Question 1

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

A)  pretests
B)  double blind tests
C)  efficacy trials
D)  aided recall tests
E)  sales tests

Question 2

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

Accepted Answer

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

Question 3

The most sophisticated form of pretest is the __________.

Accepted Answer

A)  portfolio test
B)  sales test
C)  attitude test
D)  theater test
E)  jury test

Question 4

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium, it has attracted limited use.
B)  animation and interactivity may require long page download times.
C)  pay-per-click search ads on Google are expensive and ineffective.
D)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E)  it often creates more traffic than a firm can actually handle

Question 5

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n)  __________.

Accepted Answer

A)  authoritarian appeal
B)  coercive appeal
C)  family appeal
D)  guilt appeal
E)  fear appeal

Question 6

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 U.S.A. Today
C)  The Daily Beast and The National Enquirer
D)  The New York Times and The Wall Street Journal
E)  The Christian Science Monitor and The Huffington Post

Question 7

A sales promotion prominently displayed in a store aisle is called a(n)  __________ display.

Accepted Answer

A)  seasonal
B)  automated
C)  interactive
D)  point-of-purchase
E)  product sampling

Question 8

All of the following statements are true about using humorous appeals in advertising EXCEPT:

Accepted Answer

A)  Humorous content can be so strong that it causes viewers to tune out the message.
B)  Some studies suggest that humor wears out quickly, losing the interest of consumers.
C)  A problem with humorous appeals is that their effectiveness may vary across cultures if used in a global campaign.
D)  The use of humor is widespread in advertising and can be found in many product categories.
E)  Advertisers believe that humor improves the effectiveness of their ads.

Question 9

What is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 10

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

Accepted Answer

A)  has a short exposure time.
B)  is a low-cost medium.
C)  as an unlimited amount of advertising time available.
D)  can be used to convey complex messages.
E)  can use sight, sound, and motion.

Question 11

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A)  product or service features
B)  time constraints
C)  pricing constraints
D)  target audiences
E)  advertising objectives

Question 12

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 13

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 14

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  their short life span.
B)  they are used more than 150 billion times annually.
C)  the print pages are quicker and easier to use than the Internet.
D)  they are more mobile than other information sources.
E)  they are available 24 hours and 365 days a year.

Question 15

One advantage of using a billboard as an advertising medium is that

Accepted Answer

A)  it is environmentally friendly.
B)  it has universal appeal.
C)  it is particularly suited to national campaigns.
D)  it has good reach and frequency.
E)  it is especially suited for persuasive advertisements.

Question 16

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdWords
D)  AdRank
E)  AdSense

Question 17

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Accepted Answer

A)  complementary goods
B)  bonus goods
C)  BOGO
D)  free goods
E)  promotional allowance

Question 18

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)  a merchandise deal.
B)  a product enhancement.
C)  a loyalty program.
D)  retail positioning.
E)  experiential decoding.

Question 19

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products.
B)  Billboards are well-suited for pioneering product advertising.
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)  Billboards are more effective in rural areas than in metropolitan areas.

Question 20

The three primary types of product advertisements are __________.

Accepted Answer

A)  pioneering, institutional, and informational
B)  humor, sex, and fear
C)  pioneering, competitive, and reminder
D)  competitive, subliminal, and institutional
E)  cognitive, affective, and behavioral

Exam 15: Advertising, Sales Promotion, and Public Relations

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct AnswerverifiedShow Answer

One advantage of using a billboard as an advertising medium is that

Correct AnswerverifiedShow Answer

All of the following statements are true about using humorous appeals in advertising EXCEPT:

Correct AnswerverifiedShow Answer

What is the difference between a contest and a sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

The three primary types of product advertisements are __________.

Correct AnswerverifiedShow Answer

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

One advantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

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

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

Correct AnswerverifiedShow Answer

Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Correct AnswerverifiedShow Answer

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

The most sophisticated form of pretest is the __________.

Correct AnswerverifiedShow Answer

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet 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

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

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A contest requires consumers to apply th...
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Institutional advertisements are designe...
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Pretests are conducted before the advert...
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