Question 1

A pioneering advertisement should

Accepted Answer

A)   tell people what the company values are, and share its successes and advancements.
B)   inform the target market about what a product is, what it can do, and where it can be found.
C)   show one brand's strengths relative to those of competitors.
D)   reinforce previous knowledge of a product.
E)   build goodwill or an image for an organization rather than promote a specific product or service.F) B) and D)
G) C) and D) B

Question 2

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

A)   generate support for nonprofit organizations
B)   increase frequency of purchase of new products
C)   tout the competitive advantages of one industry over another
D)   build goodwill or an image for an organization
E)   promote alternative uses for a product classF) A) and E)
G) B) and E)

Question 3

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 4

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Accepted Answer

A)   premium.
B)   sweepstakes.
C)   deal.
D)   contest.
E)   trade promotion.F) A) and C)
G) All of the above

Question 5

Which of these statements regarding billboards is most accurate?

Accepted Answer

A)   Billboards are a good supplemental reinforcement for well-known products.
B)   Billboards are well-suited for pioneering product advertising.
C)   Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D)   Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)   Billboards are more effective in rural areas than in metropolitan ones.F) A) and D)
G) A) and B)

Question 6

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)   theater test
B)   range test
C)   group test
D)   portfolio test
E)   jury testF) A) and B)
G) A) and E)

Question 7

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Accepted Answer

A)   $53.
B)   $120.
C)   $132.
D)   $165.
E)   $229.F) D) and E)
G) B) and E)

Question 8

The three approaches to setting advertising schedules are

Accepted Answer

A)   flexible, seasonal, and continuous.
B)   spontaneous, continuous, and intermittent.
C)   continuous, flighting, and pulse.
D)   day time, prime time, and off-peak.
E)   sporadic, intermittent, and infrequent.F) A) and D)
G) A) and C)

Question 9

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)   A turnkey agency
B)   A complete spectrum agency
C)   A multi-service agency
D)   An in-house agency
E)   A full-service agencyF) A) and B)
G) None of the above

Question 10

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

A)   contest.
B)   challenge.
C)   competition.
D)   sweepstakes.
E)   public relations campaign.F) B) and D)
G) A) and E)

Question 11

Which of these is an important guideline when using a fear appeal?

Accepted Answer

A)   Ensure the advertisement is still appropriate for viewing by children.
B)   Make the appeal so strong that it appears humorous.
C)   Don't make the appeal so strong that consumers will want to tune out the advertisement.
D)   Avoid any reference to death or dying.
E)   Make sure to emphasize that the outcome rests in the viewers' hands.F) A) and E)
G) A) and B)

Question 12

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

Accepted Answer

A)   has a long exposure time.
B)   cannot target specific audiences.
C)   has a perishable message.
D)   cannot use humor, sound, and intimacy effectively.
E)   is criticized as a traffic hazard.F) None of the above
G) A) and E)

Question 13

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) C) and D)
G) A) and B)

Question 14

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A)   finance allowance.
B)   promotional allowance.
C)   merchandise allowance.
D)   slotting fee.
E)   failure fee.F) D) and E)
G) A) and C)

Question 15

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Accepted Answer

A)   a social media pattern.
B)   competitors' shortcomings.
C)   a "human truth" based on research.
D)   a new mission statement for the client.
E)   brand initiatives that are unique.F) C) and E)
G) B) and E)

Question 16

Which sales promotion tool is the best match for the growth in consumer-generated content?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   contests
E)   dealsF) A) and B)
G) B) and E) D

Question 17

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Accepted Answer

A)   a pioneering
B)   a competitive
C)   a reminder
D)   a political
E)   an advocacyF) D) and E)
G) C) and E) E

Question 18

When people outside the target market for the product see a firm's advertisement, it is referred to as

Accepted Answer

A)   wasted coverage.
B)   media divergence.
C)   dual exposure.
D)   overexposure.
E)   advertising spillover.F) All of the above
G) B) and E)

Question 19

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One)  promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sampleF) A) and B)
G) B) and E)

Question 20

The three primary types of product advertisements are

Accepted Answer

A)   pioneering, institutional, and informational.
B)   humor, sex, and fear.
C)   pioneering, competitive, and reminder.
D)   competitive, subliminal, and institutional.
E)   cognitive, affective, and behavioral.F) D) and E)
G) A) and B)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

A pioneering advertisement should

Correct AnswerverifiedB

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Correct AnswerverifiedShow Answer

What is the difference between a contest and sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Correct AnswerverifiedShow Answer

Which of these statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Correct AnswerverifiedShow Answer

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Correct AnswerverifiedShow Answer

The three approaches to setting advertising schedules are

Correct AnswerverifiedShow Answer

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Correct AnswerverifiedShow Answer

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Correct AnswerverifiedShow Answer

Which of these is an important guideline when using a fear appeal?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

Correct AnswerverifiedShow Answer

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Correct AnswerverifiedShow Answer

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Correct AnswerverifiedShow Answer

Which sales promotion tool is the best match for the growth in consumer-generated content?

Correct AnswerverifiedD

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Correct AnswerverifiedE

When people outside the target market for the product see a firm's advertisement, it is referred to as

Correct AnswerverifiedShow Answer

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

Correct AnswerverifiedShow Answer

The three primary types of product advertisements are

Correct AnswerverifiedShow Answer

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified
A contest requires consumers to apply th...
View 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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified