Question 1

Lance Armstrong and Tiger Woods lost contracts as celebrity spokespeople because they/their

Accepted Answer

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

Question 2

The Bebe ad shown above is an example of which type of appeal?

Accepted Answer

A)  reminder
B)  fear
C)  advocacy
D)  sex
E)  guiltF) A) and B)
G) All of the above

Question 3

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Accepted Answer

A)  transit advertising
B)  mobile advertising
C)  motorized billboards
D)  mobile signage
E)  transportation advertisingF) All of the above
G) A) and B)

Question 4

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Accepted Answer

A)  trade-oriented sales promotions.
B)  consumer-oriented promotions.
C)  reseller-oriented promotions.
D)  wholesaler-oriented promotions.
E)  retailer-oriented promotions.F) A) and D)
G) A) and E)

Question 5

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) A) and B)
G) C) and E)

Question 6

In the traditional advertising model,advertisers were charged using a __________ approach,which charged for the impressions made by an ad.Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

Accepted Answer

A)  cost per thousand occurrences;cost-per-clack
B)  cost per thousand incidences;cost-per-snap
C)  cost per thousand impressions;cost-per-click
D)  cost per thousand recurrences;cost-per-lead
E)  cost per thousand frequencies;cost-per-hitF) None of the above
G) A) and B)

Question 7

Advertisements basically consist of two types: __________ and __________.

Accepted Answer

A)  prepurchase;postpurchase
B)  promotional;reinforcement
C)  promotional;informative
D)  product;service
E)  product;institutionalF) D) and E)
G) A) and C)

Question 8

According to Figure 18-4 above,which firm has a 17.3% share of the Internet search?

Accepted Answer

A)  Ask
B)  AOL
C)  Microsoft
D)  Yahoo!
E)  GoogleF) C) and D)
G) A) and C)

Question 9

There are four commonly used forms of institutional advertising: __________,pioneering,competitive,and reminder.

Accepted Answer

A)  sustainable
B)  persuasive
C)  philanthropic
D)  informational
E)  advocacyF) B) and C)
G) A) and D)

Question 10

Which of the following is a trend that influences newspapers today?

Accepted Answer

A)  There is a growth in online newspapers.
B)  Newspapers are enjoying increasing circulation.
C)  Newspapers are increasing the number of printed pages.
D)  More cities are increasing the number of newspapers that are available.
E)  Cheaper newsstand prices have rekindled an interest in newspapers.F) A) and E)
G) B) and C)

Question 11

One of the most common measures in advertising is

Accepted Answer

A)  Cost per thousand impressions.
B)  Cost per thousand occurrences.
C)  Cost per thousand incidences.
D)  Cost per million impressions
E)  Cost per thousand frequencies.F) D) and E)
G) A) and B)

Question 12

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

Accepted Answer

A)  there is no similar competition.
B)  they are facing increasing public concern about the environmental impact of their paper-based print versions.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) B) and D)
G) A) and D)

Question 13

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Accepted Answer

A)  carry allowance
B)  haulage allowance
C)  finance allowance
D)  case allowance
E)  freight allowanceF) B) and E)
G) C) and D)

Question 14

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Accepted Answer

A)  transportation messages.
B)  public service announcements.
C)  transit advertising.
D)  public advertising.
E)  transport advertising.F) None of the above
G) All of the above

Question 15

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Accepted Answer

A)  posttests
B)  pretests
C)  test screenings
D)  aided recall testing
E)  sales testsF) A) and B)
G) A) and C)

Question 16

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

Question 17

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  the ability to cover national markets.
B)  the short lead time for placing an ad.
C)  excellent color graphics.
D)  minimum distraction from other features.
E)  extended life span.F) C) and E)
G) A) and C)

Question 18

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A)  as a relatively new medium,it has attracted limited use.
B)  online ads don't often result in a "click," an action that leads to seeking more information about or purchasing of a product.
C)  pay-per-click search ads on Google are expensive and ineffective.
D)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E)  it often creates more traffic than a firm can actually handle.F) None of the above
G) A) and C)

Question 19

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Accepted Answer

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

Question 20

Virgin Mobile recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Accepted Answer

A)  premium
B)  deal
C)  coupon
D)  rebate
E)  student incentiveF) A) and E)
G) C) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

There are four commonly used forms of institutional advertising: __________,pioneering,competitive,and reminder.

Correct AnswerverifiedShow Answer

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple,orange,or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of __________.

Correct AnswerverifiedShow Answer

The Bebe ad shown above is an example of which type of appeal?

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Lance Armstrong and Tiger Woods lost contracts as celebrity spokespeople because they/their

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Correct AnswerverifiedShow Answer

According to Figure 18-4 above,which firm has a 17.3% share of the Internet search?

Correct AnswerverifiedShow Answer

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

Correct AnswerverifiedShow Answer

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

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

Sales tools used to support a company's advertising and personal selling directed to wholesalers,distributors,or retailers are referred to as

Correct AnswerverifiedShow Answer

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Correct AnswerverifiedShow Answer

One of the most common measures in advertising is

Correct AnswerverifiedShow Answer

Advertisements basically consist of two types: __________ and __________.

Correct AnswerverifiedShow Answer

Which of the following is a trend that influences newspapers today?

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Virgin Mobile recently offered consumers a __________ of $100 when they purchased a computer and a printer.

Correct AnswerverifiedShow Answer

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Advertisements basically consist of two types: and .

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