; cost-per-snap
C)   cost per thousand impressions; cost-per-click
D)   cost per thousand recurrences; cost-per-lead
E)   cost per thousand frequencies; cost-per-hitF) C) and D)
G) A) and B)

Question 19

marketers,the primary objective of a sweepstakes is to

Accepted Answer

A)   generate store traffic.
B)   retaliate against competitors' actions.
C)   encourage present customers to buy more and minimize brand-switching behavior.
D)   build goodwill.
E)   encourage retailer support.F) A) and E)
G) None of the above

Question 20

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, 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)   the placement of a brand-name product 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 move, television show, 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 B)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

a company uses a(n) _________,it is using its own advertising staff to provide the advertising services needed by the company.

Correct Answer
verified

of the disadvantages associated with radio as an advertising medium is that it

Correct Answer
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There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Correct Answer
verified

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

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

Correct Answer
verified

of the advantages associated with radio as an advertising medium is that it

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Pulse scheduling would most likely be used for advertising __________.

Correct Answer
verified

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Correct Answer
verified

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct Answer
verified

Correct Answer
verified

Experts estimate that consumers conduct approximately __________searches each month.

Correct Answer
verified

the traditional advertising model,advertisers were charged using a approach Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Correct Answer
verified

Candie's Ad -Candie's ad shown above is an example of which type of appeal?

Correct Answer
verified

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

Correct Answer
verified

three primary types of product advertisements are pioneering,competitive,and __________.

Correct Answer
verified

M&Ms Ad -FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Correct Answer
verified

marketers,the primary objective of a sweepstakes is to

Correct Answer
verified

Product placement refers to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

a company uses a(n) _________,it is using its own advertising staff to provide the advertising services needed by the company.

Correct AnswerverifiedShow Answer

of the disadvantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall,unaided recall,attitude tests,__________,and sales tests.

Correct AnswerverifiedShow Answer

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

of the advantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Experts estimate that consumers conduct approximately __________searches each month.

Correct AnswerverifiedShow Answer

the traditional advertising model,advertisers were charged using a __________ approach Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Correct AnswerverifiedShow Answer

Candie's Ad -Candie's ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a __________.

Correct AnswerverifiedShow Answer

three primary types of product advertisements are pioneering,competitive,and __________.

Correct AnswerverifiedShow Answer

M&Ms Ad -FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Correct AnswerverifiedShow Answer

marketers,the primary objective of a sweepstakes is to

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

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Correct Answer
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Correct Answer
verified

the traditional advertising model,advertisers were charged using a approach Google transformed the traditional model to a model called where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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