Question 1

The Doritos "Crash the Super Bowl" sales promotion in which people submit a 30-second TV ad that could air during the game and possibly win a $1 million prize is an example of a __________.

Accepted Answer

A)  deal
B)  sweepstakes
C)  contest
D)  sponsor-generated content
E)  loyalty programF) A) and D)
G) B) and C)

Question 2

A pioneering (or informational)  ad

Accepted Answer

A)  reinforces previous knowledge of a product.
B)  assures current users they made the right choice.
C)  promotes a specific brand's features and benefits.
D)  tells people what a product is, what it can do, and where it can be found.
E)  shows one brand's strengths relative to those of competitors.F) A) and B)
G) C) and D)

Question 3

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A)  premiums.
B)  rebates.
C)  deals.
D)  contests.
E)  sweepstakes.F) B) and E)
G) B) and C)

Question 4

Recently, McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal. These collectibles are an example of a __________.

Accepted Answer

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

Question 5

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards offer apply opportunity for lengthy advertising copy.
B)  Billboards are not a good supplemental reinforcement for well-known products.
C)  Billboards are well-suited for pioneering advertising.
D)  Billboard sites depend on traffic patterns and sight lines.
E)  Billboards are often too expensive for small local firms and are better suited for national campaigns.F) A) and C)
G) B) and D)

Question 6

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reinforcementF) A) and B)
G) B) and E)

Question 7

The consumer sales 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(a)  __________.

Accepted Answer

A)  co-branding
B)  subliminal tie-in
C)  product placement
D)  partnership promotion
E)  product parallelismF) A) and C)
G) B) and D)

Question 8

-The Starch test used aided recall to determine the percentage of those (1)  remember seeing a specific magazine ad, (2)  who saw or read any part of the ad identifying the product or brand, (3)  who read any part of the ad's copy, and (4)  __________.

Accepted Answer

A)  who read at least half of the ad
B)  who felt the ad was vague or ambiguous
C)  who felt elements of the ad were inappropriate
D)  who could summarize the key ad points in their own words
E)  who remembered having seen the ad before and had already tried the productF) A) and B)
G) B) and D)

Question 9

A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Accepted Answer

A)  coupon
B)  rebate
C)  sample
D)  deal
E)  premiumF) None of the above
G) A) and D)

Question 10

Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue.

Accepted Answer

A)  30 percent
B)  40 percent
C)  50 percent
D)  60 percent
E)  70 percentF) B) and C)
G) C) and D)

Question 11

Geico ads that feature a talking pig, 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)  sex
E)  cognitiveF) A) and B)
G) A) and C)

Question 12

All of the following are difficulties associated with creating an actual advertising message EXCEPT:

Accepted Answer

A)  compensating actors is very expensive.
B)  shooting commercials in several locations for global campaigns has increased.
C)  replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.
D)  designing quality artwork, layout, and production for advertisements is time consuming.
E)  translating the copywriter's ideas into an actual advertisement is a complex process.F) None of the above
G) B) and D)

Question 13

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of arrangement is popular among __________.

Accepted Answer

A)  full-service agencies
B)  in-house agencies
C)  modified-service agencies
D)  promotional firms
E)  limited-service agenciesF) B) and C)
G) D) and E)

Question 14

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)  their inability to cover local markets.
B)  readers damage the newspaper when clipping its ads.
C)  their short life span.
D)  the high cost of ads.
E)  their quick consumer responseF) C) and E)
G) A) and B)

Question 15

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A)  deals.
B)  rebates.
C)  samples.
D)  premiums
E)  discounts.F) B) and E)
G) A) and E)

Question 16

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, __________, classified, referral, and e-mail.

Accepted Answer

A)  show
B)  track
C)  monitor
D)  explain
E)  displayF) B) and E)
G) C) and D)

Question 17

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

Accepted Answer

A)  do not always lead to changes in consumers' recall, recognition, or purchase intent.
B)  contain no information to help consumers.
C)  do not appeal to either men or women.
D)  wear out quickly, boring the consumer.
E)  don't appeal to the Generation Y cohort.F) A) and D)
G) D) and E)

Question 18

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) C) and D)
G) B) and D)

Question 19

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)  merchandise
D)  ground
E)  hedgeF) None of the above
G) A) and C)

Question 20

All of the following are the most popular premiums EXCEPT:

Accepted Answer

A)  writing instruments.
B)  toys for dogs and cats.
C)  cups and mugs.
D)  desk accessories.
E)  apparel.F) None of the above
G) B) and E)

Exam 15: Advertising, Sales Promotion, and Public Relations

Recently, McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal. These collectibles are an example of a __________.

Correct Answer
verified

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct Answer
verified

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, __________, classified, referral, and e-mail.

Correct Answer
verified

All of the following are difficulties associated with creating an actual advertising message EXCEPT:

Correct Answer
verified

A pioneering (or informational) ad

Correct Answer
verified

-The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy, and (4) __________.

Correct Answer
verified

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

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

The Doritos "Crash the Super Bowl" sales promotion in which people submit a 30-second TV ad that could air during the game and possibly win a $1 million prize is an example of a __________.

Correct Answer
verified

The consumer sales 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(a) __________.

Correct Answer
verified

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

Correct Answer
verified

All of the following are the most popular premiums EXCEPT:

Correct Answer
verified

Which of the following statements regarding billboards is most accurate?

Correct Answer
verified

One disadvantage of using newspapers as an advertising medium is

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

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

Correct Answer
verified

A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Correct Answer
verified

Correct Answer
verified

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Correct Answer
verified

Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue.

Correct Answer
verified

Exam 15: Advertising, Sales Promotion, and Public Relations

Recently, McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal. These collectibles are an example of a __________.

Correct AnswerverifiedShow Answer

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Correct AnswerverifiedShow Answer

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, __________, classified, referral, and e-mail.

Correct AnswerverifiedShow Answer

All of the following are difficulties associated with creating an actual advertising message EXCEPT:

Correct AnswerverifiedShow Answer

A pioneering (or informational) ad

Correct AnswerverifiedShow Answer

-The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy, and (4) __________.

Correct AnswerverifiedShow Answer

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

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

The Doritos "Crash the Super Bowl" sales promotion in which people submit a 30-second TV ad that could air during the game and possibly win a $1 million prize is an example of a __________.

Correct AnswerverifiedShow Answer

The consumer sales 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(a) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are the most popular premiums EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

One disadvantage of using newspapers as an advertising medium is

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

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

Correct AnswerverifiedShow Answer

A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Correct AnswerverifiedShow Answer

Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue.

Correct AnswerverifiedShow Answer

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