Question 1

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

Accepted Answer

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

Question 2

An in-house agency

Accepted Answer

A)  provides the most complete range of services.
B)  is compensated by a contractual arrangement.
C)  provides a range of services from limited to full.
D)  avoids a integrated marketing approach.
E)  engages only in social media strategies.F) B) and D)
G) D) and E)

Question 3

All of the following statements are true about the changing aspects of television as an advertising medium except

Accepted Answer

A)  Americans now view over 40 hours of TV each week on multiple devices.
B)  many households now view programming on alternative options such as Netflix, Hulu, and other Internet or streamed video services.
C)  the future will bring 4K TVs that are four times as sharp as today's 3-D HDTVs.
D)  DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints.
E)  there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.F) A) and D)
G) C) and D)

Question 4

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

Accepted Answer

A)  legislation.
B)  self-regulation.
C)  business practice.
D)  business ethics.
E)  government regulation.F) B) and E)
G) A) and D)

Question 5

A(n)  __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)  limited-service agency
B)  full spectrum agency
C)  multi-service agency
D)  in-house agency
E)  full-service agencyF) C) and E)
G) B) and E)

Question 6

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

Accepted Answer

A)  an authoritarian appeal.
B)  a coercive appeal.
C)  a family appeal.
D)  a humorous appeal.
E)  a sex appeal.F) All of the above
G) A) and D)

Question 7

A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) B) and E)
G) A) and C)

Question 8

The objective of __________ is to inform a newspaper, radio station, or other media of an idea for a story.

Accepted Answer

A)  an infomercial
B)  a news flash
C)  a news release
D)  a news broadcast
E)  a news summaryF) B) and C)
G) A) and E)

Question 9

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

Accepted Answer

A)  exposure tests
B)  inquiry tests
C)  performance tests
D)  jury tests
E)  comparison testsF) None of the above
G) A) and B)

Question 10

Which sales promotion tool is the best match for the growth in consumer- (or user-)  generated content?

Accepted Answer

A)  samples
B)  sweepstakes
C)  coupons
D)  contests
E)  dealsF) B) and D)
G) B) and E)

Question 11

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

A)  Institutional
B)  Reminder
C)  Competitive
D)  Pioneering
E)  ObjectiveF) B) and E)
G) A) and D)

Question 12

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms 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

Accepted Answer

A)  remote media.
B)  social network advertising.
C)  place-based media.
D)  advocacy advertising.
E)  cooperative advertising.F) B) and D)
G) All of the above

Question 13

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Accepted Answer

A)  10
B)  20
C)  30
D)  40
E)  50F) All of the above
G) A) and D)

Question 14

Some studies estimate that __________ percent of a consumer's buying decisions are made in the store.

Accepted Answer

A)  20
B)  33
C)  40
D)  60
E)  75F) B) and E)
G) None of the above

Question 15

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Co. encouraging the responsible use of alcohol, are __________ advertisements.

Accepted Answer

A)  advocacy
B)  pioneering
C)  competitive
D)  reminder
E)  politicalF) C) and D)
G) C) and E)

Question 16

Because of consumer "banner blindness," the current click-through rate is __________ percent.

Accepted Answer

A)  0.01
B)  0.1
C)  1
D)  5
E)  10F) All of the above
G) B) and D)

Question 17

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

Accepted Answer

A)  infomercial
B)  news release
C)  news conference
D)  news flash
E)  news huddleF) C) and D)
G) B) and E)

Question 18

Google developed __________, two business practice tools, to: (1)  help advertisers create ads and (2)  help content providers generate advertising revenue.

Accepted Answer

A)  AdWords and AdSense
B)  AdPage and AdSense
C)  AdLeaf and AdCall
D)  AdFolio and AdSummon
E)  AdRank and AdTagF) B) and C)
G) B) and D)

Question 19

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)  premium
B)  sweepstakes
C)  contest
D)  deal
E)  end-run sampleF) A) and C)
G) B) and C)

Question 20

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

Accepted Answer

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

Exam 18: Advertising Sales Promotion and Public Relations

The objective of __________ is to inform a newspaper, radio station, or other media of an idea for a story.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

Correct AnswerverifiedShow Answer

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Co. encouraging the responsible use of alcohol, are __________ advertisements.

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms 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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?

Correct AnswerverifiedShow Answer

Some studies estimate that __________ percent of a consumer's buying decisions are made in the store.

Correct AnswerverifiedShow Answer

An in-house agency

Correct AnswerverifiedShow Answer

Because of consumer "banner blindness," the current click-through rate is __________ percent.

Correct AnswerverifiedShow Answer

A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Correct AnswerverifiedShow Answer

"Inspired by Threads-A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct AnswerverifiedShow Answer

All of the following statements are true about the changing aspects of television as an advertising medium except

Correct AnswerverifiedShow Answer

A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

Google developed __________, two business practice tools, to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.

Correct AnswerverifiedShow Answer

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Correct AnswerverifiedShow Answer

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct AnswerverifiedShow Answer

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