Question 1

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

Accepted Answer

A)   PageLeaf
B)   PageFolio
C)   PageRank
D)   PageCall
E)   PageTag

Question 2

two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Accepted Answer

Two advantages of using television, radi...

Question 3

use of Charles Barkley in Nike commercials rather than unknown actors is an example of a very popular form of advertising today-the use of __________.

Accepted Answer

A)   a reference group appeal
B)   snob appeals
C)   a peer spokesperson
D)   a sex appeal
E)   a celebrity spokesperson

Question 4

Periods of advertising scheduled between periods of no advertising to reflect seasonal demand,represent the __________ schedule of advertising.

Accepted Answer

A)   steady
B)   flighting
C)   dripping
D)   pulsing
E)   burst

Question 5

Wall Street Journal and USA Today each have a national distribution of more than

Accepted Answer

A)   500,000 readers.
B)   1 million readers.
C)   2 million readers.
D)   5 million readers.
E)   10 million readers.

Question 6

Cooperative advertising refers to

Accepted Answer

A)   advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)   advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expense.
C)   advertising for all stores located in strip malls or other shared facilities financed as a part of their leasing fees.
D)   advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)   advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Question 7

sign at the entrance to the 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 men's store is using?

Accepted Answer

A)   a contest
B)   a premium
C)   a deal
D)   a rebate
E)   a sample

Question 8

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.

Question 9

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 response.

Question 10

ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) __________.

Accepted Answer

A)   rhetorical appeal
B)   sex appeal
C)   humorous appeal
D)   appeal to self-esteem
E)   fear appeal

Question 11

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

Accepted Answer

A)   aided recall
B)   jury tests
C)   tracking testing
D)   performance tests
E)   comparison tests

Question 12

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

A)   advocacy
B)   competitive
C)   reminder
D)   comparative
E)   differentiation

Question 13

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.

Question 14

developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

A)   product or service features
B)   time constraints
C)   pricing constraints
D)   target audiences
E)   advertising objectives

Question 15

variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Accepted Answer

A)   complementary
B)   harmonizing
C)   balancing
D)   free goods
E)   paired

Question 16

next big change coming to television is

Accepted Answer

A)   OTV or online TV.
B)   digital video recorders (DVRs) .
C)   more cable programming.
D)   90-second commercials.
E)   flat screens.

Question 17

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Accepted Answer

A)   product advertisements.
B)   service advertisements.
C)   persuasive advertisements.
D)   institutional advertisements.
E)   cooperative advertisements.

Question 18

Campbell's Kettle Soup Ad
-the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Accepted Answer

A)   reminder
B)   pioneering
C)   reinforcement
D)   comparative
E)   competitive

Question 19

number of different people or households exposed to an advertisement is referred to as

Accepted Answer

A)   scope.
B)   share.
C)   CPM.
D)   rating.
E)   reach.

Question 20

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Accepted Answer

A)   coupon
B)   deal
C)   sample
D)   premium
E)   product placement

Exam 18: Advertising, Sales Promotion, and Public Relations

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Correct AnswerverifiedShow Answer

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

sign at the entrance to the 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 men's store is using?

Correct AnswerverifiedShow Answer

Wall Street Journal and USA Today each have a national distribution of more than

Correct AnswerverifiedShow Answer

developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Correct AnswerverifiedShow Answer

key objective of competitive advertising is to

Correct AnswerverifiedShow Answer

next big change coming to television is

Correct AnswerverifiedShow Answer

disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Periods of advertising scheduled between periods of no advertising to reflect seasonal demand,represent the __________ schedule of advertising.

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

ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) __________.

Correct AnswerverifiedShow Answer

Campbell's Kettle Soup Ad -the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Correct AnswerverifiedShow Answer

use of Charles Barkley in Nike commercials rather than unknown actors is an example of a very popular form of advertising today-the use of __________.

Correct AnswerverifiedShow Answer

variation of the case allowance is the __________ approach,whereby retailers receive some amount of the product free based on the amount ordered,such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

Advertisements that focus on selling a product or service and take three forms-pioneering (or informational) ,competitive (or persuasive) ,and reminder-are referred to as

Correct AnswerverifiedShow Answer

number of different people or households exposed to an advertisement is referred to as

Correct AnswerverifiedShow Answer

two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

Correct AnswerAnswered by ExamLex AITwo advantages of using television, radi...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Two advantages of using television, radi...
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