Question 1

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna) that represents the product in advertisements?

Accepted Answer

A)   Real/animated product symbols
B)   Fantasy
C)   Mood or image
D)   Spokesperson/testimonialE) C) and D)
F) A) and D)

Question 3

Newspapers and magazines have a high noise level.

Accepted Answer

A) True 
 B)False

Question 4

_____ is the ability of an advertising medium to reach a precisely defined market.

Accepted Answer

A)   Audience selectivity
B)   Target sensitivity
C)   Projection efficiency
D)   Target efficiencyE) None of the above
F) All of the above

Question 5

A point-of-purchase (POP)display includes any promotional display set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.

Accepted Answer

A) True 
 B)False

Question 6

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

Accepted Answer

A)   Recency planning
B)   Pulsing media schedule
C)   Flighted media schedule
D)   Continuous media scheduleE) B) and C)
F) A) and B)

Question 7

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

Accepted Answer

A)   advocacy advertising
B)   product advertising
C)   pioneering advertising
D)   competitive advertisingE) B) and D)
F) C) and D)

Question 8

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

Accepted Answer

A)   Slice-of-life
B)   Real product symbol
C)   Scientific
D)   DemonstrationE) All of the above
F) B) and D)

Question 9

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

Accepted Answer

A)   gross ratings
B)   cost per rating
C)   gross review
D)   target ratingsE) B) and D)
F) A) and D)

Question 10

_____ is a form of advertising designed to influence demand for a specific brand.

Accepted Answer

A)   Institutional advertising
B)   Advocacy advertising
C)   Competitive advertising
D)   Pioneering advertisingE) B) and D)
F) All of the above

Question 11

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

Accepted Answer

A)   institutional advertising.
B)   pioneering advertising.
C)   competitive advertising.
D)   comparative advertising.E) A) and D)
F) A) and C)

Question 12

Which of the following best describes a continuous media schedule?

Accepted Answer

A)   One that runs advertising heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
B)   A media schedule that runs regular scheduling throughout the year coupled with a flighted schedule during the best sales periods
C)   One that runs advertising steadily throughout the advertising period and is often used for products in the later stages of the product life cycle
D)   A media schedule that runs advertisementsintensively during times of the year when the product is most likely to be usedE) A) and C)
F) B) and C)

Question 13

Which of the following is NOT an advantage of newspaper as an advertising media?

Accepted Answer

A)   High individual market coverage
B)   Geographic selectivity and flexibility
C)   Short-term advertiser commitments
D)   Wide color capabilitiesE) A) and B)
F) A) and C)

Question 14

Media mix decisions are based on many factors,which include(s) ______.

Accepted Answer

A)   cost per contact,but not cost per click
B)   reach,but not cost per click or cost per contact
C)   cost per contact and cost per click,but not reach
D)   cost per contact,cost per click,and reachE) A) and B)
F) All of the above

Question 15

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

Accepted Answer

A)   advocacy advertising
B)   pioneering advertising
C)   competitive advertising
D)   comparative advertisingE) B) and C)
F) All of the above

Question 16

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

Accepted Answer

A) True 
 B)False

Question 17

Discuss the concept of advergaming and how online games are used for advertising.

Accepted Answer

Answers will vary.A popular Internet adv...

Question 18

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Accepted Answer

A)   advertising.
B)   franchising.
C)   personal selling.
D)   nonstore retailing.E) C) and D)
F) A) and B)

Question 19

Unlike magazine advertising,radio advertising:

Accepted Answer

A)   provides maximum flexibility.
B)   has longer lead time.
C)   poses difficulty in communicating humor.
D)   has long-term advertiser commitments.E) A) and D)
F) B) and C)

Question 20

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

Accepted Answer

A)   Advertising gimmick
B)   Advertising objective
C)   Competitive advertising
D)   Pioneering advertisingE) A) and D)
F) All of the above

Exam 16: Advertising,public Relations,and Sales Promotion

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna) that represents the product in advertisements?

Correct AnswerverifiedShow Answer

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Correct AnswerverifiedShow Answer

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Correct AnswerverifiedShow Answer

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

Correct AnswerverifiedShow Answer

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

Correct AnswerverifiedShow Answer

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

Correct AnswerverifiedShow Answer

Media mix decisions are based on many factors,which include(s) ______.

Correct AnswerverifiedShow Answer

A point-of-purchase (POP)display includes any promotional display set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.

Correct AnswerverifiedShow Answer

Discuss the concept of advergaming and how online games are used for advertising.

Correct AnswerverifiedAnswers will vary.A popular Internet adv...View AnswerShow Answer

_____ is the ability of an advertising medium to reach a precisely defined market.

Correct AnswerverifiedShow Answer

Newspapers and magazines have a high noise level.

Correct AnswerverifiedShow Answer

Unlike magazine advertising,radio advertising:

Correct AnswerverifiedShow Answer

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

Correct AnswerverifiedShow Answer

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

Correct AnswerverifiedShow Answer

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

Correct AnswerverifiedShow Answer

_____ is a form of advertising designed to influence demand for a specific brand.

Correct AnswerverifiedShow Answer

Which of the following best describes a continuous media schedule?

Correct AnswerverifiedShow Answer

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of newspaper as an advertising media?

Correct AnswerverifiedShow Answer

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

Correct AnswerverifiedShow Answer

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Answers will vary.A popular Internet adv...
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