Question 1

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)  news release
B)  public trade announcement
C)  lobbying
D)  news conference
E)  event managementF) C) and D)
G) A) and B)

Question 2

One advantage of using a billboard as an advertising medium is that

Accepted Answer

A)  it is environmentally friendly.
B)  it is relatively low-cost.
C)  it has universal appeal.
D)  it is particularly suited to national campaigns.
E)  it is especially suited for pioneering product advertisements.F) C) and E)
G) A) and B)

Question 3

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Accepted Answer

A)  information
B)  competition
C)  opportunity
D)  money to be made
E)  customers to serveF) A) and C)
G) B) and D)

Question 4

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2014, the cost had soared to $4 million for a 30-second spot. The most likely reason for the escalating cost is that

Accepted Answer

A)  the number of TV viewers for the Super Bowl since 1990 has grown substantially.
B)  the ads are much more elaborate and therefore more expensive to produce.
C)  the NFL knows advertisers will pay anything it wants.
D)  the ad agencies have dramatically increased their creative and production fees.
E)  the companies that create Super Bowl ads do not have to run any other ads all year long.F) D) and E)
G) B) and E)

Question 5

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Accepted Answer

A)  one thing
B)  everything
C)  whatever you love
D)  what you are afraid of
E)  your jobF) C) and D)
G) A) and E)

Question 6

One of the disadvantages associated with television as an advertising medium is that it

Accepted Answer

A)  requires a long exposure time.
B)  cannot target specific audiences.
C)  must use print for effect.
D)  is difficult to use it to convey complex messages.
E)  has an unlimited amount of advertising time availableF) C) and D)
G) B) and C)

Question 7

Nontraditional advertising options found in airports, health clubs, and theaters are called place-based media or __________.

Accepted Answer

A)  out-of-home advertising
B)  invasive placements
C)  electronic advertising
D)  product placements
E)  cooperative advertisingF) B) and C)
G) A) and E)

Question 8

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Accepted Answer

A)  pioneering
B)  competitive
C)  reminder
D)  comparative
E)  advocacyF) A) and D)
G) B) and C)

Question 9

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads.

Accepted Answer

A)  competitive institutional
B)  competitive product
C)  advocacy
D)  pioneering product
E)  pioneering institutionalF) A) and D)
G) B) and D)

Question 10

One of the advantages associated with radio as an advertising medium is that it

Accepted Answer

A)  can target specific audiences.
B)  has a long exposure time.
C)  has a perishable message.
D)  has an unlimited amount of advertising time available.
E)  is relatively simple to convey complex messages.F) A) and D)
G) C) and D)

Question 11

Which of the following is an advantage of using magazines as an advertising medium?

Accepted Answer

A)  it takes a relatively short time to place the ad
B)  the cost of placing a magazine ad is extremely low
C)  a magazine ad has a long life
D)  it is easy to translate consumer interests into a successful publication
E)  there is little need or benefit to incorporate four-color graphicsF) B) and C)
G) A) and E)

Question 12

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A)  Comparative advertisements increase the perceived quality of the advertiser's brand.
B)  Comparative advertisements now constitute over 90% of all television ads.
C)  Comparative advertisements attract less consumer attention in the advertiser's brand.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often do, cause more harm than good.F) D) and E)
G) B) and E)

Question 13

During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  cooperative advertisement
E)  charitable advertisementF) C) and D)
G) B) and C)

Question 14

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n)  __________.

Accepted Answer

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

Question 15

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

Accepted Answer

A)  exposure tests
B)  inquiry tests
C)  performance tests
D)  jury tests
E)  comparison testsF) A) and B)
G) C) and D)

Question 16

The objective of a(n)  __________ is to inform a newspaper, radio station, or other medium of an idea for a story.

Accepted Answer

A)  infomercial
B)  news flash
C)  news release
D)  news broadcast
E)  news summaryF) A) and E)
G) B) and C)

Question 17

One advantage of using newspapers as an advertising medium is their

Accepted Answer

A)  ability to cover national markets.
B)  excellent use of color graphics.
C)  quick consumer response.
D)  their relatively low cost.
E)  limited distraction from other features.F) C) and D)
G) B) and D)

Question 18

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

Pretests are conducted before the advert...

Question 19

What is a product placement? Give an example.

Accepted Answer

Product placement involves the growing u...

Question 20

-In the Welch's ad above, Welch's is introducing its new Farmer's Pick juice. What type of product advertisement is this ad?

Accepted Answer

A)  reminder
B)  pioneering
C)  reinforcement
D)  comparative
E)  competitiveF) A) and C)
G) A) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is most accurate?

Correct AnswerverifiedShow Answer

Nontraditional advertising options found in airports, health clubs, and theaters are called place-based media or __________.

Correct AnswerverifiedShow Answer

One advantage of using newspapers as an advertising medium is their

Correct AnswerverifiedShow Answer

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2014, the cost had soared to $4 million for a 30-second spot. The most likely reason for the escalating cost is that

Correct AnswerverifiedShow Answer

The objective of a(n) __________ is to inform a newspaper, radio station, or other medium of an idea for a story.

Correct AnswerverifiedShow Answer

What is a product placement? Give an example.

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Correct AnswerverifiedShow Answer

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

Correct AnswerverifiedPretests are conducted before the advert...View AnswerShow Answer

One of the disadvantages associated with television as an advertising medium is that it

Correct AnswerverifiedShow Answer

One of the advantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time.

Correct AnswerverifiedShow Answer

One advantage of using a billboard as an advertising medium is that

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

Correct AnswerverifiedShow Answer

-In the Welch's ad above, Welch's is introducing its new Farmer's Pick juice. What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________.

Correct AnswerverifiedShow Answer

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads.

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using magazines as an advertising medium?

Correct AnswerverifiedShow Answer

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

Correct AnswerverifiedShow Answer

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Product placement involves the growing u...
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Pretests are conducted before the advert...
View Answer

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