Question 1

Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity spokespeople because

Accepted Answer

A)  their fees were too high.
B)  they changed their minds about appearing in ads, breaching their contracts.
C)  they received negative public attention.
D)  the image of the firms they represented had changed, becoming inconsistent with their own.
E)  the ads were not effective.F) All of the above
G) A) and B)

Question 2

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.

Accepted Answer

A)  competitive
B)  pioneering
C)  advocacy
D)  reminder
E)  politicalF) A) and B)
G) All of the above B

Question 3

All of the following statements are true about using humorous appeals in advertising except

Accepted Answer

A)  humorous content does not always lead to changes in recall, recognition, or purchase intent.
B)  some studies suggest that humor wears out quickly, losing the interest of consumers.
C)  their effectiveness may vary across cultures if used in a global campaign.
D)  the use of humor is widespread in advertising and can be found in many product categories.
E)  advertisers believe that humor improves the effectiveness of their ads.F) A) and B)
G) D) and E)

Question 4

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

Accepted Answer

A)  public service announcement.
B)  cooperative advertisement.
C)  cause-related publicity tool.
D)  news conference.
E)  news release.F) A) and B)
G) A) and C)

Question 5

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Accepted Answer

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) .F) A) and D)
G) A) and C)

Question 6

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

Accepted Answer

A)  reminder
B)  fear
C)  sex
D)  guilt
E)  self-esteemF) A) and B)
G) A) and C) C

Question 7

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

Accepted Answer

A)  a full-service agency.
B)  an in-house agency.
C)  a modified-service agency.
D)  a promotional firm.
E)  a limited-service agency.F) B) and E)
G) A) and B)

Question 8

Flighting schedules would most likely be used for advertising

Accepted Answer

A)  snowboards.
B)  automobiles.
C)  bottled water.
D)  toothpaste.
E)  bathroom cleaner.F) A) and D)
G) A) and E)

Question 9

All of the following statements are true about newspapers except

Accepted Answer

A)  local retailers often use newspapers as their sole advertising medium.
B)  newspapers are generally limited to ads that call for an immediate customer response.
C)  national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)  a long lead time is needed to place an ad in a local newspaper.
E)  newspapers have excellent GRPs potential.F) A) and B)
G) A) and C)

Question 10

With respect to advertising, CPM is defined as

Accepted Answer

A)  the cost of one medium relative to the costs of other media (e.g., direct mail versus television, radio, or outdoor) , each of which are 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.F) B) and E)
G) A) and B) C

Question 11

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1)  allowances and discounts, (2)  __________, and (3)  training of distributor's sales forces.

Accepted Answer

A)  reminder advertising
B)  cooperative advertising
C)  pioneering advertising
D)  competitive advertising
E)  comparative advertisingF) A) and B)
G) A) and E)

Question 12

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Accepted Answer

A)  be an Einstein
B)  ask a question
C)  be in need
D)  be at your desk
E)  be on your computerF) A) and D)
G) A) and E)

Question 13

One advantage of using magazines as an advertising medium is

Accepted Answer

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.F) C) and D)
G) B) and C)

Question 14

Continuous scheduling would most likely be used for advertising

Accepted Answer

A)  fishing rods.
B)  bathing suits.
C)  gardening supplies.
D)  bathroom cleaning supplies.
E)  children's toys.F) A) and E)
G) B) and C)

Question 15

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

Accepted Answer

A)  co-branding.
B)  a subliminal tie-in.
C)  product placement.
D)  a partnership promotion.
E)  product parallelism.F) All of the above
G) A) and C)

Question 16

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 17

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Accepted Answer

A)  an authoritarian appeal.
B)  a coercive appeal.
C)  a family appeal.
D)  a fear appeal.
E)  a sex appeal.F) A) and E)
G) A) and C)

Question 18

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Accepted Answer

A)  competitive
B)  advocacy
C)  pioneering
D)  reminder
E)  stakeholderF) A) and B)
G) None of the above

Question 19

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Accepted Answer

Fear appeals suggest to the consumer tha...

Question 20

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements now constitute over 90 percent 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.F) B) and E)
G) A) and B)

Exam 18: Advertising Sales Promotion and Public Relations

Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity spokespeople because

Correct Answer
verified

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.

Correct Answer
verified
B

All of the following statements are true about using humorous appeals in advertising except

Correct Answer
verified

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

Correct Answer
verified

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct Answer
verified

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

Correct Answer
verified
C

Correct Answer
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Flighting schedules would most likely be used for advertising

Correct Answer
verified

All of the following statements are true about newspapers except

Correct Answer
verified

With respect to advertising, CPM is defined as

Correct Answer
verified
C

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1) allowances and discounts, (2) __________, and (3) training of distributor's sales forces.

Correct Answer
verified

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Correct Answer
verified

One advantage of using magazines as an advertising medium is

Correct Answer
verified

Continuous scheduling would most likely be used for advertising

Correct Answer
verified

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

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Correct Answer
verified

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Correct Answer
verified

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct Answer
verified
Fear appeals suggest to the consumer tha...
View Answer

Which of the following statements about comparative advertising is most accurate?

Correct Answer
verified

Exam 18: Advertising Sales Promotion and Public Relations

Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity spokespeople because

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedB

All of the following statements are true about using humorous appeals in advertising except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand impressions (CPM) . The CPM is calculated as follows:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

Correct AnswerverifiedShow Answer

Flighting schedules would most likely be used for advertising

Correct AnswerverifiedShow Answer

All of the following statements are true about newspapers except

Correct AnswerverifiedShow Answer

With respect to advertising, CPM is defined as

Correct AnswerverifiedC

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1) allowances and discounts, (2) __________, and (3) training of distributor's sales forces.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

Correct AnswerverifiedShow Answer

One advantage of using magazines as an advertising medium is

Correct AnswerverifiedShow Answer

Continuous scheduling would most likely be used for advertising

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

Correct AnswerverifiedShow Answer

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Correct AnswerverifiedShow Answer

Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Correct AnswerverifiedFear appeals suggest to the consumer tha...View AnswerShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

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B

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C

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C

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Setting schedules requires an understand...
View Answer

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Fear appeals suggest to the consumer tha...
View Answer

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