Question 1

advantage of using the Internet as an advertising medium is

Accepted Answer

A)   there is no need to segment markets.
B)   messages are automatically translated into multiple languages.
C)   initial encoding is easily outsourced.
D)   there are a variety of online advertising options.
E)   online ads almost always result in a "click," an action that leads to the purchasing of a product.F) A) and E)
G) B) and C)

Question 2

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

Accepted Answer

A)   click hamming
B)   click banging
C)   clickbotting
D)   webtipping
E)   webcrawlingF) All of the above
G) A) and B)

Question 3

and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

The three types of pretests are portfoli...

Question 4

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Accepted Answer

A)   transportation messages.
B)   public service announcements.
C)   transit advertising.
D)   public advertising.
E)   transport advertising.F) A) and B)
G) C) and E)

Question 5

Google's first search engine was called "__________."

Accepted Answer

A)   Pack rat
B)   Back-Rub
C)   Rub-down
D)   Black eye
E)   elgoogF) B) and E)
G) A) and C)

Question 6

Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   institutional
E)   differentiationF) A) and E)
G) A) and C)

Question 7

Starch Test Image
-Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Accepted Answer

A)   attitude test
B)   prompted response test
C)   inquiry test
D)   concept test
E)   aided recall testF) C) and D)
G) A) and E)

Question 8

new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to p...

Question 9

Pepsi's Super Bowl ads generated a __________ increase in its Facebook "likes."

Accepted Answer

A)   7%
B)   37%
C)   67%
D)   97%
E)   100%F) C) and D)
G) All of the above

Question 10

Starch Test Image
-Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy,and (4) read at least half of the ad.

Accepted Answer

A)   felt the ad was vague or ambiguous
B)   felt elements of the ad were inappropriate
C)   could summarize the key ad points in their own words
D)   remember seeing a specific magazine ad
E)   remembered having seen the ad before and had already tried the productF) B) and E)
G) A) and E)

Question 11

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)   ask a question
C)   be in need
D)   be at your desk
E)   be at your computerF) A) and B)
G) C) and E)

Question 12

advantage of using newspapers as an advertising medium is

Accepted Answer

A)   the ability to cover national markets.
B)   the short lead time for placing an ad.
C)   excellent color graphics.
D)   minimum distraction from other features.
E)   the extended life span.F) D) and E)
G) None of the above

Question 13

average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

Accepted Answer

A)   the exposure rate
B)   GRPs
C)   frequency
D)   the hit rate
E)   CPMF) A) and E)
G) A) and B)

Question 14

decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Accepted Answer

A)   the capabilities of the advertising agency
B)   audience preferences
C)   the costs of alternative media
D)   media spending by competitors
E)   available air timeF) C) and D)
G) A) and B)

Question 15

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 behavioralF) B) and C)
G) A) and B)

Question 16

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously unpurchased media space,or providing Internet services are referred to as __________.

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

respect to advertising,CPM is defined as

Accepted Answer

A)   the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor) , each of which is divided by the multiple of their respective reach and frequency.
B)   the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C)   the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D)   the cost per minute of television or radio airtime.
E)   the number of consumers exposed to an advertising message, in thousands.F) A) and D)
G) D) and E)

Question 19

news conference is a(n)

Accepted Answer

A)   announcement regarding changes in a company or product line.
B)   free space or time in a newspaper or on a broadcast medium.
C)   publicity tool that utilizes high-visibility individuals in lobbying activities.
D)   meeting of top news executives to decide advertising policy.
E)   an informational meeting to which representatives of the media are invited.F) A) and D)
G) None of the above

Question 20

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

Accepted Answer

A)   YouTube
B)   ClickBot
C)   eBay
D)   DoubleHit
E)   DoubleClickF) A) and D)
G) D) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

advantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free.This practice is called _________.

Correct AnswerverifiedShow Answer

Google's first search engine was called "__________."

Correct AnswerverifiedShow Answer

decision on media selection is related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and __________.

Correct AnswerverifiedShow Answer

Starch Test Image -Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy,and (4) read at least half of the ad.

Correct AnswerverifiedShow Answer

Starch Test Image -Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 AnswerverifiedShow Answer

Pepsi's Super Bowl ads generated a __________ increase in its Facebook "likes."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

three primary types of product advertisements are __________.

Correct AnswerverifiedShow Answer

average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

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Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy,buying previously unpurchased media space,or providing Internet services are referred to as __________.

Correct AnswerverifiedShow Answer

respect to advertising,CPM is defined as

Correct AnswerverifiedShow Answer

and describe the three types of pretests that can be conducted before advertising is placed in the media.

Correct AnswerverifiedThe three types of pretests are portfoli...View AnswerShow Answer

news conference is a(n)

Correct AnswerverifiedShow Answer

advantage of using the Internet as an advertising medium is

Correct AnswerverifiedShow Answer

Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Correct AnswerverifiedShow Answer

Messages on the interior and exterior of buses,subway cars,and taxis are referred to as

Correct AnswerverifiedShow Answer

new sandwich shop has opened just off-campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to p...View AnswerShow Answer

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The three types of pretests are portfoli...
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The best type of sales promotion is to p...
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