Question 1

When Google chose a new model for its advertising, it decided to

Accepted Answer

A)  show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B)  randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.
C)  customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.
D)  create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E)  create an "ad-option" page for consumers to create their own consumer profile, blocking out products and services they don't want and selecting the products and services they do.F) C) and D)
G) A) and B)

Question 2

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Accepted Answer

A)  contest
B)  challenge
C)  competition
D)  sweepstakes
E)  public relations campaignF) B) and C)
G) B) and E)

Question 3

Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together.

Accepted Answer

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

Question 4

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A)  better reach
B)  more effective visuals
C)  ads can be saved by consumers
D)  better segmentation capability
E)  more effective in conveying complex informationF) B) and E)
G) C) and D)

Question 5

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

Accepted Answer

A)  newspapers
B)  radio
C)  magazines
D)  outdoor
E)  televisionF) B) and D)
G) A) and E)

Question 6

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with

Accepted Answer

A)  reach.
B)  frequency.
C)  gross rating points.
D)  cost per thousand.
E)  ratings.F) A) and D)
G) All of the above

Question 7

Reinforcement ads are reminder ads that

Accepted Answer

A)  assure current users they made the correct choice in choosing the product.
B)  reinforce previous knowledge of a product.
C)  repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D)  reaffirm a company's position on an issue of importance or interest.
E)  reassure the company it has made the right choice in advertising the product.F) C) and D)
G) B) and E)

Question 8

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Accepted Answer

A)  $100 million
B)  $255 million
C)  $5 billion
D)  $25 billion
E)  $70 billionF) A) and B)
G) C) and D)

Question 9

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 E)
G) A) and D)

Question 10

While many commercials that use humorous appeals gain the attention of the audience, they

Accepted Answer

A)  may lose their effectiveness in varying degrees across cultures if used in a global campaign.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  are best used over the long term to generate feelings of nostalgia.
E)  don't appeal to the Generation Y cohort.F) A) and D)
G) None of the above

Question 11

In terms of scheduling advertising, buyer turnover refers to

Accepted Answer

A)  the amount of time between repeat purchases for a given product.
B)  how often new buyers enter the market to buy a product.
C)  the amount of time for a buyer to enter and exit a product's life cycle.
D)  how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E)  the ratio of repeat purchases to the number of buyers for an offering.F) A) and B)
G) A) and C)

Question 12

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results)  and consumer purchase tests (measuring retail sales that result from a given advertising campaign)  are examples of

Accepted Answer

A)  aided recall tests.
B)  unaided recall tests.
C)  attitude tests.
D)  sales tests.
E)  inquiry tests.F) B) and E)
G) C) and E)

Question 13

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

Accepted Answer

A)  coupon
B)  deal
C)  sample
D)  premium
E)  product placementF) A) and B)
G) A) and C)

Question 14

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________.

Accepted Answer

A)  deal
B)  rebate
C)  coupon
D)  sample
E)  premiumF) A) and C)
G) All of the above

Question 15

One advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets.
B)  messages are automatically translated into multiple languages.
C)  there are no real costs except computers used for initial encoding.
D)  online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E)  online ads almost always result in a "click," an action that leads to the purchasing of a product.F) None of the above
G) A) and E)

Question 16

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________.

Accepted Answer

A)  advertising
B)  publicity
C)  sales promotion
D)  personal selling
E)  direct marketingF) B) and C)
G) A) and D)

Question 17

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper)  is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper)  is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine)  is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine)  is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad during the most recent Super Bowl (television)  is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the LOWEST CPM?

Accepted Answer

A)  The Wall Street Journal
B)  U.S.A. Today
C)  Bloomberg Businessweek
D)  Sports Illustrated
E)  Super BowlF) A) and D)
G) A) and E)

Question 18

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Accepted Answer

A)  AdPage
B)  AdSense
C)  AdRank
D)  AdWords
E)  AdSnapF) C) and D)
G) B) and E)

Question 19

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

Accepted Answer

A)  the proliferation of directories in many cities.
B)  they have extensive accountability and ROI metrics.
C)  the ads are perishable.
D)  few households with telephones have them.
E)  they have high delivery costs.F) A) and E)
G) B) and E)

Question 20

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A)  flighting schedules
B)  continuous schedules
C)  opportunistic schedules
D)  pulsing schedules
E)  intermittent schedulesF) A) and D)
G) C) and D)

Exam 15: Advertising, Sales Promotion, and Public Relations

Correct Answer
verified

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

Correct Answer
verified

One advantage of using the Internet as an advertising medium is

Correct Answer
verified

Reinforcement ads are reminder ads that

Correct Answer
verified

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

Correct Answer
verified

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

In terms of scheduling advertising, buyer turnover refers to

Correct Answer
verified

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Correct Answer
verified

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

Correct Answer
verified

Some studies show that __________ are superior to other advertising strategies.

Correct Answer
verified

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Correct Answer
verified

Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together.

Correct Answer
verified

When Google chose a new model for its advertising, it decided to

Correct Answer
verified

Correct Answer
verified

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Correct Answer
verified

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________.

Correct Answer
verified

Correct Answer
verified

While many commercials that use humorous appeals gain the attention of the audience, they

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of scheduling advertising, buyer turnover refers to

Correct AnswerverifiedShow Answer

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

Correct AnswerverifiedShow Answer

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

Correct AnswerverifiedShow Answer

Some studies show that __________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

Correct AnswerverifiedShow Answer

Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together.

Correct AnswerverifiedShow Answer

When Google chose a new model for its advertising, it decided to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Correct AnswerverifiedShow Answer

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

While many commercials that use humorous appeals gain the attention of the audience, they

Correct AnswerverifiedShow Answer

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