Question 1

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)  posttests
E)  pretestsF) A) and D)
G) C) and D)

Question 2

Suppose the following information: The cost of a full page color ad in the U.S.national edition of The Wall Street Journal (newspaper) is $312,283 and its U.S.audience size is 1,566,027.The cost of a full page color ad in the U.S.national edition Sports Illustrated (magazine) is $392,800 and has an audience size of 3,150,000.The cost of a 30-second ad on the most recent Super Bowl (television) is $3,500,000 and has an audience size of 111,300,000.Using this information,which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

Accepted Answer

A)  reach
B)  frequency
C)  CPM
D)  rating
E)  GRPF) B) and D)
G) None of the above

Question 3

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Accepted Answer

A)  $92.3 million
B)  $255.4 million
C)  $5.7 billion
D)  $25.5 billion
E)  $71.9 billionF) D) and E)
G) B) and D)

Question 4

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

Accepted Answer

A)  aided recall
B)  jury tests
C)  tracking testing
D)  performance tests
E)  comparison testsF) C) and D)
G) All of the above

Question 5

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

Accepted Answer

A)  differentiation
B)  philanthropic
C)  pioneering
D)  competitive
E)  informationalF) C) and E)
G) B) and D)

Question 6

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 D)
G) A) and E)

Question 7

Figure 15-A
-According to Figure 15-A above,"B" is the definition for which type of advertising agency?

Accepted Answer

A)  a full-service agency
B)  a limited-service agency
C)  an in-house agency
D)  a multi-media agency
E)  a social media agencyF) A) and E)
G) B) and D)

Question 8

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

A)  snowboards
B)  automobiles
C)  bottled water
D)  toothpaste
E)  bathroom cleanerF) C) and E)
G) B) and E)

Question 9

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

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.F) None of the above
G) A) and E)

Question 10

__________ 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) A) and B)
G) A) and C)

Question 11

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Accepted Answer

A)  competitive
B)  institutional
C)  differentiation
D)  pioneering
E)  reminderF) B) and C)
G) A) and D)

Question 12

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

Accepted Answer

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

Question 13

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?

Accepted Answer

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)  Have a sign that will be placed on the grocer's freezer where the product is offered for sale.
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 give away cooked,bite-sized portions of the snack to shoppers as they pass by.F) A) and E)
G) A) and D)

Question 14

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.

Accepted Answer

A)  lottery
B)  contest
C)  premium
D)  sweepstakes
E)  dealF) A) and E)
G) A) and D)

Question 15

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) None of the above
G) C) and D)

Question 16

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Accepted Answer

A)  steady
B)  flighting
C)  dripping
D)  pulsing
E)  burstF) None of the above
G) A) and B)

Question 17

A reminder ad

Accepted Answer

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.F) A) and C)
G) A) and E)

Question 18

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) None of the above
G) C) and E)

Question 19

The most sophisticated form of pretest is the __________.

Accepted Answer

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

Question 20

A form of click fraud is called "PTR," which is an acronym for

Accepted Answer

A)  Paid-to-Read.
B)  Ping-to-Read.
C)  Profit-to-Read.
D)  Place-to-Read
E)  Priced-to-Read.F) D) and E)
G) A) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

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

Correct Answer
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Figure 15-A -According to Figure 15-A above,"B" is the definition for which type of advertising agency?

Correct Answer
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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

The most sophisticated form of pretest is the __________.

Correct Answer
verified

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Correct Answer
verified

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

Correct Answer
verified

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct Answer
verified

Flighting schedules would most likely be used for advertising __________.

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is

Correct Answer
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A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Correct Answer
verified

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

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A reminder ad

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

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

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

Correct Answer
verified

A form of click fraud is called "PTR," which is an acronym for

Correct Answer
verified

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

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

Correct AnswerverifiedShow Answer

Figure 15-A -According to Figure 15-A above,"B" is the definition for which type of advertising agency?

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

The most sophisticated form of pretest is the __________.

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix,which now accounts for __________ in annual expenditures.

Correct AnswerverifiedShow Answer

__________ 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

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising __________.

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A reminder ad

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

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

A form of click fraud is called "PTR," which is an acronym for

Correct AnswerverifiedShow Answer

There are four commonly used forms of institutional advertising: advocacy,pioneering,__________,and reminder.

Correct AnswerverifiedShow Answer

Correct Answer
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