Question 1

The most popular loyalty programs today are __________ reward programs.

Accepted Answer

A)  fast food
B)  gasoline fill-ups
C)  hotel accommodations
D)  credit card
E)  grocery store itemsF) A) and B)
G) B) and E)

Question 2

During Super Bowl weekend, Pepsi introduces a new brand of soft drink.On that same weekend, Coca-Cola offers a "buy one, get one free" promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Accepted Answer

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

Question 3

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Accepted Answer

A)  pioneering
B)  competitive
C)  advocacy
D)  reminder
E)  politicalF) B) and D)
G) B) and E)

Question 4

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A)  is a low-cost medium.
B)  has a short exposure time.
C)  can target specific audiences.
D)  can be used to convey complex messages.
E)  has an unlimited amount of advertising time available.F) A) and B)
G) A) and C)

Question 5

When Google chose a new model for its advertising, it decided to

Accepted Answer

A)  show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.
B)  randomize the time periods between ads and banners rather than use a steady schedule, in order to keep the ads more noticeable.
C)  customize all advertisements based upon customer's preferences of color, music, and font, information obtained through data files of customer site and search preferences.
D)  create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.
E)  create an "ad-option" page for consumers to create their own consumer profile-blocking out products and services they don't want and selecting the products and services they do.F) B) and D)
G) C) and D)

Question 6

Media buyers use many terms to help select the right media for an advertising campaign.Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people ...

Question 7

Google is the dominant provider of online search requests and receives more than _________ of the search advertising revenue.

Accepted Answer

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

Question 8

The decision on media selection is related to the target audience, the type of product, the nature of the message, and _________.

Accepted Answer

A)  media turnover
B)  audience preferences
C)  costs of alternative media
D)  corporate goals
E)  available air timeF) A) and C)
G) A) and E)

Question 9

During the 2010 winter immunization campaign, The Center for Disease Control and Prevention encouraged all Americans to get vaccinated for the seasonal flue and the H1N1 flu virus.This is an example of a __________ where free space and time was donated by the media.

Accepted Answer

A)  news release
B)  news conference
C)  public service announcement
D)  cooperative advertising
E)  limited-service advertisingF) All of the above
G) A) and B)

Question 10

The purpose of reminder institutional advertisements is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  tell people what a company is, what it can do, and where it is located.
C)  state the position of a company on an issue.
D)  bring the company's name to the attention of the target market again.
E)  promote the advantages of one product class over another.F) A) and B)
G) A) and C)

Question 11

An advertising agency that deals in creative work and are compensated by a contractual agreement for the services performed are referred to as _________.

Accepted Answer

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

Question 12

Google's __________ program was designed for Web site owners as a tool for placing ads next to their Web page content rather than next to search results.

Accepted Answer

A)  AdPage
B)  AdSense
C)  AdLeaf
D)  AdWords
E)  AdRankF) B) and C)
G) A) and E)

Question 13

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reminderF) B) and D)
G) All of the above

Question 14

A popular NPR radio show, Car Talk, encourages listeners to solve a puzzler 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)  contest
D)  trade promotion
E)  dealF) None of the above
G) A) and E)

Question 15

What are the steps that are taken to develop the advertising program?

Accepted Answer

The steps include: (1) identifying the t...

Question 16

A common publicity tool is the __________ where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent out.

Accepted Answer

A)  infomercial
B)  news release
C)  news conference
D)  news flash
E)  news huddleF) A) and D)
G) D) and E)

Question 17

After the release of E.T., sales of Reese's Pieces soared while the makers of M&M's regretted not permitting them to be used in the film.This is an example of _________.

Accepted Answer

A)  product placements
B)  product continuity
C)  sub rosa advertising
D)  subliminal direction
E)  reverse product placementF) A) and C)
G) D) and E)

Question 18

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

Accepted Answer

A)  scope
B)  share
C)  reach
D)  span
E)  ratingF) D) and E)
G) B) and C)

Question 19

A form of click fraud is called PTR which is an acronym for

Accepted Answer

A)  Paid-to-Read.
B)  Ping-to-Read.
C)  Profit-to-Read.
D)  Place-to-Read.
E)  Priced-to-read.F) A) and E)
G) C) and D)

Question 20

Google generates revenue by offering __________ opportunities - next to search results or on specific Web pages.

Accepted Answer

A)  online advertising
B)  online critiques
C)  online banking
D)  online publicizing
E)  online public relationsF) B) and C)
G) A) and B)

Exam 16: Advertising, Sales Promotion, and Public Relations

A popular NPR radio show, Car Talk, encourages listeners to solve a puzzler 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

Google is the dominant provider of online search requests and receives more than _________ of the search advertising revenue.

Correct AnswerverifiedShow Answer

The most popular loyalty programs today are __________ reward programs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A common publicity tool is the __________ where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent out.

Correct AnswerverifiedShow Answer

The purpose of reminder institutional advertisements is to

Correct AnswerverifiedShow Answer

Google generates revenue by offering __________ opportunities - next to search results or on specific Web pages.

Correct AnswerverifiedShow Answer

A form of click fraud is called PTR which is an acronym for

Correct AnswerverifiedShow Answer

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

During Super Bowl weekend, Pepsi introduces a new brand of soft drink.On that same weekend, Coca-Cola offers a "buy one, get one free" promotion to make Pepsi's new product introduction more difficult.Which type of sales promotion is Coca-Cola using?

Correct AnswerverifiedShow Answer

One of the advantages associated with television as an advertising medium is that it

Correct AnswerverifiedShow Answer

The decision on media selection is related to the target audience, the type of product, the nature of the message, and _________.

Correct AnswerverifiedShow Answer

After the release of E.T., sales of Reese's Pieces soared while the makers of M&M's regretted not permitting them to be used in the film.This is an example of _________.

Correct AnswerverifiedShow Answer

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Correct AnswerverifiedShow Answer

An advertising agency that deals in creative work and are compensated by a contractual agreement for the services performed are referred to as _________.

Correct AnswerverifiedShow Answer

During the 2010 winter immunization campaign, The Center for Disease Control and Prevention encouraged all Americans to get vaccinated for the seasonal flue and the H1N1 flu virus.This is an example of a __________ where free space and time was donated by the media.

Correct AnswerverifiedShow Answer

What are the steps that are taken to develop the advertising program?

Correct AnswerverifiedThe steps include: (1) identifying the t...View AnswerShow Answer

When Google chose a new model for its advertising, it decided to

Correct AnswerverifiedShow Answer

Google's __________ program was designed for Web site owners as a tool for placing ads next to their Web page content rather than next to search results.

Correct AnswerverifiedShow Answer

Media buyers use many terms to help select the right media for an advertising campaign.Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Correct AnswerverifiedReach is the number of different people ...View AnswerShow Answer

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The steps include: (1) identifying the t...
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Reach is the number of different people ...
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