Question 1

Which of the following is NOT a public relations tool?

Accepted Answer

A)   donating a portion of profits to a charitable cause
B)   coupons and rebates
C)   event sponsorships
D)   news releases
E)   websitesF) A) and E)
G) B) and E)

Question 2

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is the best example of a persuasive advertising message?

Accepted Answer

A)   "Buy now, pay later."
B)   "Doing business in Peoria since 1848."
C)   "Better than average."
D)   "Now available. The latest fall fashions."
E)   "Serving the public since last Tuesday."F) A) and B)
G) D) and E)

Question 4

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

Accepted Answer

A)   pull
B)   puffery
C)   publicity
D)   push
E)   posttestingF) B) and E)
G) A) and C)

Question 5

Generally, which of the following is the most expensive media buy?

Accepted Answer

A)   Internet
B)   newspaper
C)   radio
D)   television
E)   billboardsF) B) and E)
G) A) and B)

Question 6

The execution style of an advertising message must

Accepted Answer

A)   match the medium and the objectives.
B)   correspond with globally accepted norms.
C)   include a minimum of puffery and maximum media buy.
D)   selectively pull retailers into the marketing channel.
E)   cover new creative ground to be effective.F) A) and E)
G) All of the above

Question 7

__________ is a particularly good advertising medium for groceries and fast food.

Accepted Answer

A)   Television
B)   Internet
C)   Direct mail
D)   Radio
E)   NewspaperF) A) and B)
G) B) and E)

Question 8

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.

Accepted Answer

A)   informative
B)   persuasive
C)   reminder
D)   discussive
E)   institutionalF) All of the above
G) A) and B)

Question 9

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.

Accepted Answer

A)   continuous
B)   flighting
C)   pulsing
D)   penetrating
E)   purposefulF) B) and C)
G) A) and E)

Question 10

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

A) True 
 B)False

Question 11

Because PSAs are a special class of advertising, FCC rules require

Accepted Answer

A)   consumers to listen to them.
B)   court approval before they are aired.
C)   all advertisers to contribute to them.
D)   broadcasters to devote a specific amount of free time to them.
E)   they use only the informative or reminder advertising appeals.F) D) and E)
G) A) and B)

Question 12

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

Accepted Answer

A)   generate goodwill for the company.
B)   pull the product into retail stores through consumer demand.
C)   signal strategy changes to market competitors.
D)   make it easier to do posttesting.
E)   use a push strategy.F) A) and C)
G) A) and B)

Question 13

Which of the following is NOT a major consideration in determining an advertising budget?

Accepted Answer

A)   role of advertising in overall promotional objectives
B)   the product life cycle
C)   the nature of the market
D)   the budgeting method used
E)   the nature of the productF) C) and E)
G) A) and B)

Question 14

Why is tracking the impact of an advertising campaign challenging?

Accepted Answer

Many factors other than the advertising ...

Question 15

Every day, we can see local car dealerships advertising on television. What are the advantages and disadvantages of television advertising for local car dealerships?

Accepted Answer

The advantages are wide reach and use of...

Question 16

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

Accepted Answer

A)   informative
B)   persuasive
C)   institutional
D)   discussive
E)   reminderF) C) and D)
G) All of the above

Question 17

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Accepted Answer

A)   state regulations are not always consistent with federal standards.
B)   FCC regulations create a uniform standard that preempt all other regulations.
C)   European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations.
D)   as long as the advertising does not contain sexually explicit content, there are no regulations.
E)   that in most cases, standards are changing almost daily.F) C) and D)
G) B) and E)

Question 18

When developing an advertising message, the message should focus on

Accepted Answer

A)   the producer.
B)   the advertising environment.
C)   solving problems for consumers.
D)   creating investment opportunities.
E)   niche media balance.F) C) and E)
G) A) and E)

Question 19

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, whereas a sweepstakes is a drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Question 20

Why do many people think advertising and marketing are synonymous?

Accepted Answer

Many people are not familiar w...

Exam 18: Advertising, Public Relations, and Sales Promotions

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

Correct Answer
verified

Which of the following is NOT a major consideration in determining an advertising budget?

Correct Answer
verified

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Correct Answer
verified

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

Correct Answer
verified

Correct Answer
verified

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

Correct Answer
verified

__________ is a particularly good advertising medium for groceries and fast food.

Correct Answer
verified

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.

Correct Answer
verified

Every day, we can see local car dealerships advertising on television. What are the advantages and disadvantages of television advertising for local car dealerships?

Correct Answer
verified
The advantages are wide reach and use of...
View Answer

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, whereas a sweepstakes is a drawing of entrants' names.

Correct Answer
verified

Generally, which of the following is the most expensive media buy?

Correct Answer
verified

Which of the following is the best example of a persuasive advertising message?

Correct Answer
verified

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Correct Answer
verified

Why is tracking the impact of an advertising campaign challenging?

Correct Answer
verified
Many factors other than the advertising ...
View Answer

The execution style of an advertising message must

Correct Answer
verified

Why do many people think advertising and marketing are synonymous?

Correct Answer
verified
Many people are not familiar w...
View Answer

Which of the following is NOT a public relations tool?

Correct Answer
verified

When developing an advertising message, the message should focus on

Correct Answer
verified

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Correct Answer
verified

Because PSAs are a special class of advertising, FCC rules require

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

Correct AnswerverifiedShow Answer

Which of the following is NOT a major consideration in determining an advertising budget?

Correct AnswerverifiedShow Answer

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Correct AnswerverifiedShow Answer

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

Correct AnswerverifiedShow Answer

__________ is a particularly good advertising medium for groceries and fast food.

Correct AnswerverifiedShow Answer

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.

Correct AnswerverifiedShow Answer

Every day, we can see local car dealerships advertising on television. What are the advantages and disadvantages of television advertising for local car dealerships?

Correct AnswerverifiedThe advantages are wide reach and use of...View AnswerShow Answer

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, whereas a sweepstakes is a drawing of entrants' names.

Correct AnswerverifiedShow Answer

Generally, which of the following is the most expensive media buy?

Correct AnswerverifiedShow Answer

Which of the following is the best example of a persuasive advertising message?

Correct AnswerverifiedShow Answer

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Correct AnswerverifiedShow Answer

Why is tracking the impact of an advertising campaign challenging?

Correct AnswerverifiedMany factors other than the advertising ...View AnswerShow Answer

The execution style of an advertising message must

Correct AnswerverifiedShow Answer

Why do many people think advertising and marketing are synonymous?

Correct AnswerverifiedMany people are not familiar w...View AnswerShow Answer

Which of the following is NOT a public relations tool?

Correct AnswerverifiedShow Answer

When developing an advertising message, the message should focus on

Correct AnswerverifiedShow Answer

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Correct AnswerverifiedShow Answer

Because PSAs are a special class of advertising, FCC rules require

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The advantages are wide reach and use of...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Many factors other than the advertising ...
View Answer

Correct Answer
verified

Correct Answer
verified
Many people are not familiar w...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified