Question 1

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  it is almost impossible to segment markets.
B)  it is difficult to translate messages into foreign texts.
C)  the medium is new so effectiveness is still uncertain.
D)  it often creates more traffic than a firm can actually handle.
E)  although the Internet is open 24/7, most firms are not.F) B) and D)
G) D) and E)

Question 2

The speed with which buyers forget about a brand if advertising is not seen is referred to as

Accepted Answer

A)  overlook rate.
B)  disregard rate.
C)  unrecall rate.
D)  forgetting rate.
E)  recall dissipation.F) C) and D)
G) B) and C)

Question 3

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

Accepted Answer

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

Question 4

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during _________.

Accepted Answer

A)  jury tests
B)  focus groups
C)  portfolio tests
D)  theater tests
E)  performance testsF) C) and D)
G) None of the above

Question 5

In planning and obtaining publicity, a frequently used tool is the _________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A)  infomercial trade
B)  news release
C)  trade magazine
D)  double-page spread
E)  magazine insertF) A) and E)
G) All of the above

Question 6

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states, "Fast is better than _________."

Accepted Answer

A)  slow
B)  last
C)  perfect
D)  accurate
E)  pretty fastF) All of the above
G) A) and B)

Question 7

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 referred to as

Accepted Answer

A)  merchandise lining.
B)  product enhancement.
C)  loyalty programs.
D)  retail positioning.
E)  experiential decoding.F) A) and D)
G) None of the above

Question 8

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)  _________.

Accepted Answer

A)  reminder institutional
B)  competitive institutional
C)  pioneering institutional
D)  product differentiation
E)  product advocacyF) A) and E)
G) B) and D)

Question 9

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as _________.

Accepted Answer

A)  trade promotions
B)  manufacturers promotions
C)  channel promotions
D)  consumer-oriented sales promotions
E)  public service promotionsF) B) and D)
G) C) and D)

Question 10

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

Accepted Answer

A)  has a long exposure time.
B)  cannot target specific audiences.
C)  cannot use humor, sound, and intimacy effectively.
D)  has an unlimited amount of advertising time available.
E)  has a perishable message.F) C) and E)
G) B) and D)

Question 11

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _________, are sales tools used to support a company's advertising and _________.

Accepted Answer

A)  customer promotions; public relations
B)  consumer promotions; personal selling
C)  customer incentives; publicity
D)  consumer incentives; direct marketing
E)  customer draw; personal sellingF) A) and B)
G) None of the above

Question 12

In a(n)  __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection.Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)  pretest
B)  range test
C)  group test
D)  portfolio test
E)  assortment testF) C) and E)
G) A) and B)

Question 13

FIGURE 16-1 
-is an example of which type of advertising?

Accepted Answer

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

Question 14

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media is referred to as a _________.

Accepted Answer

A)  public service announcement
B)  quid pro quo advertisement
C)  news conference
D)  news moment
E)  news itemF) B) and E)
G) All of the above

Question 15

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  guilt
E)  self-esteemF) All of the above
G) A) and B)

Question 16

Reinforcement ads are reminder ads that

Accepted Answer

A)  repeat the original theme in a slightly varied form to help avoid burnout.
B)  repeat ad campaigns that have been used before in order to remind customers of past loyalty.
C)  reassure consumers they have made the correct choice in choosing the product.
D)  reaffirm a company's position on an issue of importance or interest.
E)  reassure the company it has made the right choice in advertising the product.F) A) and B)
G) C) and D)

Question 17

The first 3-D advertisements were 30-second spots on

Accepted Answer

A)  American Idol.
B)  the Super Bowl.
C)  Tiger Woods PGA tour.
D)  the Vancouver Winter Olympics.
E)  Barack Obama's Presidential inauguration.F) All of the above
G) A) and C)

Question 18

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

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  must use pictures, print, sound, and motion for effect.
D)  has a limited amount of advertising time available.
E)  is not effective for conveying simple messages.F) None of the above
G) A) and B)

Question 19

A news conference is a(n)

Accepted Answer

A)  announcement regarding changes in a company or product line.
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)  an informational meeting to which representatives of the media are invited.F) None of the above
G) B) and E)

Question 20

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

Accepted Answer

A)  contest
B)  challenge
C)  competition
D)  sweepstakes
E)  public relations campaignF) C) and D)
G) None of the above

Exam 16: Advertising, Sales Promotion, and Public Relations

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

Correct AnswerverifiedShow Answer

A news conference is a(n)

Correct AnswerverifiedShow Answer

The first 3-D advertisements were 30-second spots on

Correct AnswerverifiedShow Answer

FIGURE 16-1 -is an example of which type of advertising?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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) _________.

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _________, are sales tools used to support a company's advertising and _________.

Correct AnswerverifiedShow Answer

The speed with which buyers forget about a brand if advertising is not seen is referred to as

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

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 referred to as

Correct AnswerverifiedShow Answer

In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection.Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as _________.

Correct AnswerverifiedShow Answer

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media is referred to as a _________.

Correct AnswerverifiedShow Answer

In planning and obtaining publicity, a frequently used tool is the _________, which is an announcement regarding changes in the company or the product line.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states, "Fast is better than _________."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during _________.

Correct AnswerverifiedShow Answer

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Directed to ultimate consumers, consumer-oriented sales promotions, or simply _, are sales tools used to support a company's advertising and _.

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