Question 1

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Accepted Answer

A)  carry allowance.
B)  haulage allowance.
C)  finance allowance.
D)  case allowance.
E)  freight allowance.

Question 2

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and

Accepted Answer

A)  sustainable.
B)  philanthropic.
C)  reminder.
D)  persuasive.
E)  informational.

Question 3

A comparative 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.

Question 4

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Accepted Answer

A)  introduction
B)  harvesting
C)  mature
D)  growth
E)  decline

Question 5

The purpose of competitive 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)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.

Question 6

There are three key factors when selecting the media for an advertising campaign: (1)  the media habits of the target audience, (2)  the product's attributes, and (3)  __________.

Accepted Answer

A)  cost
B)  the perceived risk
C)  the reputation of the prospective media firm
D)  the length of time required to get the message across
E)  the sustainability of the message

Question 7

In 2015 The American Association of Advertising Agencies noted that high-quality ___________ TV commercials typically cost about $354,000 to produce.

Accepted Answer

A)  15-second
B)  30-second
C)  60-second
D)  infomercial
E)  Super Bowl

Question 8

A(n)  __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Accepted Answer

A)  organizational allowance
B)  case allowance
C)  finance allowance
D)  manufacturer's inducement
E)  merchandise allowance

Question 9

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)  has an unlimited amount of advertising time available.
E)  can be used to convey complex messages.

Question 10

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Accepted Answer

A)  jury testing.
B)  tracking tests.
C)  exposure testing.
D)  posttesting.
E)  pretesting.

Question 11

Product placement refers to

Accepted Answer

A)  the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
B)  the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
C)  being placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
D)  the use of a brand-name product in a movie, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.
E)  a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.

Question 12

All of the following statements are true about using sex appeals in advertising except

Accepted Answer

A)  sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)  sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)  sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D)  sex appeals can be found in almost any product category, from automobiles to toothpaste.
E)  when using sex appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.

Question 13

The primary purpose of a pioneering product advertisement is to

Accepted Answer

A)  tell people what the company is, what it can do, and where it is located.
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)  build goodwill or an image for an organization rather than promote a specific product or service.

Question 14

The 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 airtime.

Question 15

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

Accepted Answer

A)  advocacy
B)  comparative
C)  persuasive
D)  informative
E)  reminder

Question 16

What type of product advertisement is one for Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day"?

Accepted Answer

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

Question 17

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do. This ad is an example of __________ advertisement.

Accepted Answer

A)  a reminder product
B)  a reminder institutional
C)  a competitive product
D)  an informational institutional
E)  a pioneering product

Question 18

Software programs called __________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

A)  click spiders
B)  click bots
C)  click spam
D)  click hammers
E)  click tippers

Question 19

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A)  trade promotion programs.
B)  consumer promotion programs.
C)  cooperative advertising programs.
D)  cause-related marketing programs.
E)  shared-responsibility programs.

Question 20

The key objective of a pioneering ad is to

Accepted Answer

A)  promote a specific brand's features and benefits.
B)  show one brand's strengths relative to those of competitors.
C)  inform the target market.
D)  reinforce previous knowledge of a product.
E)  promote the advantages of one product class over another.

Exam 18: Advertising Sales Promotion and Public Relations

What type of product advertisement is one for Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day"?

Correct AnswerverifiedShow Answer

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and

Correct AnswerverifiedShow Answer

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Correct AnswerverifiedShow Answer

The primary purpose of a pioneering product advertisement is to

Correct AnswerverifiedShow Answer

A comparative ad

Correct AnswerverifiedShow Answer

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do. This ad is an example of __________ advertisement.

Correct AnswerverifiedShow Answer

Reminder advertisements are especially effective for products in which stage of their product life cycle?

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A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

Correct AnswerverifiedShow Answer

The purpose of competitive institutional advertisements is to

Correct AnswerverifiedShow Answer

All of the following statements are true about using sex appeals in advertising except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Correct AnswerverifiedShow Answer

Product placement refers to

Correct AnswerverifiedShow Answer

Software programs called __________ are a form of click fraud where the software is used to produce automatic clicks on ads.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In 2015 The American Association of Advertising Agencies noted that high-quality ___________ TV commercials typically cost about $354,000 to produce.

Correct AnswerverifiedShow Answer

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct AnswerverifiedShow Answer

The 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

There are three key factors when selecting the media for an advertising campaign: (1) the media habits of the target audience, (2) the product's attributes, and (3) __________.

Correct AnswerverifiedShow Answer

The key objective of a pioneering ad is to

Correct AnswerverifiedShow Answer

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