18

1. The next big change coming to television is A. OTV or online TV.
B. digital video recorders (DVRs).
C. more cable programming.
D. 90-second commercials. E. flat screens.
a
2. Advertisers are excited about online TV because
A. ads look better on computer screens.
B. it will offer target audiences who are engaged in the programming. C. there will be more advertising space available.
D. its utilizes new technology.
E. measuring effectiveness will be easier.
b
3. Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as .
A. publicity
B. sales promotion
C. advertising
D. personal selling E. direct marketing
c
4. Advertising refers to
A.any non-paid form of nonpersonal communication about an organization, product, service, or idea by
an identified sponsor.
B.any paid form of personal communication about an organization, product, service, or idea by an
identified sponsor.
C.any non-paid form of personal communication about an organization, product, service, or idea by an
unidentified sponsor.
D.any paid form of nonpersonal communication about an organization, product, service, or idea by an
identified sponsor.
E.any paid form of nonpersonal communication about an organization, product, service, or idea by an
unidentified sponsor.
d
5. Advertisements basically consist of two types: and . A. re-purchase; postpurchase
B. promotional; reinforcement
C. promotional; informative
D. product; service
E. product; institutional
e
6. Product advertisements refer to advertisements that focus on A. a product class rather than on an individual brand.
B. building goodwill or an image for an organization.
C. counteracting negative opinions.
D. selling a product or service. E. clarifying misconceptions.
d
7. Advertisements that focus on selling a product or service and take three forms—pioneering (or informational), competitive (or persuasive), and reminder—are referred to as
A. product advertisements.
B. service advertisements.
C. persuasive advertisements. D. institutional advertisements. E. cooperative advertisements.
a
8. Product advertisements focus on selling . A. an idea or a concept
B. an emotion or a feeling
C. a sense of well-being
D. goodwill
E. a product or service
e
9. The three primary types of product advertisements are 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
c
10. The three primary types of product advertisements are A. goodwill
B. industrial C. persuasive D. pioneering E. subliminal
d
11. The three primary types of product advertisements are pioneering, A. informational
B. competitive C. industrial D. institutional E. subliminal
.
, competitive, and reminder.
, and reminder.
b
12. The three primary types of product advertisements are pioneering, competitive, and . A. informational
B. industrial C. reminder D. persuasive E. subliminal
c
13. A pioneering (or informational) ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found. E. shows one brand’s strengths relative to those of competitors.
d
14. Another name for pioneering advertising is advertising. A. differentiation
B. persuasive C. prospecting D. awareness
E. informational
e
15. Pioneering advertisements would MOST likely be used during which stage of the product life cycle? A. introductory
B. decline C. mature D. harvest E. growth
a
16. 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.
b
17. The key objective of a pioneering ad is to
A. promote a specific brand’s features and benefits.
B. show one brand’s strengths relative to those of competitors. C. inform the target market.
D. reinforce previous knowledge of a product.
E. promote the advantages of one product class over another.
c
18. Informational ads, particularly those with specific information, have been found to be interesting, convincing, and
A. inexpensive. B. humorous. C. expensive. D. effective.
E. competitive.
d
20. Verizon’s ad for its new IN calling and messaging service informs the target market about what the service is and what it can do. It is an example of a(n) ad.
A. reminder product
B. reminder institutional
C. competitive product
D. informational institutional E. pioneering product
e
21. 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.
A. reminder
B. competitive
C. pioneering
D. institutional
E. objective
c
22. Advertising that promotes a specific brand’s features and benefits is referred to as advertising.
A. competitive B. institutional C. differentiation D. pioneering
E. reminder
a
23. A competitive (or persuasive) ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found. E. shows one brand’s strengths relative to those of competitors.
c
24. 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.
e
25. The primary purpose of a competitive advertisement is to
A. tell people what a product is, what it can do, and where it can be found. B. assure current users they made the right choice.
C. reinforce previous knowledge of a product.
D. promote a specific brand’s features and benefits.
E. promote the advantages of one product class over another.
d
26. When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
A. reminder
B. competitive
C. pioneering
D. institutional E. differentiation
b
27. Competitive advertisements that show the relative strength of one brand over another are referred to as advertisements.
A. advocacy
B. competitive C. reminder
D. comparative E. differentiation
d
28. A comparative ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found. E. shows one brand’s strengths relative to those of competitors.
e
29. Which of the following statements about comparative advertising is MOST accurate?
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.
b
30. Which of the following statements about comparative advertising is true?
A. Comparative advertisements now constitute over 90% of all television ads.
B. Comparative advertisements attract less consumer attention for the advertiser’s brand.
C. Comparative advertisements need market research to provide legal support for their claims. D. Comparative advertisements have been banned by the Federal Trade Commission.
E. Comparative advertisements can, and often do, cause more harm than good.
c
31. Which of the following statements about comparative advertising is MOST accurate? A. Comparative advertisements increase the perceived quality of the advertiser’s brand. B. Comparative advertisements now constitute over 90% of all television ads.
C. Comparative advertisements attract less consumer attention in 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.
a
33. Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser’s brand although their impact may vary by product type, message content, and audience
. A. gender
B. education C. income
D. ethnicity E. occupation
a
34. An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of advertising.
A. reinforcement
B. comparative
C. persuasive D. informative E. reminder
b
35. An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of
advertising.
A. reinforcement
B. persuasive C. comparative D. informative E. reminder
c
36. Advertisements that reinforce previous knowledge of a product are referred to as advertisements.
A. advocacy B. comparative C. persuasive D. informative E. reminder
e
37. A reminder ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found. E. shows one brand’s strengths relative to those of competitors.
a
39. The purpose of a reminder advertisement is to
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. 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.
d
40. Reminder advertisements are especially effective for products in which stage of their product life cycle?
A. introductory B. harvest
C. mature
D. growth
E. decline
c
42. An ad for Campbell’s soup reads, “We haven’t changed that great taste your family’s always loved.” This is an example of advertising.
A. advocacy
B. comparative
C. persuasive D. informative E. reminder
e
43. An 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?
A. special occasion
B. subliminal
C. reminder D. pioneering E. comparative
c
44. Reinforcement ads are reminder ads that
A. assure current users they made the correct choice in choosing the product.
B. reinforce previous knowledge of a product.
C. repeat ad campaigns that have been used before in order to remind consumers of how good the ads
were.
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.
a
45. A reinforcement ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found. E. shows one brand’s strengths relative to those of competitors.
b
46. Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as advertisements.
A. product
B. public service
C. institutional D. reminder
E. repositioning
c
47. The objective of institutional advertisements is to rather than promote a specific product or service.
A. generate support for nonprofit organizations
B. increase frequency of purchases of new products
C. tout the competitive advantages of one industry over another D. build goodwill or an image for an organization
E. promote alternative uses for a product class
d
48. advertising is often used to support the public relations plan or counter adverse publicity.
A. Institutional B. Reminder C. Competitive D. Pioneering E. Objective
a
49. There are four commonly-used forms of institutional advertising: and reminder.
A. sustainable B. persuasive
C. philanthropic D. informational E. advocacy
e
50. There are four commonly used forms of institutional advertising: advocacy, and reminder.
A. differentiation B. pioneering
C. persuasive
D. philanthropic E. informational
, pioneering, competitive,
, competitive,
, and
b
51. There are four commonly used forms of institutional advertising: advocacy, pioneering, reminder.
A. differentiation B. philanthropic C. persuasive
D. competitive E. informational
d
52. There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and .
A. sustainable B. philanthropic C. reminder
D. persuasive E. informational
c
53. The purpose of an advocacy advertisement is to
A. promote a specific brand’s features and benefits.
B. tell 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.
c
55. When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising?
A. pioneering
B. competitive
C. reminder
D. comparative E. advocacy
e
56. Advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller
Brewing Company encouraging the responsible use of alcohol, are A. advocacy
B. pioneering
C. competitive
D. reminder E. political
a
57. 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.
advertisements.
b
58. An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n)
A. competitive institutional advertisement.
B. competitive product advertisement.
C. reminder institutional advertisement. D. advocacy institutional advertisement. E. pioneering institutional advertisement.
e
59. Recent Bayer ads stating, “We cure more headaches than you think,” are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?
A. pioneering institutional advertisement
B. competitive institutional advertisement
C. advocacy institutional advertisement D. reminder institutional advertisement E. subliminal institutional advertisement
a
60. When Philip Morris changed its name to Altria, it ran institutional ads to inform consumers.
A. competitive B. advocacy C. pioneering D. reminder E. stakeholder
c
61. An ad for an international consulting firm was intended to communicate the company’s philosophy— that you can be big and nimble at the same time—rather than sell any one particular service the company provides. The ad is an example of institutional advertising.
A. competitive
B. pioneering C. advocacy D. reminder E. political
b
62. The purpose of competitive institutional advertisements is to
A. promote a specific brand’s features and benefits.
B. tell 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.
e
65. The Florida Department of Citrus developed the “To Your Health” campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as compared to other beverages. This is an example of a advertisement.
A. competitive product
B. product advocacy
C. competitive institutional D. pioneering product
E. pioneering institutional
c
66. 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
d
67. The purpose of reminder institutional advertisements is to
A. promote a specific brand’s features and benefits.
B. tell 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. bring the company’s name to the attention of the target market again. E. promote the advantages of one product class over another.
d
The U.S. Army ad shown above is an example of a(n) A. reminder institutional
B. competitive institutional
C. pioneering institutional
D. advocacy
E. subliminal institutional
advertisement.
a
69. An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of advertising.
A. competitive institutional
B. competitive product
C. advocacy
D. pioneering product
E. reminder institutional
e
70. The first decision in developing an advertising program is to A. set the budget.
B. state its mission.
C. identify the target audience.
D. select the appeal. E. select the media.
c
71. When developing the advertising program, specifying
the process such as selecting media and evaluating a campaign. A. product or service features
B. time constraints
C. pricing constraints
D. target audiences
E. advertising objectives
helps advertisers with other choices in
e
72. When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and .
A. identifying the target audience
B. evaluating a campaign
C. designing the advertising
D. pretesting the advertising
E. scheduling the advertising program
b
73. In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2011, the cost had soared to $3 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that
A. the number of TV viewers for the Super Bowl is growing.
B. the ads are much more elaborate.
C. the NFL knows advertisers will pay more.
D. the ad agencies have dramatically increased their fees.
E. the companies that create Super Bowl ads do not have to run any other ads all year long.
a
74. Pepsi’s Super Bowl ads generated a increase in its Facebook “likes.” A. 7%
B. 37% C. 67% D. 97% E. 100%
d
75. During a visit to superbowl-ads.com, you will find
A. the worst Super Bowl TV ads ever made.
B. a rating of advertising agencies that produced ads for recent Super Bowls. C. the ads that ran during the last 14 Super Bowls.
D. a look at how Super Bowl TV ads are made.
E. ads that never aired during a Super Bowl.
c
76. An advertising message usually focuses on the that is/are important to a prospective buyer in making trial and adoption decisions.
A. emotional aspects
B. price
C. psychological aspects
D. financial risks
E. key benefits of the product
e
77. Most advertising messages are made up of two elements, which are A. expository and persuasional.
B. informational and persuasional.
C. informational and creative.
D. functional and persuasional. E. creative and expository.
b
78. Information and persuasive content are commonly combined to form A. sex, fear, and humor appeals.
B. guilt, financial risk, and self-esteem appeals.
C. sex, fear, and self-worth appeals.
D. demographic, psychographic, and lifestyle appeals. E. gender, ethnicity, and reference group appeals.
a
79. 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) .
A. authoritarian appeal
B. coercive appeal C. family appeal D. guilt appeal
E. fear appeal
e
80. Which of the following is an important guideline provided in the text for using a fear appeal? A. Make sure the advertisement is still appropriate for viewing by children.
B. Make the appeal so strong that it appears humorous.
C. Don’t make the appeal so strong that consumers want to “tune out” the advertisement.
D. Avoid any reference to death or dying.
E. Make sure to emphasize that the outcome rests in the viewers’ hands.
c
82. A testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use .
A. compassionate appeals
B. guilt appeals
C. family appeals D. fear appeals
E. coercive appeals
d
83. Life insurance companies like Prudential attempt to appeal to a person’s sense of “Don’t wait until it’s too late.” The purpose of these ads is to convince an individual that his or her loved ones won’t be able to provide for themselves once he/she is dead. Because of the consequences of dying without insurance are so grim, the insurance company urges viewers to act before it’s too late. This is an example of a
. A. fear appeal
B. rhetorical appeal C. life cycle appeal D. humorous appeal E. security appeal
a
84. A political ad that incorporates a fear appeal would MOST likely be expressed as A. religious repercussions after death.
B. disenfranchisement from mainstream society.
C. a lack of patriotic responsibility.
D. a lack of self-respect or self-worth.
E. warnings against the rise of other unpopular ideologies.
e
85. When the office of National Drug Control Policy ran an ad with the headline, “Marijuana Harmless? Didn’t see merging truck.” it was using which type of ad appeal?
A. humor
B. fear
C. sex
D. nostalgic E. guilt
b
86. An ad for Conseco Insurance asks the question, “How long will you wait to start planning for long-term care?” The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a .
A. rhetorical appeal
B. baby boomer appeal C. humorous appeal D. fear appeal
E. security appeal
d
87. The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) .
A. authoritarian appeal
B. coercive appeal
C. family appeal D. fear appeal E. sex appeal
e
88. Which of the following statements describes a potential problem with using sex appeals in advertising?
A. What men find sexy, most women do not.
B. What women find sexy, most men do not.
C. Sex in advertising typically appeals to only younger audiences.
D. An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent. E. Sex in advertising alienates a large segment of the conservative right.
d
89. While many commercials that use sex appeals gain the attention of the audience, they A. do not always lead to changes in consumers’ recall, recognition, or purchase intent. B. contain no information to help consumers.
C. do not appeal to either men or women.
D. wear out quickly, boring the consumer.
E. don’t appeal to the Generation Y target audience.
a
91. When Bebe, a contemporary women’s clothing store, uses evocative imagery in its advertising, it is using which type of advertising appeal?
A. reminder
B. fear
C. sex
D. guilt
E. self-esteem
c
92. An ad for Hydroxycut, an advanced weight loss formula by GNC, shows a beautiful woman who claims that she lost “an incredible 23 pounds.” This ad is using a(n) .
A. rhetorical appeal
B. sex appeal
C. humorous appeal
D. appeal to self-esteem E. fear appeal
b
93. The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors’ offerings is referred to as a(n) .
A. authoritarian appeal
B. coercive appeal
C. family appeal
D. humorous appeal E. sex appeal
d
94. Geico ads that feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?
A. reminder
B. fear
C. humor D. sex
E. cognitive
c
95. While many commercials that use humorous appeals gain the attention of the audience, they A. are effective across cultures when used in a global campaign.
B. contain no information to help consumers.
C. do not appeal to either men or women.
D. wear out quickly, boring the consumer.
E. don’t appeal to the Generation Y target audience.
d
97. 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.
A. humorous B. cognitive C. rhetorical D. fear
E. sex
a
98. The use of Charles Barkley in Nike commercials rather than unknown actors is an example of a very popular form of advertising today—the use of .
A. a reference group appeal
B. snob appeals
C. a peer spokesperson
D. a sex appeal
E. a celebrity spokespersone

The Geico ad shown above is an example of which type of appeal? A. reminder
B. fear
C. sex

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b
99. The use of deceased celebrities such as John Wayne or Fred Astaire in commercials A. creates a humorous appeal.
B. avoids the possibility of a spokesperson’s image changing.
C. creates a fear appeal.
D. creates a product ambiance that limits its appeal to older consumers. E. targets the Gen Y consumer.
b
100.Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg’s after he A. filled his kitchen with Post cereal products.
B. changed his mind about appearing in ads.
C. received negative public attention.
D. gained too much weight. E. lost a race.
c
101.Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity
A. is an actress who hasn’t appeared in any movies or television shows for the past five years.
B. is a sports figure whose team doesn’t win that season.
C. has a messy divorce or creates a newsworthy “scene.”
D. regains all his/her lost weight.
E. wins an award and doesn’t thank the company for the weight-loss contribution.
d
102.High-quality TV commercials typically cost about $323,000 to produce a ad A. 30-second
B. 45-second C. 60-second D. 90-second E. 120-second
a
103.All of the following are shortcomings of advertising EXCEPT:
A. compensating actors is very expensive.
B. shooting commercials in several locations for global campaigns has increased.
Creplacing actors with computer-generated animation is ineffective since the actors are better able to . translate a copywriter’s message into fear, sex, or humorous appeal ads.
D. designing quality artwork, layout, and production for advertisements is time consuming.
E. translating the copywriter’s ideas into an actual advertisement is a complex process.
c
104.The means by which an advertising message is communicated to the target audience is through A. advertising media.
B. reach and frequency.
C. a source.
D. CPM.
E. celebrity spokespeople.
a
105.The decision on media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and .
A. the capabilities of the advertising agency
B. audience preferences
C. the costs of alternative media D. media spending by competitors E. available air time
c
114.Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
A. reach.
B. frequency.
C. costs.
D. ratings.
E. cost per share point.
c
115.The number of different people or households exposed to an advertisement is referred to as A. scope.
B. share. C. CPM. D. rating. E. reach.
e
116.The owners of a small bookstore want to run an ad in their local newspaper. 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
a
117.The percentage of households in a market that are tuned to a particular television show or radio station is referred to as .
A. gross rating points
B. CPM
C. reach
D. rating
E. share points
d
118.In television or radio advertising, a rating refers to
A. the number of different people or households exposed to an advertisement.
B. the average number of times a person in the target audience is exposed to a message or advertisement. C. the percentage of households in a market that are tuned to a particular television or radio station.
Da commonly used reference number an advertiser calculates (reach multiplied by frequency) to
. determine whether it has achieved its advertising objectives.
E. the percentage points of market share a firm garners for its advertisements relative to its competitors.
c
119.A al television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November “sweeps” period. What would be the movie’s rating?
A. 10
B. 20 C. 30 D. 40 E. 50
b
120.Frequency refers to
A.the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a
product or service.
B. the total number of times an advertisement is aired on television or radio.
C. the average number of times a firm airs an advertisement.
D. the number of times an advertisement can be shown before it begins to lose its effectiveness. E. the average number of times a person in the target audience is exposed to an advertisement.
e
121.The average number of times a person in the target audience is exposed to an advertisement is referred to as .
A. the exposure rate B. GRPs
C. frequency
D. the hit rate
E. CPM
c
122.Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is referred to as
A. frequency.
B. CPM.
C. reach.
D. rating.
E. gross rating points.
a
123.The owners of a small toy store with a limited advertising budget were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with
A. reach.
B. frequency.
C. gross rating points. D. cost per thousand. E. ratings.
b
124.Gross rating points (GRPs) are determined by the formula A. reach multiplied by frequency.
B. reach multiplied by rating.
C. rating multiplied by frequency.
D. cost divided by reach.
E. cost divided by frequency.
a
125.With respect to advertising, CPM is defined as
Athe cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or . outdoor), each of which is divided by the multiple of their respective reach and frequency.
B. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C. the cost of reaching 1,000 individuals or households with the advertising message in a given medium. D. the cost per minute of television or radio airtime.
E. the number of consumers exposed to an advertising message, in thousands.
c
126.The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as
A. GRP B. CPA C. TMP D. CPM E. M
d
127.One of the most common measures in advertising is A. cost per thousand impressions.
B. cost per thousand occurrences.
C. cost per thousand incidences.
D. cost per million impressions. E. cost per thousand frequencies.
a
128.One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:A. CPM = Advertising cost ($) ÷ Impressions generated (in 100s).
B. CPM = Total revenue ($) ÷ Impressions generated in 1,000s).
C. CPM = Total profit ($) ÷ Impressions generated (in 1,000s).
D. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s).
E. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s).
d
129.If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?
A. $5.00
B. $4.00
C. $3.00 D. $2.00 E. $1.00
d
134.Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color
ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the LOWEST CPM of the five alternatives?
A. The Wall Street Journal B. USA Today
C. Bloomberg Businessweek D. Sports Illustrated
E. Super Bowl
e
135.Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color
ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the HIGHEST CPM of the five alternatives?
A. The Wall Street Journal B. USA Today
C. Bloomberg Businessweek D. Sports Illustrated
E. Super Bowl
a
136.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.
b
137.One of the advantages associated with television as an advertising medium is that it 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 pictures, print, sound, and motion.
e
138.One of the advantages associated with television as an advertising medium is that it A. is a low-cost medium.
B. has a short exposure time.
C. can target specific audiences.
D. has an unlimited amount of advertising time available. E. can be used to convey complex messages.
c
139.All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:
A. a growing number of households have game consoles or DVRs.
Bmany households have dropped their cable or satellite subscriptions and view limited programming on
. alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services.
C. industry experts also predict that more than 100 million 3-D televisions will be sold by 2014.
D.DVR manufacturers have removed the “skip” button on their remotes to limit ad-zapping in response to
advertiser complaints.
E there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, . offices, airports, and on college campuses.
d
140.One of the disadvantages associated with television as an advertising medium is that it A. has a short exposure time.
B. cannot target specific audiences.
C. must use print for effect.
D. has an unlimited amount of advertising time available. E. is not effective for conveying simple messages.
a
141.One of the disadvantages associated with television as an advertising medium is that it A. cannot target specific audiences.
B. is very expensive to prepare and run ads.
C. must use print for effect.
D. has an unlimited amount of advertising time available. E. is not effective for conveying simple messages.
b
142.One of the disadvantages associated with television as an advertising medium is that it A. requires a long exposure time.
B. cannot target specific audiences.
C. must use print for effect.
D. cannot be used to convey complex messages.
E. has an unlimited amount of advertising time available.
d
143.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.
c
144.When people outside the target market for the product see a firm’s advertisement, it is referred to as .
A. wasted coverage B. media divergence C. dual exposure
D. over-exposure
E. advertising spill-over
a
145.One way TV advertising can reduce wasted coverage is to
A identify the target market it wishes to address within the first three seconds of the commercial so the . message can be ignored by non-targeted viewers.
B. run shorter ads in a greater number of geographical areas.
C. identify specific times of day or night when the target audience would be more likely to tune in.
D. develop more creative ads so that more people will choose to see them.
E. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.
e
146.Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as .
A. advertorials
B. infomercials
C. advermercials
D. edutainment ads
E. extended advertising messages
b
147.Infomercials refer to
A.public service announcements used to notify local citizens of impending danger due to weather or other
natural disasters.
B. a form of advertisement whose sole purpose is to entertain.
C.program-length (30-minute) advertisements that take an educational approach to communication with
potential customers.
D. direct-response TV and radio ads that air during the late night or weekend mornings.
E educationally-formatted programming that consumers order privately by using the “On Demand” button . on their cable TV remote and DVR set-up box.
c
148.One of the advantages associated with radio as an advertising medium is that it A. can target specific audiences.
B. has a long exposure time.
C. has a perishable message.
D. has an unlimited amount of advertising time available. E. is relatively simple to convey complex messages.
a
149.One of the advantages associated with radio as an advertising medium is that it 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.
d
150.One of the advantages associated with radio as an advertising medium is that it A. has a long exposure time.
B. can target general audiences.
C. has an unlimited amount of advertising time available.
D. is relatively simple to convey complex messages. E. uses humor, sound, and intimacy effectively.
e
151.A tern clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
A. better reach
B. more effective visuals
C. ads can be saved by consumers
D. better segmentation capability
E. more effective in conveying complex information
d
152.One of the disadvantages associated with radio as an advertising medium is that it A. has a long exposure time.
B. cannot target specific audiences.
C. has a perishable message.
D. cannot use humor, sound, and intimacy effectively. E. has an unlimited amount of advertising time available.
c
153.One of the disadvantages associated with radio as an advertising medium is that it A. has a short exposure time.
B. cannot target specific audiences.
C. cannot use humor, sound, and intimacy effectively.
D. has a very limited amount of advertising time available. E. is easy to convey complex messages.
a
154.One of the disadvantages associated with radio as an advertising medium is that it 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.
e
155.All of the following statements are true about magazines EXCEPT:
A. the magazine with the highest circulation is AARP The Magazine.
B.consumer interests can be difficult to translate into a magazine theme, resulting in many magazine
failures each year.
C. national publications publish regional and even metro editions to reduce wasted coverage.
D most magazines are dropping their print formats to offer only online versions that can be viewed on . iPads and other tablet devices and smartphones.
E. Time magazine publishes both geographic and demographic editions in the U.S.
d
156.One advantage of using magazines as an advertising medium is A. the ability to target specific audiences.
B. the relatively short time it takes to place an ad.
C. the extremely low cost.
D. the opportunity to compete with other magazine features. E. the simplicity of the message.
a
157.One advantage of using magazines as an advertising medium is A. the relatively short time it takes to place an ad.
B. high-quality color is available if needed or desired.
C. the cost of placing a magazine ad is extremely low.
D. the ease of translating consumer interests into a successful publication. E. there is little need or benefit to incorporate four-color graphics.
b
158.Which of the following is an advantage of using magazines as an advertising medium? A. a magazine ad has a long life
B. it takes a relatively short time to place the ad
C. the cost of placing a magazine ad is extremely low
D. it is easy to translate consumer interests into a successful publication E. there is little need or benefit to incorporate four-color graphics
a
159.One advantage of using magazines as an advertising medium is A. the cost of placing a magazine ad is extremely low.
B. it takes a relatively short time to place the ad.
C. the ads can be clipped and saved.
D. the ease of translating consumer interests into a successful publication. E. there is little need or benefit to incorporate four-color graphics.
c
160.One advantage of using magazines as an advertising medium is A. it takes a relatively short time to place the ad.
B. there is little need or benefit to incorporate four-color graphics. C. there is little noise in the communications process.
D. many are available as digital versions of their print counterparts. E. the cost of placing a magazine ad is extremely low.
d
161.One disadvantage of using magazines as an advertising medium is A. the inability to target specific audiences.
B. the long lead-time needed to place an ad.
C. the extremely low cost.
D. the trend to create sex or humor appeals often dilutes the effectiveness of the message. E. the lack of noise associated with their use in the communication channel.
b
162.One disadvantage of using magazines as an advertising medium is A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the relatively high cost.
D. the lack of noise associated with the use of magazines in the communication channel. E. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
c
163.One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the lack of noise associated with the use of magazines in the communication channel. D. the infrequent nature of their publication.
E. there is little opportunity to tie in magazine advertisements with rest of an ad campaign.
d
164.Recent studies comparing advertising in different media suggest that magazine advertising A. takes a relatively short time to read.
B. incorporates four-color graphics too frequently.
C. usually has little competition with other media features.
D. is quickly replacing television advertising.
E. is perceived to be more trustworthy, inspirational, and engaging than other media.
e
165.Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach potential customers with colorful long-lasting images and remind them that Trice is the source for all their gift- giving needs?
A. prime time national television
B. magazines targeted toward wealthy residents of Milwaukee C. radio stations that target millennials
D. flyers sent to all the Milwaukee zip codes
E. Milwaukee regional newspapers
b
166.All of the following statements are true about newspapers EXCEPT:
A.many newspapers are adding complementary digital versions that can be viewed on tablet devices and
smartphones.
B. newspapers are generally limited to ads that call for an immediate customer response.
C. readers of news-oriented content are moving toward free websites and mobile services.
D. most newspapers have recently experienced a surge in both circulation and advertising revenue. E. newspapers are an important local medium with excellent reach potential.
d
167.One advantage of using newspapers as an advertising medium is A. their ability to cover local markets.
B. the long lead time for placing an ad.
C. the long life span.
D. the relatively high cost.
E. competition for reader attention with other features in the newspaper.
a
168.One advantage of using newspapers as an advertising medium is A. the ability to cover national markets.
B. the short lead time for placing an ad.
C. excellent color graphics.
D. minimum distraction from other features. E. the extended life span.
b
169.One advantage of using newspapers as an advertising medium is A. their long life span.
B. the excellent use of color graphics.
C. ads can be clipped and saved.
D. quick consumer response.
E. limited distraction from other features.
c
170.One advantage of using newspapers as an advertising medium is their A. ability to cover national markets.
B. excellent use of color graphics.
C. quick consumer response.
D. relatively high cost.
E. limited distraction from other features.
c
171.One disadvantage of using newspapers as an advertising medium is A. their inability to cover local markets.
B. readers damage the newspaper when clipping its ads.
C. their short life span.
D. the high cost of ads.
E. their quick consumer response.
c
172.One disadvantage of using newspapers as an advertising medium is their . A. relatively poor color reproduction
B. inability to cover local markets
C. long lead time for placing an ad
D. relatively high cost
E. lack of noise during the communication process
a
173.One disadvantage of using newspapers as an advertising medium is their A. inability to cover local markets.
B. long lead time for placing an ad.
C. long life span.
D. relatively high cost.
E. competition for reader attention with other features in the newspaper.
e
174.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 .
A. The National Enquirer and The National Review
B. The Wall Street Journal and USA Today
C. The Trader and The National Enquirer
D. The New York Times and the Washington Post
E. The Christian Science Monitor and The Huffington Post
b
175.The Wall Street Journal and USA Today each have a national distribution of more than A. 500,000 readers.
B. 1 million readers.
C. 2 million readers.
D. 5 million readers. E. 10 million readers.
b
176.Which of the following is a trend that influences newspapers today? A. Newspapers are enjoying increasing circulation.
B. Newspapers are increasing the number of printed pages.
C. There is a growth in new types of news organizations.
D. More cities are increasing the number of newspapers that are available. E. Cheaper newsstand prices have rekindled an interest in newspapers.
c
177.Which of the following is a trend that influences newspapers today? A. There is a growth in online newspapers.
B. Newspapers are enjoying increasing circulation.
C. Newspapers are increasing the number of printed pages.
D. More cities are increasing the number of newspapers that are available. E. Cheaper newsstand prices have rekindled an interest in newspapers.
a
178.One advantage of using the yellow pages as an advertising medium is A. the 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 24/7/365.
e
179.One advantage of using the yellow pages as an advertising medium is A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they are more mobile than other information sources.
D. they have excellent coverage of geographic segments. E. there are no delivery costs.
d
180.One advantage of using the yellow pages as an advertising medium is A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they have a long life span.
D. they are more mobile than other information sources. E. there are no delivery costs.
c
181.One disadvantage of using the yellow pages as an advertising medium is A. the proliferation of directories in many cities.
B. they have extensive accountability and ROI metrics.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.
a
182.One disadvantage of using the yellow pages as an advertising medium is A. there is no similar competition.
B. they are difficult to keep up to date.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.
b
183.One disadvantage of using the yellow pages as an advertising medium is
A. there is no similar competition.
B. they are facing increasing public concern about the environmental impact of their paper-based print
versions.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.
b
184.Yellow pages publishers are facing increasing public concern about A. the competition among directories.
B. the lack of online yellow pages.
C. the difficulty of keeping the ads up-to-date.
D. privacy.
E. the environmental impact of the directories.
e
185.One advantage of using the Internet as an advertising medium is A. it is similar to print advertising since it offers a visual message. B. there is no need to segment markets.
C. messages are automatically translated into multiple languages. D. initial encoding is easily outsourced.
E. it is relatively simple to run national online campaign across multiple sites.
a
186.One advantage of using the Internet as an advertising medium is A. there is no need to segment markets.
B. it has video and audio capabilities similar to television.
C. initial encoding is easily outsourced.
D. online ads almost always result in a “click,” an action that leads to the purchasing of a product. E. messages are automatically translated into multiple languages.
b
187.One advantage of using the Internet as an advertising medium is A. there is no need to segment markets.
B. messages are automatically translated into multiple languages. C. Internet advertising can use rich media to create interactive ads. D. initial encoding is easily outsourced.
E. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
c
188.One advantage of using the Internet as an advertising medium is A. there is no need to segment markets.
B. messages are automatically translated into multiple languages. C. initial encoding is easily outsourced.
D. online ads almost always result in a “click,” an action that leads to the purchasing of a product. E. it can use animation to capture attention.
e
189.One advantage of using the Internet as an advertising medium is A. there is no need to segment markets.
B. messages are automatically translated into multiple languages. C. initial encoding is easily outsourced.
D. there are a variety of online advertising options.
E. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
d
190.One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. it is difficult to translate messages that can be used in social media networks like Facebook and
Twitter.
C. the medium is new so standards for various formats are still evolving. D. it often creates more traffic than a firm can actually handle.
E. pay-per-click search ads on Google are expensive and ineffective.
c
191.One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. pay-per-click search ads on Google are expensive and ineffective.
C. it is difficult to translate messages that can be used in social media networks like Facebook and
Twitter.
D. it often creates more traffic than a firm can actually handle. E. animation can require a long download time.
e
192.One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. the click-through rate has been declining because consumers are developing “banner blindness.” 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.
b
193.Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as .
A. rich media
B. banner ads
C. interactive media D. pay-per-click ads E. infotainment ads
a
194.There are a variety of online advertising options. The most popular are: A. free search, classifieds, interactives, and interstitials.
B. free search, banner ads, spamming, and video.
C. wikis, RSS feeds, interstitials, and cookies.
D. paid search, banner ads, classified ads, and video.
E. pop-ups, paid search, streaming video, and spamming.
d
195.The fastest growing form of Internet advertising is . A. interstitials
B. rich media C. paid search D. spam
E. wikis
c
197.Two of the largest portals for Internet advertising are and A. Google; AOL
B. Google; Tubenet C. Google; MSN D. Google; Yahoo! E. Google; Bing
d
198.Experts estimate that consumers conduct approximately A. 17 billion
B. 23 billion C. 39 billion D. 68 billion E. 92 billion
.
searches each month.
a
199.Which of the following statements about online advertising is MOST accurate?
A. It is easier to measure the impact of online advertising than other media.
B. Although annoying, click fraud and webtipping are not causing real financial damage.
C. Although popular with the younger generation, few Baby Boomers order online.
D. Standards for the various formats used online are still evolving.
E. One way online companies benefit is through employing PTR in order to increase site traffic.
d
200.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.
b
201.A m of click fraud is called “PTR,” which is an acronym for A. Paid-to-Read.
B. Ping-to-Read. C. Profit-to-Read. D. Place-to-Read E. Priced-to-Read.
a
202.Software programs called , are a form of click fraud where the software is used to produce automatic clicks on ads.
A. click spiders
B. clickbots
C. click bangers D. click hammers E. click tippers
b
203.Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the
site to keep them free. This practice is called A. click hamming
B. click banging
C. clickbotting
D. webtipping E. webcrawling
d
204.The most common form of outdoor advertising is/are A. transit
B. point-of-purchase displays C. billboards
D. kiosks
E. in-store signage
.
c
205.Which of the following statements regarding billboards is MOST accurate?
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.
a
206.One advantage of using billboards as an advertising medium is A. it is environmentally friendly.
B. it is relatively low-cost.
C. it has universal appeal.
D. it is particularly suited to national campaigns.
E. it is especially suited for pioneering product advertisements.
b
207.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 has good reach and frequency.
E. it is especially suited for persuasive advertisements.
d
208.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.
.
e
209.Which of the following statements regarding billboards is MOST accurate?
A. Billboards offer opportunities for lengthy advertising copy.
B. Billboards are not a good supplemental reinforcement for well-known products.
C. Billboards are well-suited for pioneering advertising.
D. Billboard sites depend on traffic patterns and sight lines.
E. Billboards are often too expensive for small local firms and are better suited for national campaigns.
d
210.Messages on the interior and exterior of buses, subway cars, and taxis are referred to as A. transportation messages.
B. public service announcements.
C. transit advertising.
D. public advertising. E. transport advertising.
c
211.Which of the following statements regarding transit advertising is MOST accurate?
A. Transit advertising is well-suited for pioneering advertising.
B. Heavy travel times, when audiences are the largest, are not conducive to reading transit advertising
copy.
C.Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood
or bus route.
D.Transit advertising is creating safety hazards as people are busy reading the copy and not paying
attention to the own well-being.
E. Transit advertising is highly selective of target audience when used on regular transit routes.
b
212.Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of .
A. transit advertising
B. mobile advertising
C. motorized billboards
D. mobile signage
E. transportation advertising
a
213.Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses. These ads are examples of .
A. mobile advertising
B. place-based billboards
C. mobile signage
D. transit advertising
E. transportation advertising
d
214.As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or .
A. out-of-home advertising
B. invasive placements
C. electronic advertising D. product placements
E. cooperative advertising
a
215.As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors’ offices, health clubs, or theaters, which are referred to as .
A. remote media
B. electronic advertising
C. product placements
D. cooperative advertising
E. place-based media
e
216.Several hospitals placed signs on the inside door of ladies’ bathroom stalls encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of .
A. remote media
B. social network advertising C. place-based media
D. advocacy advertising
E. cooperative advertising
c
217.There are three key factors when choosing among place-based media options for an advertising campaign: (1) ; (2) the product’s attributes; (3) and cost.
A. the perceived risk
B. the sustainability of the message
C. the reputation of the prospective media firm
D. the media habits of the target audience
E. the length of time required to get the message across
d
218.There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience; (2) the product’s attributes; and (3)
. A. cost.
B. the perceived risk.
C. the reputation of the prospective media firm.
D. the length of time required to get the message across. E. the sustainability of the message.
a
219.In terms of scheduling advertising, buyer turnover refers to
A. the amount of time between repeat purchases for a given product.
B. how often new buyers enter the market to buy a product.
C. the amount of time for a buyer to enter and exit a product’s life cycle.
D. how often a consumer will try competitive brands before becoming a brand loyal customer of the
firm’s product.
E. the ratio of repeat purchases to the number of buyers for an offering.
b
220.In terms of scheduling advertising, purchase frequency refers to
A. the number of times a buyer tries a product before becoming a brand loyal customer of the firm’s
product.
B. the number of times a buyer purchases a product during its life cycle.
C. how often a consumer will try competitive brands before becoming a brand loyal customer of the
firm’s product.
D. how frequently a product is purchased over a particular time period.
E. the idea that the more frequently the product is purchased, the less advertising repetition is required.
e
221.In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
A. buyer turnover.
B. the frequency rate.
C. brand awareness rate. D. forgetting rate.
E. recall dissipation rate.
d
222.The three approaches to setting advertising schedules are A. flexible, seasonal, and continuous.
B. spontaneous, continuous, and intermittent.
C. continuous, flighting, and pulse.
D. daytime, primetime, and off-peak.
E. sporadic, intermittent, and infrequent.
c
223.A ic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a
A. continuous schedule.
B. flighting schedule.
C. pulse schedule.
D. relentless schedule. E. unceasing schedule.
a
224.Continuous scheduling would most likely be used for advertising . A. fishing rods
B. bathing suits
C. gardening supplies D. bathroom cleaners E. children’s toys
d
225.Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the schedule of advertising.
A. steady
B. flighting
C. dripping D. pulsing E. burst
b
226.Flighting schedules would most likely be used for advertising . A. snowboards
B. automobiles
C. bottled water
D. toothpaste
E. bathroom cleaners
a
227.A ghting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a .
A. continuous schedule
B. phased schedule
C. pulse schedule
D. turnover schedule E. intermittent schedule
c
228.Pulse scheduling would most likely be used for advertising . A. bathroom cleaner
B. breakfast cereal
C. socks
D. motor oil
E. long-stemmed roses
e
229.Some studies show that are superior to other advertising strategies. A. flighting schedules
B. continuous schedules
C. opportunistic schedules
D. pulsing schedules
E. intermittent schedules
d
230.Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as .
A. posttests
B. pretests
C. test screenings
D. aided recall testing E. sales tests
b
231.Pretests refer to
A tests conducted before an advertisement is placed in various media to determine which medium best
. reaches its intended target market.
B tests conducted among company personnel to determine which advertising campaign most closely
. matches the firm’s goals and objectives.
C tests conducted with an advertisement for a product to prospective consumers under realistic purchase . conditions to see if they will buy.
Dtests conducted before an advertisement is placed in any medium to determine whether the
. advertisement communicates the intended message or to select among alternative versions of the
advertisement.
E.sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal
contract for that account.
d
232.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.
A. pretests
B. double blind tests C. efficacy trials
D. aided recall tests E. sales tests
a
233.In a(n) test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
A. pretest
B. range test
C. group test
D. portfolio test
E. assortment test.
d
234.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 .
A. focus groups
B. portfolio tests
C. jury tests
D. theater tests
E. performance tests
c
235.A t where consumers are invited to view new television shows or movies that also include test commercials is called the .
A. sales test
B. jury test
C. theater test D. attitude test E. portfolio test
c
236.The most sophisticated form of pretest is the . A. portfolio test
B. sales test C. attitude test D. theater test E. jury test
d
240.A(n) is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
A. limited-service agency
B. full spectrum agency
C. multi-service agency D. in-house agency
E. full-service agency
e
241.A full-service advertising agency refers to
Aan advertising agency that not only provides a complete range of services, including market research, . media selection, copy development, artwork, and production, but also has input into actual product
design.
B an advertising agency that specializes in one aspect of the advertising process such as developing
. advertising copy or providing social media services.
Can advertising agency that provides the most complete range of services, including market research, . media selection, copy development, artwork, and production.
D.firms that are large enough to carry their own in-house advertising staff to provide all advertising
services the company needs.
Ean organization that sets a firm’s advertising objectives, designs the market research, recommends
. media selection, suggests copy development and artwork, and then allows the firm to implement the
recommendations in order to save the firm money.
c
242.An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as a(n) .
A. full-service agency
B. in-house agency
C. modified-service agency D. promotional firm
E. limited-service agency
a
243.Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as .
A. full-service agencies
B. in-house agencies
C. modified-service agencies D. promotional firms
E. limited-service agencies
e
244.A limited-service agency refers to
Aan advertising agency that not only provides a complete range of services, including market research, . media selection, copy development, artwork, and production, it has input into actual product design. B an advertising agency that specializes in one aspect of the advertising process such as developing
. advertising copy or providing social media services.
Can advertising agency that provides the most complete range of services, including market research, . media selection, copy development, artwork, and production.
D.firms that are large enough to carry their own in-house advertising staff to provide all advertising
services the company needs.
Eone that sets a firm’s advertising objectives, designs the market research, recommends media selection,
. suggests copy development and artwork, and then allows the firm to implement the recommendations in
order to save the firm money.
b
245.An advertising agency that deals in creative work and is compensated by a contractual agreement for the
services performed is referred to as A. full-service agencies
B. in-house agencies
C. modified-service agencies
D. limited-service agencies E. promotional firms
d
246.When a company uses a(n) services needed by the company. A. intra-firm agency
B. promotion department
C. in-house agency
D. full-service agency
E. limited-service agency
.
, it is using its own advertising staff to provide the advertising
c
247.The company’s own advertising staff, which may provide full services or a limited range of services, is referred to as a(n) .
A. intra-firm agency
B. in-house agency
C. full-service agency
D. limited-service agency E. promotion department
b
248.Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as .
A. jury testing
B. tracking tests
C. exposure testing D. posttests
E. pretests
d
249.All of the following are examples of posttests EXCEPT: A. inquiry test
B. sales test
C. attitude test
D. unaided recall test E. jury test
e
250.There are five common approaches to posttests: and sales tests.
A. aided recall
B. jury tests
C. tracking testing D. performance tests E. comparison tests
a
251.There are five common approaches to posttests: aided recall, sales tests.
A. exposure tests
B. performance tests C. unaided recall
D. jury tests
E. comparison tests
, unaided recall, attitude tests, inquiry tests,
, attitude tests, inquiry tests, and
c
252.There are five common approaches to posttests: aided recall, unaided recall, , inquiry tests, and sales tests.
A. exposure tests
B. attitude tests
C. performance tests D. jury tests
E. comparison tests
b
253.There are five common approaches to posttests: aided recall, unaided recall, attitude tests, , and sales tests.
A. exposure tests
B. inquiry tests
C. performance tests D. jury tests
E. comparison tests
b
The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) ; (3) who read any part of the ad’s copy; and (4) who read at least half of the ad.
A. who felt the ad was vague or ambiguous
B. who felt elements of the ad were inappropriate
C. who saw or read any part of the ad identifying the product or brand
D. who could summarize the key ad points in their own words
E. who remembered having seen the ad before and had already tried the product
c
261.A earcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in
the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using to test the effectiveness of ads in the magazine.
A. inquiry testing
B. concept testing
C. portfolio testing
D. aided recall
E. unaided recall
e
262.Which of the following statements about inquiry tests is MOST accurate?
AWith inquiry tests, a question such as, “What ads do you remember seeing yesterday?” is asked of
. respondents without any other prompting to determine whether they saw or heard advertising messages. BWith inquiry tests, additional product information, product samples, or premiums are offered to an ad’s
. readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
C. Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
DIn an inquiry test, respondents are asked questions to measure changes in their attitudes after an
. advertising campaign, such as whether they had a more favorable attitude toward the product advertised. E In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to
. it was through reading, viewing, or listening.
b
263.Which of the following statements about sales tests is MOST accurate?
AWith sales tests, additional product information, product samples, or premiums are offered to an ad’s
. readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
BWith sales tests, a question such as, “What ads do you remember seeing yesterday?” is asked of
. respondents without any other prompting to determine whether they saw or heard advertising messages. C. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure
actual purchases.
DIn a sales test, respondents are asked questions to measure changes in their attitudes after an advertising . campaign, such as whether they had a more favorable attitude toward the product advertised.
E In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it
. was through reading, viewing, or listening.
c
264.Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of
A. aided recall.
B. unaided recall.
C. attitude tests.
D. sales tests.
E. inquiry tests.
d
265.Sales promotion has become a key element of the promotional mix, which now accounts for in annual expenditures.
A. $92 million
B. $255 million
C. $5 billion D. $25 billion E. $71 billion
e
266.Consumer-oriented sales promotions refer to
A. sales tools used to support a company’s advertising and personal selling directed to ultimate
consumers.
B promotions where charitable contributions of a firm are tied directly to the customer revenues produced . through the promotion of one of its products.
C. methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D. advertisements that show actual consumers using the product.
E.sales promotions that supplement advertising and personal selling but are directed to wholesalers,
retailers, or distributors.
a
267.Sales promotions used to support a company’s advertising and personal selling directed to ultimate consumers are referred to as .
A. trade-oriented sales promotions
B. manufacturers’ promotions
C. channel promotions
D. consumer-oriented sales promotions E. public service promotions
d
268.Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company’s and .
A. advertising; public relations
B. advertising; personal selling
C. personal selling; public relations D. personal selling; direct marketing E. advertising; direct marketing
b
269.When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn’t purchased previously. The coupons, contests, and free samples are all examples of .
A. advertising
B. publicity
C. sales promotions D. personal selling E. direct marketing
c
270.Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as .
A. deals
B. testers
C. samples D. coupons E. premiums
d
271.For marketers, the primary objective of coupons is to . A. increase foot traffic in supermarkets
B. encourage repeat purchases
C. stimulate demand
D. retaliate against competitor’s actions E. minimize brand-switching
c
272.All of the following statements are true about coupons EXCEPT:
A. consumers delay product purchases as they wait for coupons.
B.studies suggest that market share decreases slightly during the period immediately before coupons are
distributed.
C. Groupon, LivingSocial, and other daily couponing services is expected to explode by 2015.
D. online coupons are growing but only account for a small percentage of total coupon redemptions. E. most are distributed as freestanding inserts in newspapers.
b
273.Valpak is a firm that sends consumers a package of to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.
A. deals
B. rebates
C. samples D. premiums E. coupons
e
274.A mother handed her college-aged son a piece of paper and said, “By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans.” Birds Eye is using a to stimulate demand for its lima beans.
A. coupon
B. rebate C. sample D. deal
E. premium
a
275.Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor’s actions is commonly referred to as a .
A. coupon
B. deal
C. sample
D. premium
E. product placement
b
276.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 is using?
A. a contest
B. a premium
C. a deal D. a rebate E. a sample
c
277.During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca- Cola offers a buy one, get one free promotion to make Pepsi’s new product introduction more difficult. Which type of sales promotion is Coca-Cola using?
A. a deal
B. a contest C. a premium D. a rebate E. a sample
a
278.A motional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a
A. deal.
B. rebate.
C. sample. D. premium. E. coupon.
d
279.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 .
A. deal
B. rebate
C. coupon D. sample E. premium
e
280.The radio commercial said, “Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt.” This ad was offering customers a .
A. sample
B. deal
C. premium D. rebate E. coupon
c
281.A nt ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a .
A. sample
B. deal
C. rebate
D. premium E. coupon
d
282.With the purchase of a Happy Meal, McDonald’s offered free, collectable toys that portrayed the movie characters in Rio. These toys are an example of a .
A. deal
B. premium
C. rebate D. coupon E. sample
b
283.When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a .
A. deal
B. rebate C. coupon D. sample E. premium
e
284.A es 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 .
A. contest
B. challenge
C. competition
D. sweepstakes
E. public relations campaign
a
285.For marketers, the primary objective of a contest is to
A. demonstrate product use.
B. retaliate against competitors’ actions.
C. encourage present customers to buy more and minimize brand-switching behavior. D. encourage new product trial.
E. increase consumer purchases and build business inventory.
e
286.The “Crash the Super Bowl” sales promotion sponsored by PepsiCo, where people submit a 30-second TV ad for a $1 million prize, is an example of a .
A. deal
B. sweepstakes
C. sponsor-generated content D. contest
E. loyalty program
d
287.During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor’s products. Not only does the company benefit from publicity surrounding the event and the great recipes that it can use later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. This is an example of a very successful .
A. challenge
B. contest
C. sweepstakes
D. competition
E. public relations campaign
b
288.”Inspired by Threads—A Fashion Challenge” is a run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. Readers are encouraged to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.
A. premium
B. sweepstakes C. contest
D. deal
E. end-run sample
c
289.A ular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a
. A. premium
B. sweepstakes
C. deal
D. contest
E. trade promotion
d
290.Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
A. premiums.
B. rebates.
C. deals.
D. contests.
E. sweepstakes.
e
291.For marketers, the primary objective of a sweepstakes is to
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.
c
292.The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a to measure the effectiveness of its ads.
A. lottery
B. contest
C. premium
D. sweepstakes E. deal
d
293.Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a to measure the effectiveness of its ads.
A. sweepstakes
B. lottery C. contest D. premium E. deal
a
294.Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as
A. deals.
B. rebates.
C. samples. D. premiums. E. discounts.
c
295.Sampling is an appropriate strategy for which type of products? A. products that are classified as shopping goods
B. new products
C. commodity products like salt, sugar, and baking soda
D. products that are perishable
E. products that are classified as specialty goods
b
296.Taco 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
A. a self-liquidating premium.
B. a special deal.
C. a rebate.
D. sampling.
E. product placement.
d
297.When Allyn went to get his newspaper, he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?
A. a sample
B. a deal
C. a premium
D. a point-of-purchase display E. a introductory offer
a
298.Michael Angelo’s Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it MOST LIKELY employ?
A. Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave.
B. Provide a premium to build customer goodwill by receiving reduced price merchandise.
C. Create a sign with the simple preparation steps for display on grocers’ freezer doors where the product
is shelved.
D. Use a rebate to encourage customers to purchase the snack and increase customer confidence in the
product.
E Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bite- . sized portions of the snack to shoppers.
e
299.A es 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
A. a merchandise deal.
B. product enhancement.
C. a loyalty program.
D. retail positioning.
E. experiential decoding.
c
300.The most popular loyalty programs today are reward programs. A. fast food
B. airline travel
C. hotel accommodations D. credit card
E. grocery store itemsd
301.A te of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?
A. a trading stamp program that allows buyers to earn free food after making ten purchases
B. a two-for-the-price-of-one deal that is only offered on New Year’s Eve
C. a coupon for a free soft drink with a Gyro purchase
D. a game with food prizes
E. free Extra Juicy Gyro samples at local fairs and concerts
a
302.A es promotion prominently displayed in a store aisle is called a(n) A. seasonal
B. automated
C. interactive
D. point-of-purchase E. product sampling
d
303.For marketers, the primary objective of a point-of-purchase display is to
A. eliminate the need for any special pricing promotion.
B. retaliate against competitors’ actions.
C. encourage present customers to buy more; minimize brand-switching behavior. D. build business inventory.
E. increase product trial and provide in-store support for other promotions.
display.
e
304.A isco display in the grocery store is designed to maximize the consumer’s attention to lunch box and after-school snacks and to provide storage for the products. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as .
A. a sample
B. a freestanding insert
C. a point-of-purchase display D. a premium
E. a deal
c
305.Some studies estimate that A. 20%
B. 33% C. 40% D. 60% E. 75%
b
306.Apple recently offered consumers a printer.
A. premium B. deal
C. coupon D. rebate
E. student incentive
of a consumer’s buying decisions are made in the store.
of $100 when they purchased a computer and a
d
307.The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as .
A. co-branding
B. subliminal tie-in
C. product placement
D. partnership promotion E. product parallelism
c
308.Product placement refers to
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.
Dthe use of a brand-name product in a move, television show, or commercial without the manufacturer’s . knowledge or permission, and without compensation.
Ea 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.
a
309.After the release of the movie E.T., sales of Hershey’s Reese’s Pieces soared while Mars, the makers of M&M’s, regretted not permitting its product to be used in the film. This is an example of . A. product continuity
B. subsidized advertising
C. subliminal direction
D. reverse product placement E. product placement
e
310.In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx’s service guarantee, saying she will arrive “by 10 a.m. the next business day.” This is an example of
.
A. product placement
B. product continuity
C. a deal
D. subliminal advertising
E. reverse product placement
a
311.7-Eleven rebranded 11 of its American stores and one Canadian store as “Kwik-E-Marts,” selling some real-life versions of products seen in episodes of The Simpsons, such as Buzz Cola and Krusty-O’s cereal. This form of promotion is referred to as .
A. a product placement
B. product continuity
C. a reverse product placement D. trade-oriented sales promotion E. subliminal advertising
c
312.Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) , and (3) training of distributor’s salesforce.
A. reminder advertising
B. cooperative advertising C. pioneering advertising D. competitive advertising E. comparative advertising
b
313.Trade promotions refer to
A promotions where charitable contributions of a firm are tied directly to the customer revenues produced . through the promotion of one of its products.
B. methods used to get a nonpersonal, indirectly paid presentation of a company products.
C. advertisements that show actual consumers using the product in a barter or countertrade situation. D.sales tools used to support a company’s advertising and personal selling directed to wholesalers,
distributors, or retailers.
E. sales promotions that are directed to ultimate consumers and are used to support advertising and
personal selling.
d
314.Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as
A. trade-oriented sales promotions.
B. consumer-oriented promotions.
C. reseller-oriented promotions.
D. wholesaler-oriented promotions. E. retailer-oriented promotions.
a
315.A(n) reimburses a retailer for extra in-store support or special featuring of a brand. A. organizational allowance
B. case allowance
C. finance allowance
D. manufacturer’s inducement E. merchandise allowance
e
316.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
b
317.A count on each case of goods ordered during a specific period of time is referred to as a A. functional allowance.
B. merchandise allowance.
C. case allowance.
D. finance allowance.
E. manufacturer’s inducement.
c
318.A iation 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.
A. complementary
B. harmonizing
C. balancing D. free goods E. paired
d
319.A de promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a .
A. finance allowance
B. promotional allowance
C. merchandise allowance D. case allowance
E. failure fee
a
320.A de promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a.
A. level stock protection program
B. floor stock protection program C. ceiling stock protection program D. ground stock protection program E. hedge stock protection program
b
321.A de promotion which compensates retailers that transport orders from the manufacturer’s warehouse is referred to as a .
A. carry allowance
B. haulage allowance
C. finance allowance D. case allowance
E. freight allowance
e
322.Advertising programs in which a manufacturer pays a percentage of a retailer’s local advertising expense for advertising the manufacturer’s products are referred to as
A. trade promotion programs.
B. consumer promotion programs.
C. cooperative advertising programs. D. cause-related marketing programs E. shared-responsibility programs.
c
323.Cooperative advertising refers to
A advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising
. expense for advertising the manufacturer’s products.
B.advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for
local advertising expense.
C. advertising for all stores located in strip malls or other shared facilities financed as a part of their
leasing fees.
D.advertising paid for by multiple independent firms to promote a product class rather than an individual
product or firm.
E. advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.
a
324.While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of
A. cooperative advertising.
B. co-branding.
C. a finance allowance.
D. a merchandise allowance. E. specialty advertising.
a
325.A dware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements and also paid 50 percent of the cost to place the ad in the paper. Sylvania was using to promote its products.
A. strategic channel partnership
B. cooperative advertising
C. retail publicity
D. reseller consumer promotion
E. manufacturer incentive advertising
b
326.Publicity tools refer to
A methods of tying charitable contributions of a firm directly to the customer revenues produced through . the promotion of one of its products.
B. methods used to get a nonpersonal, directly paid presentation of a company or its products.
C. short-term inducements of value offered to arouse interest in buying a product or service.
D. methods of obtaining nonpersonal presentation of an organization, product, or service without direct
cost.
E. free space or time donated by the media.
d
327.Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as A. promotional tools.
B. free advertising.
C. public promotions.
D. market-oriented promotions. E. publicity tools.
e
328.All of the following are publicity tools EXCEPT: A. high-visibility individuals.
B. PSAs.
C. news releases.
D. contests.
E. news conferences.
d
329.In planning and obtaining publicity, a frequently used tool is the , which is an announcement regarding changes in the company or the product line.
A. trade announcement
B. news release
C. infomercial
D. news conference
E. public trade announcement
b
330.The objective of a story.
A. infomercial
B. news flash
C. news release D. news broadcast E. news summary
is to inform a newspaper, radio station, or other medium of an idea for a
c
331.A nted or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it 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?
A. news release
B. public trade announcement
C. lobbying
D. news conference
E. event management
a
332.An 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? A. lobbying
B. events management
C. disclosure statement
D. news release
E. public service announcement
d
333.A mon 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
c
334.A s conference is a(n)
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 that 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.
e
335.News conferences would most likely be used during which stage of a product’s life cycle? A. introductory
B. harvest C. mature D. growth E. decline
a
336.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 Visio 2010 and 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. co-operative advertising
b
337.A licity 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 .
A. public service announcement
B. cooperative advertisement
C. cause-related publicity D. news conference
E. news release
a
338.During the 2010 winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a
, where the media donated free space and air time. A. news release
B. news conference
C. public service announcement D. cooperative advertising
E. limited-service advertising
c
339.The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as
A. legislation.
B. self-regulation.
C. business practice.
D. business ethics.
E. government regulation.
b
340.Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?
A. Express strong support for First Amendment freedom and stand its ground.
B. Develop an infomercial for its product that is relevant, useful to its customer, and entertaining.
C. Produce a public service announcement in support of its current, successful approach.
D. Take advantage of the publicity and run the ads in question more frequently.
E. Take steps toward self-regulation, imposing standards on its promotional activities that reflect the
values of society.
e
341.When Google chose a new model for its advertising, it decided to
A.show advertisements that were the exact opposite of a consumer’s profile to give the ads a higher
awareness rate.
B.randomize the time periods between ads and banners rather than use a steady schedule in order to keep
the ads more noticeable.
C customize all advertisements to reflect customers’ preferences for color, music, and fonts based on
. information obtained from cookies.
Dcreate a “quality score” to predict how effective an ad would be based on factors such as click-through . rates, advertiser history, and keyword performance.
Ecreate an “ad-option” page for consumers to create their own consumer profile— blocking out products . and services they don’t want and selecting the products and services they do.
d
342.Google’s first search engine was called ” .” A. Pack rat
B. Back-Rub C. Rub-down D. Black eye E. elgoog
b
343.Google’s mission is
A. to receive 20 billion inquiries each day.
B. to be the first company to generate $100 billion in revenues every year.
C. to be the most socially responsible company on earth.
D. to obtain corporate sustainability by the year 2015.
E. to organize the world’s information and make it universally accessible and useful.
e
344.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, “Focus on the and all else will follow.”
A. prize
B. bottom line
C. user D. seller E. brand
c
345.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, “It’s best to do really, really well.”
A. one thing
B. everything
C. whatever you love
D. what you are afraid of E. your job
a
346.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, “Fast is better than .”
A. last
B. perfect
C. slow
D. accurate E. pretty fast
c
347.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, “You don’t need to to need an answer.”
A. be an Einstein
B. ask a question
C. be in need
D. be at your desk
E. be at your computer
d
348.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, “You can make money without .”
A. an MBA
B. doing evil
C. compromising ethics D. cheating the other guy E. working 24/7
b
349.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, “There’s always more out there.”
A. information
B. competition
C. opportunity
D. money to be made E. customers to serve
a
350.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, “The need for information .”
A. is the next frontier
B. is the power behind change
C. is insatiable
D. separates the winners from the losers E. crosses all borders
e
351.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, “You can be serious without .”
A. having an attitude
B. a PhD
C. an MBA
D. a suit
E. losing your sense of humor
d
352.Much of Google’s success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, ” just isn’t good enough.”
A. Second
B. Satisfying customers
C. Making money
D. Beating Microsoft E. Great
e
353.Google generates revenue by offering opportunities next to search results or on specific web pages.
A. online advertising
B. online sales promotion C. online banking
D. online publicizing
E. online public relations
a
354.Advantages of online advertising such as those offered through Google are that it is and allows immediate assessment of its .
A. objective; measurability
B. measurable; effectiveness
C. unbiased; impartiality D. detached; measurability E. independent; traceability
b
355.The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, , classified, referral, and e-mail.
A. show
B. track C. monitor D. explain E. display
e
356.Google is the dominant provider of online search requests and receives more than of the search advertising revenue.
A. 30 percent
B. 40 percent
C. 50 percent D. 60 percent E. 70 percent
d
357.Several improvements in technology and business practice tools contributed to Google’s success. Google developed its patented algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.
A. PageLeaf
B. PageFolio C. PageRank D. PageCall E. PageTag
c
358.Google developed two business practice tools and to (1) help advertisers create ads and (2) help content providers generate advertising revenue.
A. AdWords; AdSense
B. AdPage; AdSense
C. AdLeaf; AdCall
D. AdFolio; AdSummon E. AdRank; AdTag
a
359.To help advertisers place ads based on their search-engine results, Google developed an online tool called .
A. AdPage B. AdLeaf C. AdRank D. AdWords E. AdTrack
d
360.In 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.
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-hit
c
361.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.
A. AdPage
B. AdLeaf
C. AdWords D. AdRank E. AdSense
e
362.One of the tools Google is using to pursue its goal of increasing its display advertising business is called .
A. AdPage B. AdSense C. AdRank D. AdWords E. AdSnap
b
363.Google purchased , an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.
A. YouTube
B. ClickBot
C. eBay
D. DoubleHit E. DoubleClick
e