Question 1

Information and persuasive content can be combined to form:

Accepted Answer

A)  sex, fear, and humorous appeals.
B)  guilt and enrichment appeals.
C)  hierarchical need satisfiers.
D)  perceptual modifiers and need enhancers.E) All of the above
F) B) and C)

Question 2

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A)  Be sure to make it appeal to children.
B)  Make the appeal so strong that it appears humorous.
C)  Don't make the appeal so strong that consumers want to avoid the advertisement.
D)  Avoid any reference to death or dying.E) All of the above
F) None of the above

Question 3

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars.Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

Accepted Answer

A)  promote a specific brand's features and benefits.
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) B) and C)
F) None of the above

Question 4

Reasons for using the Internet as an advertising medium include each of the following EXCEPT:

Accepted Answer

A)  its video and audio capabilities.
B)  its ability to use animation.
C)  the way that the ads can link customers and advertisers.
D)  it reaches 99 percent of the homes in CanadaE) A) and B)
F) A) and C)

Question 5

Flighting schedules would most likely be used for advertising:

Accepted Answer

A)  wood-burning stoves.
B)  automobiles.
C)  bottled water.
D)  toys.E) C) and D)
F) A) and D)

Question 6

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

Accepted Answer

A)  mass-market communication.
B)  a trade promotion.
C)  a consumer-oriented sales promotion.
D)  consumer encoding.E) All of the above
F) C) and D)

Question 7

A news conference is a(n) :

Accepted Answer

A)  informational meeting to which representatives of the media are invited.
B)  free space or time in a newspaper or on a broadcast medium.
C)  publicity tool which utilizes high-visibility individuals in lobbying activities.
D)  meeting of top news executives to decide advertising policy.E) A) and C)
F) C) and D)

Question 8

The primary purpose of a competitive advertisement is to:

Accepted Answer

A)  promote a specific brand's features and benefits.
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) A) and D)
F) B) and C)

Question 9

Fear appeals suggest to the consumers that ____________.

Accepted Answer

A)  they will be afraid, be very afraid
B)  they can avoid some negative experience through the purchase and use of a product or service
C)  they will be able to avoid deceptive implications by using the product or service
D)  they will become more attractive after using the product or serviceE) None of the above
F) A) and C)

Question 10

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

Accepted Answer

A)  pioneering
B)  competitive
C)  advocacy
D)  reminderE) A) and B)
F) A) and C)

Question 11

All of the following are true statements about coupons,except:

Accepted Answer

A)  a company's market share increases during the period immediately after coupons are distributed
B)  gross revenues can be decreased from purchases by already-loyal customers
C)  Groupon and Facebook offer electronic coupons
D)  a company's market share decreases during the period immediately after coupons are distributedE) A) and D)
F) None of the above

Question 12

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

Accepted Answer

A)  Merchandise lining
B)  Product enhancement
C)  Loyalty program
D)  Retail positioningE) A) and B)
F) A) and C)

Question 13

Young and Rubicam,Inc.developed the "Softer Side of Sears" campaign for Sears to target middle-income women.This agency provided marketing research,media selection,copy development,artwork,and production services for Sears.Young and Rubicam is an example of a(n) :

Accepted Answer

A)  image consultant.
B)  consulting firm.
C)  full-service advertising agency.
D)  limited-service advertising agency.E) B) and C)
F) C) and D)

Question 14

In the TB Figure 1,alternative "B" is the definition for which of the following?

Accepted Answer

A)  A full-service agency
B)  A limited-service agency
C)  An in-house agency
D)  A media agencyE) A) and D)
F) All of the above

Question 15

According to advertisers,those who watch online TV are more:

Accepted Answer

A)  engaged
B)  happy
C)  likely to be multitasking at the same time
D)  busy and less engagedE) A) and C)
F) A) and D)

Question 16

Reminder product and brand advertising is typically used to:

Accepted Answer

A)  inform the target market.
B)  reinforce previous knowledge.
C)  persuade the target market.
D)  identify the target market.E) All of the above
F) A) and B)

Question 17

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Accepted Answer

A)  a deal
B)  a contest
C)  a premium
D)  a rebateE) None of the above
F) All of the above

Question 18

Which of the following about user-generated content is FALSE?

Accepted Answer

A)  Consumers do not wish to be shouted at by marketers.
B)  If a marketer has a strong brand, that marketer will benefit from positive consumer-generated media.
C)  If a marketer has a weak brand, then there is a chance that negative consumer-generated media will result.
D)  Consumers appreciate a loud message from marketers.E) All of the above
F) B) and C)

Question 19

Using near-field communication (NFC) technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Accepted Answer

A)  the technology can allow for instant communication when someone interacts with the display
B)  two-thirds of purchases occur when checking out
C)  individuals are more likely to use their smartphone to comparison shop
D)  all phones today have an NFC chipE) All of the above
F) C) and D)

Question 20

The objective of institutional advertisements is to ____,rather than promote a specific good or service.

Accepted Answer

A)  support worthy charities
B)  increase frequency of purchases of new products
C)  increase the total amount of products used
D)  build goodwill or an image for an organizationE) A) and C)
F) A) and B)

Exam 17: Advertising, Sales Promotion, and Public Relations

Which of the following is an important guideline when using fear appeal?

Correct AnswerverifiedShow Answer

All of the following are true statements about coupons,except:

Correct AnswerverifiedShow Answer

Fear appeals suggest to the consumers that ____________.

Correct AnswerverifiedShow Answer

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars.Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

Correct AnswerverifiedShow Answer

Reasons for using the Internet as an advertising medium include each of the following EXCEPT:

Correct AnswerverifiedShow Answer

Young and Rubicam,Inc.developed the "Softer Side of Sears" campaign for Sears to target middle-income women.This agency provided marketing research,media selection,copy development,artwork,and production services for Sears.Young and Rubicam is an example of a(n) :

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to ____,rather than promote a specific good or service.

Correct AnswerverifiedShow Answer

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Correct AnswerverifiedShow Answer

A news conference is a(n) :

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising:

Correct AnswerverifiedShow Answer

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

Correct AnswerverifiedShow Answer

Information and persuasive content can be combined to form:

Correct AnswerverifiedShow Answer

Using near-field communication (NFC) technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Correct AnswerverifiedShow Answer

Which of the following about user-generated content is FALSE?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to advertisers,those who watch online TV are more:

Correct AnswerverifiedShow Answer

Reminder product and brand advertising is typically used to:

Correct AnswerverifiedShow Answer

The primary purpose of a competitive advertisement is to:

Correct AnswerverifiedShow Answer

In the TB Figure 1,alternative "B" is the definition for which of the following?

Correct AnswerverifiedShow Answer

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