Question 1

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 E)
G) B) and E)

Question 2

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 B)
G) C) and D)

Question 3

Advertisements that focus on selling a product or service and which can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Accepted Answer

A)  product advertisements.
B)  service advertisements.
C)  persuasive advertisements.
D)  institutional advertisements.
E)  cooperative advertisements.F) All of the above
G) C) and D)

Question 4

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 __________.

Accepted Answer

A)  click hamming
B)  click spam
C)  click botting
D)  webtipping
E)  webcrawlingF) B) and C)
G) All of the above

Question 5

The kind of 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 __________ advertisements.

Accepted Answer

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

Question 6

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

A)  pioneering
B)  competitive
C)  reminder
D)  comparative
E)  advocacyF) A) and D)
G) B) and E)

Question 7

Another name for pioneering advertising is __________ advertising.

Accepted Answer

A)  differentiation
B)  persuasive
C)  prospecting
D)  awareness
E)  informationalF) A) and B)
G) All of the above

Question 8

A Taste 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?

Accepted Answer

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 concertsF) A) and B)
G) B) and C)

Question 9

What are the steps to develop an advertising program?

Accepted Answer

The steps include: (1)identify the targe...

Question 10

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards offer apply opportunity 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.F) A) and B)
G) A) and C)

Question 11

A recent study found that __________ of U.S.residents can be reached daily through outdoor advertising

Accepted Answer

A)  10 percent
B)  25 percent
C)  40 percent
D)  60 percent
E)  80 percentF) C) and D)
G) A) and E)

Question 12

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

Accepted Answer

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

Question 13

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Accepted Answer

A)  Second
B)  Satisfying customers
C)  Making money
D)  Beating Apple
E)  GreatF) C) and D)
G) B) and E)

Question 14

What type of product advertisement is the Red Bull ad above?

Accepted Answer

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

Question 15

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Accepted Answer

A)  organizational allowance
B)  merchandise allowance
C)  case allowance
D)  finance allowance
E)  manufacturer's inducementF) A) and E)
G) A) and D)

Question 16

All of the following are examples of posttests EXCEPT:

Accepted Answer

A)  inquiry test
B)  sales test
C)  attitude test
D)  unaided recall test
E)  jury testF) A) and E)
G) C) and E)

Question 17

One disadvantage of using newspapers as an advertising medium is their __________.

Accepted Answer

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 processF) C) and E)
G) B) and E)

Question 18

The Valassis-Nutella sales promotion image above was part of a sales promotion campaign recently conducted by Valassis on behalf of its client Nutella.Valassis is one of the largest full-service marketing service firms in the U.S.Valassis uses free-standing inserts (FSIs) as a key sales promotion tactic.An FSI is a full-color booklet consisting of several pages of advertisements,coupons,and other promotional offers for a product that is inserted within the Sunday newspaper.Valassis created and managed the Nutella® promotion to reach its target market to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that has been imported into the U.S.from Italy.The Valassis polybag contained a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure that were delivered to consumers' doors.What type of sales promotion has just been described?

Accepted Answer

A)  product placement
B)  sample
C)  premium
D)  sweepstakes
E)  dealF) B) and D)
G) None of the above

Question 19

The Dial Soap ad shown above is an example of which type of advertising?

Accepted Answer

A)  fear appeal
B)  competitive
C)  pioneering
D)  institutional
E)  reinforcementF) B) and D)
G) C) and E)

Question 20

One advantage of using newspapers as an advertising medium is

Accepted Answer

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

Exam 18: Advertising, Sales Promotion, and Public Relations

A Taste 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?

Correct Answer
verified

Advertisements that focus on selling a product or service and which can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct Answer
verified

What type of product advertisement is the Red Bull ad above?

Correct Answer
verified

Another name for pioneering advertising is __________ advertising.

Correct Answer
verified

What are the steps to develop an advertising program?

Correct Answer
verified
The steps include: (1)identify the targe...
View Answer

The kind of 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 __________ advertisements.

Correct Answer
verified

All of the following are examples of posttests EXCEPT:

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is their __________.

Correct Answer
verified

A recent study found that __________ of U.S.residents can be reached daily through outdoor advertising

Correct Answer
verified

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 __________.

Correct Answer
verified

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Correct Answer
verified

Correct Answer
verified

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

Correct Answer
verified

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct Answer
verified

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct Answer
verified

The Dial Soap ad shown above is an example of which type of advertising?

Correct Answer
verified

One advantage of using newspapers as an advertising medium is

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

A reminder ad

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

A Taste 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?

Correct AnswerverifiedShow Answer

Advertisements that focus on selling a product or service and which can take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct AnswerverifiedShow Answer

What type of product advertisement is the Red Bull ad above?

Correct AnswerverifiedShow Answer

Another name for pioneering advertising is __________ advertising.

Correct AnswerverifiedShow Answer

What are the steps to develop an advertising program?

Correct AnswerverifiedThe steps include: (1)identify the targe...View AnswerShow Answer

The kind of 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 __________ advertisements.

Correct AnswerverifiedShow Answer

All of the following are examples of posttests EXCEPT:

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is their __________.

Correct AnswerverifiedShow Answer

A recent study found that __________ of U.S.residents can be reached daily through outdoor advertising

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The company's own advertising staff,which may provide full services or a limited range of services,is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states,"__________ just isn't good enough."

Correct AnswerverifiedShow Answer

The Dial Soap ad shown above is an example of which type of advertising?

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

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

A reminder ad

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The steps include: (1)identify the targe...
View 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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified