Question 1

One advantage of using newspapers as an advertising medium is

Accepted Answer

A)  their long life span.
B)  their excellent use of color graphics.
C)  ads can be saved.
D)  quick consumer response.
E)  limited distraction from other features.F) A) and B)
G) C) and D)

Question 2

High-quality TV commercials typically cost about $361,000 to produce a __________ ad.

Accepted Answer

A)  30-second
B)  45-second
C)  60-second
D)  90-second
E)  120-secondF) C) and D)
G) A) and E)

Question 3

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

Accepted Answer

A)  differentiation
B)  persuasive
C)  philanthropic
D)  informational
E)  pioneeringF) A) and E)
G) A) and B)

Question 4

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm which evaluates the entire link structure of the Web and uses the link structure to determine which pages are most important.

Accepted Answer

A)  PageLeaf
B)  PageRank
C)  PageFolio
D)  PageCall
E)  PageTagF) B) and D)
G) A) and E) B

Question 5

A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements.In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement.Sylvania was using __________ in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

Accepted Answer

A)  strategic promotional implementation
B)  manufacturer incentive advertising
C)  cooperative advertising
D)  distributor kickbacks
E)  pre-paid publicityF) A) and D)
G) All of the above

Question 6

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads.
B)  Comparative advertisements attract less consumer attention in the advertiser's brand.
C)  Comparative advertisements need market research to provide legal support for their claims.
D)  Comparative advertisements have been banned by the Federal Trade Commission.
E)  Comparative advertisements can, and often, do more harm than good.F) A) and E)
G) A) and D)

Question 7

Geico ads which feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  humor
D)  advocacy
E)  cognitiveF) A) and E)
G) A) and D)

Question 8

The key objective of competitive advertising is to

Accepted Answer

A)  tell people what a product is, what it can do, and where it can be found.
B)  show one brand's strengths relative to those of competitors.
C)  reinforce previous knowledge of a product.
D)  promote the advantages of one product class over another.
E)  persuade the target market to select the firm's brand rather than that of a competitor.F) A) and E)
G) A) and D)

Question 9

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

Accepted Answer

A)  reinforcement
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) C) and D)
G) A) and C)

Question 10

The consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as _________.

Accepted Answer

A)  parasitic branding
B)  subliminal direction
C)  sub rosa advertising
D)  product placements
E)  product continuityF) A) and D)
G) A) and E)

Question 11

To help advertisers place ads on their search-engine results, Google developed an online tool called __________.

Accepted Answer

A)  AdPage
B)  AdLeaf
C)  AdRank
D)  AdWords
E)  AdRank.F) D) and E)
G) C) and D)

Question 12

FIGURE 16-7 
-The Starch test in Figure 16-7 above, uses a(n)  __________ to determine the percentage of those who remember seeing a specific magazine ad (noted) , the number who saw or read any part of the ad identifying the product or brand (seen-associated) , the number who read any part of the ad's copy (read some) , and the number who read at least half of the ad (read most) .

Accepted Answer

A)  attitude test
B)  aided recall test
C)  prompted response test
D)  inquiry test
E)  concept testF) B) and C)
G) None of the above

Question 13

Google purchased _________, an advertising exchange where Web sites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

A)  DoubleConnect
B)  DoubleClick
C)  DoubleSnap
D)  DoubleDay
E)  DoubleHitF) C) and D)
G) B) and D)

Question 14

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states, "You don't need to __________ to need an answer."

Accepted Answer

A)  be an Einstein
B)  be a dunce
C)  be taking this test
D)  be at your desk
E)  be at your computerF) D) and E)
G) A) and B) D

Question 15

The primary purpose of a competitive advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people 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)  promote the advantages of one product class over another.F) B) and D)
G) C) and D)

Question 16

Product advertisements focus on selling _________.

Accepted Answer

A)  security or a sense of well-being
B)  an idea or concept
C)  and emotion or feeling
D)  an industrial good
E)  a good or serviceF) A) and D)
G) A) and C)

Question 17

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Valentine's Day." What type of ad is this?

Accepted Answer

A)  parity
B)  direct sales
C)  pioneering
D)  comparative
E)  reminderF) B) and C)
G) A) and E) E

Question 18

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)  an inability to cover local markets.
B)  readers damage the paper when clipping coupons.
C)  newspapers have short life span.
D)  newspaper ads have high costs.
E)  newspapers employ excellent use of color graphics.F) B) and E)
G) None of the above

Question 19

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

Accepted Answer

A)  advertising
B)  publicity
C)  personal selling
D)  sales promotion
E)  direct marketingF) None of the above
G) B) and D)

Question 20

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of _________.

Accepted Answer

A)  place-based media
B)  invasive placements
C)  social advertising
D)  advocacy advertising
E)  cooperative advertisingF) B) and C)
G) B) and D)

Exam 16: Advertising, Sales Promotion, and Public Relations

One advantage of using newspapers as an advertising medium is

Correct Answer
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High-quality TV commercials typically cost about $361,000 to produce a __________ ad.

Correct Answer
verified

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

Correct Answer
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Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm which evaluates the entire link structure of the Web and uses the link structure to determine which pages are most important.

Correct Answer
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B

Correct Answer
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Which of the following statements about comparative advertising is true?

Correct Answer
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Geico ads which feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?

Correct Answer
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The key objective of competitive advertising is to

Correct Answer
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An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

Correct Answer
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The consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as _________.

Correct Answer
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To help advertisers place ads on their search-engine results, Google developed an online tool called __________.

Correct Answer
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Correct Answer
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Google purchased _________, an advertising exchange where Web sites put space up for auction and ad agencies bid to place ads for their clients.

Correct Answer
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Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states, "You don't need to __________ to need an answer."

Correct Answer
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D

The primary purpose of a competitive advertisement is to

Correct Answer
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Product advertisements focus on selling _________.

Correct Answer
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An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Valentine's Day." What type of ad is this?

Correct Answer
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E

One disadvantage of using newspapers as an advertising medium is

Correct Answer
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Correct Answer
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Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of _________.

Correct Answer
verified

Exam 16: Advertising, Sales Promotion, and Public Relations

One advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

High-quality TV commercials typically cost about $361,000 to produce a __________ ad.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Several improvements in technology and business practice tools contributed to Google's success.Google developed its patented __________ algorithm which evaluates the entire link structure of the Web and uses the link structure to determine which pages are most important.

Correct AnswerverifiedB

Correct AnswerverifiedShow Answer

Which of the following statements about comparative advertising is true?

Correct AnswerverifiedShow Answer

Geico ads which feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?

Correct AnswerverifiedShow Answer

The key objective of competitive advertising is to

Correct AnswerverifiedShow Answer

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

Correct AnswerverifiedShow Answer

The consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as _________.

Correct AnswerverifiedShow Answer

To help advertisers place ads on their search-engine results, Google developed an online tool called __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Google purchased _________, an advertising exchange where Web sites put space up for auction and ad agencies bid to place ads for their clients.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 5 states, "You don't need to __________ to need an answer."

Correct AnswerverifiedD

The primary purpose of a competitive advertisement is to

Correct AnswerverifiedShow Answer

Product advertisements focus on selling _________.

Correct AnswerverifiedShow Answer

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Valentine's Day." What type of ad is this?

Correct AnswerverifiedE

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of _________.

Correct AnswerverifiedShow Answer

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B

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D

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E

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