Question 1

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?

Accepted Answer

A)  special occasion
B)  subliminal
C)  reminder
D)  pioneering
E)  comparativeF) C) and D)
G) A) and B)

Question 2

What is a product placement? What is a reverse product placement?

Accepted Answer

Product placement involves the growing u...

Question 3

When a company uses a(n) __________,it is using its own advertising staff to provide the advertising services needed by the company.

Accepted Answer

A)  intra-firm agency
B)  promotion department
C)  in-house agency
D)  full-service agency
E)  limited-service agencyF) C) and E)
G) D) and E)

Question 4

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

Accepted Answer

A)  seasonal
B)  automated
C)  interactive
D)  point-of-purchase
E)  product samplingF) B) and D)
G) A) and D)

Question 5

The Starch test shown above is an example of a(n)

Accepted Answer

A)  sales test
B)  unaided recall test
C)  aided recall test
D)  inquiry test
E)  concept testF) A) and D)
G) A) and E)

Question 6

Consumer-oriented sales promotions refer to

Accepted Answer

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.F) C) and E)
G) B) and C)

Question 7

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

A)  a deal
B)  a contest
C)  a premium
D)  a rebate
E)  a sampleF) A) and E)
G) A) and D)

Question 8

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe...

Question 9

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Accepted Answer

A)  lobbying
B)  events management
C)  disclosure statement
D)  news release
E)  public service announcementF) A) and E)
G) D) and E)

Question 10

Which of the following statements about online advertising is MOST ACCURATE?

Accepted Answer

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.F) D) and E)
G) C) and D)

Question 11

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

Accepted Answer

A)  focus groups
B)  portfolio tests
C)  jury tests
D)  theater tests
E)  performance testsF) All of the above
G) A) and C)

Question 12

One advantage of using the Internet as an advertising medium is

Accepted Answer

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)  there are no real costs except computers used for initial encoding.
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.F) A) and B)
G) A) and C)

Question 13

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________.

Accepted Answer

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

Question 14

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 __________.

Accepted Answer

A)  jury testing
B)  tracking tests
C)  exposure testing
D)  posttesting
E)  pretestingF) D) and E)
G) A) and D)

Question 15

The key objective of competitive advertising is to

Accepted Answer

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.F) A) and E)
G) D) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________.

Correct Answer
verified

When a company uses a(n) __________,it is using its own advertising staff to provide the advertising services needed by the company.

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Correct Answer
verified

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Correct Answer
verified

Which of the following statements about online advertising is MOST ACCURATE?

Correct Answer
verified

The Starch test shown above is an example of a(n)

Correct Answer
verified

The key objective of competitive advertising is to

Correct Answer
verified

List and briefly describe the four forms of institutional advertising.

Correct Answer
verified
Institutional advertisements are designe...
View Answer

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

Correct Answer
verified

What is a product placement? What is a reverse product placement?

Correct Answer
verified
Product placement involves the growing u...
View Answer

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?

Correct Answer
verified

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

Correct Answer
verified

Consumer-oriented sales promotions refer to

Correct Answer
verified

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 __________.

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________.

Correct AnswerverifiedShow Answer

When a company uses a(n) __________,it is using its own advertising staff to provide the advertising services needed by the company.

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

During Super Bowl weekend,Pepsi introduces a new brand of soft drink.On that same weekend,Coca-Cola offers a "BOGO" (Buy One,Get One) promotion to make the Pepsi new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Correct AnswerverifiedShow Answer

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Which of the following statements about online advertising is MOST ACCURATE?

Correct AnswerverifiedShow Answer

The Starch test shown above is an example of a(n)

Correct AnswerverifiedShow Answer

The key objective of competitive advertising is to

Correct AnswerverifiedShow Answer

List and briefly describe the four forms of institutional advertising.

Correct AnswerverifiedInstitutional advertisements are designe...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What is a product placement? What is a reverse product placement?

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions refer to

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Institutional advertisements are designe...
View Answer

Correct Answer
verified

Correct Answer
verified
Product placement involves the growing u...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified