Question 1

A comparative 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) None of the above

Question 2

Fallon Worldwide kicked off its new Arby's advertising campaign with ________ to increase the legitimacy of the food.

Accepted Answer

A)   detailed nutritional facts for menu items
B)   testimonials from social media influencers
C)   store remodeling specifications
D)   a man in a chef's coat slicing the meats
E)   sourcing information for beef and chicken productsF) B) and E)
G) D) and E)

Question 3

All of these statements are true about magazines except which?

Accepted Answer

A)   The magazine with the highest circulation is AARP The Magazine.
B)   Consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year.
C)   National publications publish regional and even metro editions to reduce wasted coverage.
D)   Most magazines are dropping their print formats to offer only online versions that can be viewed on tablet devices or smartphones.
E)   Time magazine publishes both geographic and demographic editions in the United States.F) B) and D)
G) None of the above

Question 4

The most sophisticated form of pretest is the

Accepted Answer

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

Question 5

One advantage of using the Internet as an advertising medium is that

Accepted Answer

A)   the perishability of the message.
B)   messages are automatically translated saved to a viewer's hard drive.
C)   advertising can link directly back to the advertiser.
D)   there are no real costs except computers used for initial encoding.
E)   uniform reach among all target markets.F) All of the above
G) A) and C)

Question 6

A competitive (or persuasive)  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) B) and D)
G) C) and D)

Question 7

A news conference is

Accepted Answer

A)   an announcement regarding changes in a company or product line.
B)   free space or time in a newspaper or on a broadcast medium.
C)   a publicity tool that utilizes high-visibility individuals in lobbying activities.
D)   a meeting of top news executives to decide advertising policy.
E)   an informational meeting to which representatives of the media are invited.F) A) and E)
G) C) and E)

Question 8

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Accepted Answer

A)   an infomercial
B)   a business bulletin
C)   a news release
D)   a news broadcast
E)   a broadcast summaryF) A) and B)
G) A) and C)

Question 9

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   parallelF) A) and B)
G) None of the above

Question 10

The Starch test is an example of

Accepted Answer

A)   a sales test.
B)   an unaided recall test.
C)   an aided recall test.
D)   an inquiry test.
E)   a concept test.F) A) and C)
G) A) and D)

Question 11

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

Question 12

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

Accepted Answer

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

Question 13

________ have the largest shares of Internet searches and offer opportunities for online advertising.

Accepted Answer

A)   Google and AOL
B)   Google and YouTube
C)   Google and Ask.com
D)   Google and Microsoft
E)   Google and SnapchatF) D) and E)
G) A) and B)

Question 14

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 15

One of the most common measures in advertising is cost per thousand

Accepted Answer

A)   impressions.
B)   occurrences.
C)   incidences.
D)   purchases.
E)   new trials.F) A) and D)
G) C) and E)

Question 16

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of

Accepted Answer

A)   mobile advertising.
B)   place-based billboards.
C)   mobile signage.
D)   transit advertising.
E)   transportation advertising.F) C) and D)
G) A) and E)

Question 17

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

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

Question 18

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) C) and E)

Question 19

For marketers, the primary objective of a point-of-purchase display is to

Accepted Answer

A)   eliminate the need for any special pricing promotion.
B)   retaliate against competitors' actions.
C)   encourage present customers to make recommendations to friends.
D)   build business inventory.
E)   increase product trial and provide in-store support for other promotions.F) A) and B)
G) D) and E)

Question 20

One advantage of using the Internet as an advertising medium is that

Accepted Answer

A)   there is no need to segment markets.
B)   it has video and audio capabilities similar to television.
C)   there are no real costs except computers used for initial encoding.
D)   online ads almost always result in a "click," an action that leads to the purchasing of a product.
E)   there is a long life span for the ads.F) C) and D)
G) A) and B)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

A comparative ad

Correct AnswerverifiedShow Answer

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Correct AnswerverifiedShow Answer

A news conference is

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

One advantage of using the Internet as an advertising medium is that

Correct AnswerverifiedShow Answer

A competitive (or persuasive) ad

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a point-of-purchase display is to

Correct AnswerverifiedShow Answer

Fallon Worldwide kicked off its new Arby's advertising campaign with ________ to increase the legitimacy of the food.

Correct AnswerverifiedShow Answer

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad?

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is that

Correct AnswerverifiedShow Answer

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of

Correct AnswerverifiedShow Answer

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Correct AnswerverifiedShow Answer

With respect to advertising, CPM is defined as

Correct AnswerverifiedShow Answer

All of these statements are true about magazines except which?

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is cost per thousand

Correct AnswerverifiedShow Answer

The Starch test is an example of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

________ have the largest shares of Internet searches and offer opportunities for online advertising.

Correct AnswerverifiedShow Answer

The most sophisticated form of pretest is the

Correct AnswerverifiedShow Answer

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Reach is the number of different people ...
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