Question 1

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously un-purchased media space,or providing Internet services are referred to as __________.

Accepted Answer

A)  full-service agencies
B)  in-house agencies
C)  modified-service agencies
D)  promotional firms
E)  limited-service agenciesF) C) and D)
G) A) and B)

Question 2

The next big change coming to television is

Accepted Answer

A)  OTV or online TV.
B)  digital video recorders (DVRs) .
C)  more cable programming.
D)  90-second commercials.
E)  flat screens.F) A) and B)
G) A) and C)

Question 3

Bernina,a sewing machine manufacturer,has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ to measure the effectiveness of its ads.

Accepted Answer

A)  sweepstakes
B)  lottery
C)  contest
D)  premium
E)  dealF) C) and E)
G) None of the above

Question 4

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

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

Question 5

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) B) and D)
G) A) and C)

Question 6

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Accepted Answer

A)  co-branding.
B)  a finance allowance.
C)  cooperative advertising.
D)  a merchandise allowance.
E)  specialty advertising.F) A) and C)
G) C) and D)

Question 7

A pioneering (or informational) 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) B) and C)

Question 8

All of the following add to the costs of coupons EXCEPT:

Accepted Answer

A)  misredemption.
B)  redemption.
C)  customer handling.
D)  clearinghouse costs.
E)  the advertisement to deliver it.F) All of the above
G) C) and E)

Question 9

One disadvantage of using the yellow pages as an advertising medium is

Accepted Answer

A)  there is no similar competition.
B)  they are difficult to keep up to date.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) A) and C)
G) C) and D)

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) C) and D)

Question 11

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Accepted Answer

A)  continuous schedule.
B)  flighting schedule.
C)  pulse schedule.
D)  phased schedule.
E)  unceasing schedule.F) A) and B)
G) C) and D)

Question 12

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) C) and D)
G) B) and E)

Question 13

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Question 14

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 15

The purpose of reminder institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a company is,what it can do,and where it is located.
C)  state the position of a company on an issue.
D)  bring the company's name to the attention of the target market again.
E)  promote the advantages of one product class over another.F) C) and D)
G) D) and E)

Question 16

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

A)  pioneering institutional advertisement
B)  competitive institutional advertisement
C)  advocacy institutional advertisement
D)  reminder institutional advertisement
E)  subliminal institutional advertisementF) C) and D)
G) A) and B)

Question 17

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

A)  reach.
B)  frequency.
C)  costs.
D)  ratings.
E)  cost per share point.F) C) and E)
G) B) and E)

Question 18

Starch Test Image
-The Starch test uses aided recall to determine the percentage of those who: (1) __________,(2) saw or read any part of the ad identifying the product or brand,(3) read any part of the ad's copy,and (4) read at least half of the ad.

Accepted Answer

A)  felt the ad was vague or ambiguous
B)  felt elements of the ad were inappropriate
C)  could summarize the key ad points in their own words
D)  remember seeing a specific magazine ad
E)  remembered having seen the ad before and had already tried the productF) A) and B)
G) None of the above

Question 19

A limited-service agency refers to

Accepted Answer

A)  an advertising agency that not only provides a complete range of services,including market research,media selection,copy development,artwork,and production,it has input into actual product design.
B)  an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C)  an advertising agency that provides the most complete range of services,including market research,media selection,copy development,artwork,and production.
D)  firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E)  one that sets a firm's advertising objectives,designs the market research,recommends media selection,suggests copy development and artwork,and then allows the firm to implement the recommendations to save the firm money.F) C) and D)
G) B) and E)

Question 20

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  maturity
D)  growth
E)  declineF) A) and B)
G) A) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

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 AnswerverifiedShow Answer

The next big change coming to television is

Correct AnswerverifiedShow Answer

While reading the newspaper,Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Correct AnswerverifiedShow Answer

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Correct AnswerverifiedShow Answer

A limited-service agency refers to

Correct AnswerverifiedShow Answer

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Bernina,a sewing machine manufacturer,has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine.No purchase is necessary.Bernina is using a __________ to measure the effectiveness of its ads.

Correct AnswerverifiedShow Answer

All of the following add to the costs of coupons EXCEPT:

Correct AnswerverifiedShow Answer

Starch Test Image -The Starch test uses aided recall to determine the percentage of those who: (1) __________,(2) saw or read any part of the ad identifying the product or brand,(3) read any part of the ad's copy,and (4) read at least half of the ad.

Correct AnswerverifiedShow Answer

A pioneering (or informational) ad

Correct AnswerverifiedShow Answer

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

News conferences would most likely be used during which stage of a product's life cycle?

Correct AnswerverifiedShow Answer

__________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously un-purchased media space,or providing Internet services are referred to as __________.

Correct AnswerverifiedShow Answer

The purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

A new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

One disadvantage of using the yellow pages as an advertising medium is

Correct AnswerverifiedShow Answer

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Coupons are sales promotions that offer ...
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The best type of sales promotion is to u...
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