Question 1

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Accepted Answer

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

Question 2

The three primary types of product advertisement are pioneering,competitive,and __________.

Accepted Answer

A)  informational
B)  industrial
C)  reminder
D)  persuasive
E)  subliminalF) All of the above
G) B) and C)

Question 3

In television or radio advertising,a rating refers to

Accepted Answer

A)  the number of different people or households exposed to an advertisement.
B)  the average number of times a person in the target audience is exposed to a message or advertisement.
C)  the percentage of households in a market that are tuned to a particular television or radio station.
D)  a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.
E)  the percentage points of market share a firm garners for its advertisements relative to its competitors.F) C) and E)
G) All of the above

Question 4

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand (trial) for its lima beans.

Accepted Answer

A)  coupon
B)  rebate
C)  sample
D)  deal
E)  premiumF) A) and D)
G) A) and C)

Question 5

promotion to reach its target market to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that has been imported into the U.S.from Italy.The Valassis polybag contained a 20-gram  Coppetta  packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure that were delivered to consumers' doors.What type of sales promotion has just been described? A) product placement B) sample C) premium D) sweepstakes E) deal" class="answers-bank-image d-inline" rel="preload" > Valassis-Nutella Sales Promotion Image
-The Valassis-Nutella sales promotion image above was part of a sales promotion campaign recently conducted by Valassis on behalf of its client Nutella.Valassis is one of the largest full-service marketing service firms in the U.S.Valassis uses free-standing inserts (FSIs) as a key sales promotion tactic.An FSI is a full-color booklet consisting of several pages of advertisements,coupons,and other promotional offers for a product that is inserted within the Sunday newspaper.Valassis created and managed the Nutella promotion to reach its target market to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that has been imported into the U.S.from Italy.The Valassis polybag contained a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure that were delivered to consumers' doors.What type of sales promotion has just been described?

Accepted Answer

A)  product placement
B)  sample
C)  premium
D)  sweepstakes
E)  dealF) C) and D)
G) B) and D)

Question 6

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Accepted Answer

A)  competitive product
B)  product advocacy
C)  competitive institutional
D)  pioneering product
E)  pioneering institutionalF) A) and E)
G) All of the above

Question 7

Advertisers are excited about online TV because

Accepted Answer

A)  ads look better on computer screens.
B)  it will offer target audiences who are engaged.
C)  there will be more advertising space available.
D)  its uses new technology.
E)  measuring effectiveness will be easier.F) A) and B)
G) A) and C)

Question 8

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

Accepted Answer

A)  level
B)  floor
C)  ceiling
D)  ground
E)  hedgeF) B) and C)
G) C) and E)

Question 9

All of the following statements are true about magazines EXCEPT:

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 iPads and other tablet devices and smartphones.
E)  Time magazine publishes both geographic and demographic editions in the U.S.F) A) and E)
G) A) and D)

Question 10

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

Accepted Answer

A)  differentiation
B)  pioneering
C)  persuasive
D)  philanthropic
E)  informationalF) A) and E)
G) D) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

Advertisers are excited about online TV because

Correct Answer
verified

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand (trial) for its lima beans.

Correct Answer
verified

In television or radio advertising,a rating refers to

Correct Answer
verified

The three primary types of product advertisement are pioneering,competitive,and __________.

Correct Answer
verified

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Correct Answer
verified

All of the following statements are true about magazines EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Correct Answer
verified

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Advertisers are excited about online TV because

Correct AnswerverifiedShow Answer

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birdseye lima beans." Birdseye is using a __________ to stimulate demand (trial) for its lima beans.

Correct AnswerverifiedShow Answer

In television or radio advertising,a rating refers to

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are pioneering,competitive,and __________.

Correct AnswerverifiedShow Answer

The kind of advertisements that state the position of a company on an issue,such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol,are __________ advertisements.

Correct AnswerverifiedShow Answer

All of the following statements are true about magazines EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

Correct AnswerverifiedShow Answer

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse,which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified