Question 1

Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they switched their service during a seven-week period.

Accepted Answer

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

Question 2

The key objective of a pioneering ad is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  show one brand's strengths relative to those of competitors.
C)  inform the target market.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.F) B) and E)
G) B) and D)

Question 3

Product advertisements refer to advertisements that focus on

Accepted Answer

A)  a product class rather than on an individual brand.
B)  building goodwill or an image for an organization.
C)  counteracting negative opinions.
D)  selling a product or service.
E)  clarifying misconceptions.F) A) and D)
G) A) and C)

Question 4

-According to Figure 15-1 above, which of the following media alternatives has the LARGEST amount of advertising expenditures?

Accepted Answer

A)  newspapers
B)  television
C)  direct mail
D)  Internet
E)  magazinesF) None of the above
G) D) and E)

Question 5

The next big change coming to television advertising will most likely be

Accepted Answer

A)  OTV or online TV.
B)  digital video recorders (DVRs) .
C)  16 K Ultra HD satellite TV.
D)  90-second commercials.
E)  iPad remote controls.F) B) and C)
G) D) and E)

Question 6

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)  it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
C)  the effectiveness of online advertising is still uncertain.
D)  it often creates more traffic than a firm can actually handle.
E)  pay-per-click search ads on Google are expensive and ineffectiveF) A) and D)
G) A) and E)

Question 7

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

A)  Institutional
B)  Reminder
C)  Competitive
D)  Pioneering
E)  ObjectiveF) B) and D)
G) A) and B)

Question 8

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November sweeps period. What would be the movie's rating?

Accepted Answer

A)  10
B)  20
C)  30
D)  40
E)  50F) C) and E)
G) A) and C)

Question 9

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Accepted Answer

A)  advertising
B)  sales promotion
C)  banking
D)  publishing
E)  storeF) All of the above
G) B) and C)

Question 10

Pretests refer to

Accepted Answer

A)  tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B)  tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C)  tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D)  tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select between alternative versions of the advertisement.
E)  sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.F) C) and D)
G) A) and B)

Question 11

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

A)  The growth in mass transit is declining in major cities.
B)  In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
C)  Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D)  Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E)  Transit advertising is a form of indoor advertising in stadiums, buses, etc.F) C) and E)
G) A) and E)

Question 12

The Beef Council promotes a series of ads in which the tag line is "Beef - it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n)  __________.

Accepted Answer

A)  reminder institutional ad
B)  pioneering institutional ad
C)  product institutional ad
D)  competitive institutional ad
E)  advocacy adF) C) and D)
G) A) and D)

Question 13

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Accepted Answer

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

Question 14

A reinforcement 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) A) and D)

Question 15

-The Starch test uses aided recall to determine the percentage of those who: (1)  remember seeing a specific magazine ad; (2)  saw or read any part of the ad identifying the product or brand (seen-associated) ; (3)  __________; and (4)  who read at least half of the ad.

Accepted Answer

A)  who felt the ad was vague or ambiguous
B)  who felt elements of the ad were inappropriate
C)  who read any part of the ad's copy
D)  who could summarize the key ad points in their own words
E)  who remembered having seen the ad before and had already tried the productF) A) and C)
G) C) and D)

Question 16

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service. The ad informs its target market about what the service is and what it can do, making it an example of a(n)  __________ advertisement.

Accepted Answer

A)  reminder product
B)  reminder institutional
C)  competitive product
D)  informational institutional
E)  pioneering productF) C) and D)
G) C) and E)

Question 17

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________."

Accepted Answer

A)  last
B)  perfect
C)  slow
D)  accurate
E)  pretty fastF) A) and E)
G) C) and E)

Question 18

The transit authority in 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 advertisingF) A) and B)
G) B) and C)

Question 19

Publicity tools refer to

Accepted Answer

A)  methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.
B)  methods used to get a nonpersonal, directly paid presentation of a company or its products.
C)  short-term inducements of value offered to arouse interest in buying a product or service.
D)  methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
E)  free space or time donated by the media.F) A) and E)
G) A) and C)

Question 20

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Accepted Answer

Advertising programs can range from comp...

Exam 15: Advertising, Sales Promotion, and Public Relations

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

Correct AnswerverifiedShow Answer

-The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated) ; (3) __________; and (4) who read at least half of the ad.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

Correct AnswerverifiedShow Answer

Which of the following statements regarding transit advertising is most accurate?

Correct AnswerverifiedShow Answer

One disadvantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

The Beef Council promotes a series of ads in which the tag line is "Beef - it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) __________.

Correct AnswerverifiedShow Answer

Product advertisements refer to advertisements that focus on

Correct AnswerverifiedShow Answer

-According to Figure 15-1 above, which of the following media alternatives has the LARGEST amount of advertising expenditures?

Correct AnswerverifiedShow Answer

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November sweeps period. What would be the movie's rating?

Correct AnswerverifiedShow Answer

Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they switched their service during a seven-week period.

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service. The ad informs its target market about what the service is and what it can do, making it an example of a(n) __________ advertisement.

Correct AnswerverifiedShow Answer

The next big change coming to television advertising will most likely be

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________."

Correct AnswerverifiedShow Answer

A reinforcement ad

Correct AnswerverifiedShow Answer

Publicity tools refer to

Correct AnswerverifiedShow Answer

Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Correct AnswerverifiedAdvertising programs can range from comp...View AnswerShow Answer

Pretests refer to

Correct AnswerverifiedShow Answer

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Correct AnswerverifiedShow Answer

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Advertising programs can range from comp...
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