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One advantage of using billboards as an advertising medium is


A) it is environmentally friendly.
B) it has universal appeal.
C) it is particularly suited to national campaigns.
D) it is especially suited for persuasive advertisements.
E) it has high visibility.

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The purpose of pioneering institutional advertisements is to


A) promote a specific brand's features and benefits.
B) inform 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) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

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Pulse scheduling would most likely be used for advertising __________.


A) bathroom cleaner
B) breakfast cereal
C) socks
D) motor oil
E) long-stemmed roses

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Figure 15-1A -According to Figure 15-1A above,which of the following media alternatives has the LARGEST amount of advertising expenditures? A) newspapers B) television C) direct mail D) Internet E) magazines Figure 15-1A -According to Figure 15-1A above,which of the following media alternatives has the LARGEST amount of advertising expenditures?


A) newspapers
B) television
C) direct mail
D) Internet
E) magazines

Correct Answer

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


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.

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The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as


A) deceptive advertising.
B) click fraud.
C) webtipping.
D) click-theft.
E) clickbotting.

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The key objective of competitive advertising is to


A) tell people what a product is,what it can do,and where it can be found.
B) show one brand's strengths relative to those of competitors.
C) reinforce previous knowledge of a product.
D) promote the advantages of one product class over another.
E) persuade the target market to select the firm's brand rather than that of a competitor.

Correct Answer

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


A) organizational allowance
B) merchandise allowance
C) case allowance
D) finance allowance
E) manufacturer's inducement

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Figure 15-1A -With respect to Figure 15-1A above,__________ spending accounts for 15% of all advertising expenditures? A) Internet B) television C) direct mail D) newspapers E) magazines Figure 15-1A -With respect to Figure 15-1A above,__________ spending accounts for 15% of all advertising expenditures?


A) Internet
B) television
C) direct mail
D) newspapers
E) magazines

Correct Answer

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The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?


A) reach
B) rating
C) GRPs
D) CPM
E) frequency

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When Stephen Elop,President,Microsoft Business Division,launched Office 2010 at an event in New York,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2010,as well as Microsoft Project 2010,for business customers worldwide.This is an example of a ___________.


A) news release
B) news conference
C) promotional giveaway
D) PSA
E) cooperative advertisement

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The primary purpose of a pioneering product advertisement is to


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.

Correct Answer

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-According to the CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately A) $16. B) $31. C) $122. D) $160. E) $199. -According to the CPM Marketing Dashboard above,the CPM for the Super Bowl would be approximately


A) $16.
B) $31.
C) $122.
D) $160.
E) $199.

Correct Answer

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A common publicity tool is the __________,where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.


A) infomercial
B) news release
C) news conference
D) news flash
E) news huddle

Correct Answer

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


A) has a short exposure time.
B) can reach extremely large audiences.
C) is a low-cost medium.
D) has an unlimited amount of advertising time available.
E) can be used to convey complex messages.

Correct Answer

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What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

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Publicity is a nonpersonal presentation ...

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The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) __________.


A) reminder institutional ad
B) pioneering institutional ad
C) product institutional ad
D) competitive institutional ad
E) advocacy ad

Correct Answer

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Starch Test Image -The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad,(2) _________,(3) read any part of the ad,and (4) read at least half of the ad. A) felt the ad was vague or ambiguous B) felt elements of the ad were inappropriate C) could summarize the key ad points in their own words D) saw or read any part of the ad identifying the product or brand E) remembered having seen the ad before and had already tried the product Starch Test Image -The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad,(2) _________,(3) read any part of the ad,and (4) read at least half of the ad.


A) felt the ad was vague or ambiguous
B) felt elements of the ad were inappropriate
C) could summarize the key ad points in their own words
D) saw or read any part of the ad identifying the product or brand
E) remembered having seen the ad before and had already tried the product

Correct Answer

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Figure 15-1A -According to Figure 15-1A above,which of the following media alternatives has the <u>LEAST</u> amount of advertising expenditures? A) newspapers B) radio C) magazines D) outdoor E) television Figure 15-1A -According to Figure 15-1A above,which of the following media alternatives has the LEAST amount of advertising expenditures?


A) newspapers
B) radio
C) magazines
D) outdoor
E) television

Correct Answer

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Figure 15-A -According to Figure 15-A above, A is the definition for which type of advertising agency? A) a full-service agency B) a limited-service agency C) an in-house agency D) a multi-media agency E) a social media agency Figure 15-A -According to Figure 15-A above,"A" is the definition for which type of advertising agency?


A) a full-service agency
B) a limited-service agency
C) an in-house agency
D) a multi-media agency
E) a social media agency

Correct Answer

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