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| 1 | |
Product advertisements focus on selling a good or service and take three major forms. They are __________. |
| | A) | introductory, comparative and reminder |
| | B) | pioneering, competitive and reminder |
| | C) | institutional, competitive and reminder |
| | D) | introductory, competitive and reminder |
| | E) | pioneering, comparative and reminder |
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| 2 | |
Which of the following statements about comparative advertising is true? |
| | A) | Comparative advertisements now constitute over two-thirds of all television ads |
| | B) | Comparative advertisements attract less consumer attention in the advertiser's brand |
| | C) | Comparative advertisements increase the perceived quality of the advertiser's brand |
| | D) | Comparative advertisements have been banned by the Federal Trade Commission |
| | E) | All of the above statements about comparative advertising are true |
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| 3 | |
Recent Bayer ads stating "We cure more headaches than you think" are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this? |
| | A) | Pioneering |
| | B) | Competitive |
| | C) | Advocacy |
| | D) | Reminder |
| | E) | Political |
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| 4 | |
An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising. |
| | A) | competitive institutional |
| | B) | competitive product |
| | C) | advocacy |
| | D) | pioneering product |
| | E) | reminder institutional |
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| 5 | |
The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using __________. |
| | A) | fear appeals |
| | B) | sex appeals |
| | C) | humorous appeals |
| | D) | family appeals |
| | E) | coercive appeals |
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| 6 | |
Which of the following statements describes a problem with using sex appeals in advertising? |
| | A) | What men find sexy, women don't |
| | B) | What women find sexy, men don't |
| | C) | Sex appeal typically fails to gain audience attention |
| | D) | The sex appeal of the ad can distract the audience from the product |
| | E) | Sex appeals have no effect on senior citizens |
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| 7 | |
The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may __________. |
| | A) | create a humorous appeal |
| | B) | avoid the possibility of the spokesperson's image changing |
| | C) | create a fear appeal |
| | D) | create a product ambiance that limits its appeal to older consumers |
| | E) | sentimentalize the product |
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| 8 | |
If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating? |
| | A) | 10 |
| | B) | 20 |
| | C) | 30 |
| | D) | 40 |
| | E) | 50 |
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| 9 | |
A retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective? |
| | A) | Better reach |
| | B) | More effective visuals |
| | C) | Ads can be saved by consumers |
| | D) | Better segmentation capability |
| | E) | More effective in conveying complex information |
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| 10 | |
Which of the following statements about magazines as an advertising medium is true? |
| | A) | Magazines have distinct profiles for well-defined target audiences |
| | B) | Some nationally distributed magazines publish regional or metro editions to reduce the cost of ads and wasted coverage |
| | C) | Magazine ads can convey complex information |
| | D) | The cost of national magazine advertising is higher than comparable radio advertising |
| | E) | All of the above statements about magazines as an advertising medium are true |
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| 11 | |
__________ involve showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention and how attractive they thought it was. |
| | A) | Focus groups |
| | B) | Portfolio tests |
| | C) | Jury tests |
| | D) | Theater tests |
| | E) | Performance tests |
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| 12 | |
Which of the following statements about inquiry tests is true? |
| | A) | With inquiry test, additional product information, product samples or premiums are offered to an ad's readers or viewers and ads generating the most inquiries are presumed to be the most effective |
| | B) | With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages |
| | C) | Inquiry tests involve studies such as controlled experiments and consumer purchase tests |
| | D) | In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised |
| | E) | In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing or listening |
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| 13 | |
The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. This type of incentive offer is an example of __________. |
| | A) | mass-market communication |
| | B) | a trade promotion |
| | C) | a consumer-oriented sales promotion |
| | D) | consumer encoding |
| | E) | consumer feedback |
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| 14 | |
For marketers, the primary objective of a contest is to __________. |
| | A) | reduce the potential for stockouts |
| | B) | increase trial and retaliate against competitors' actions |
| | C) | encourage present customers to buy more and minimize brand-switching behavior |
| | D) | encourage new product trial |
| | E) | increase consumer purchases and build business inventory |
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| 15 | |
Trade-oriented sales promotions are __________. |
| | A) | promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products |
| | B) | methods used to get a nonpersonal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences and public service announcements |
| | C) | advertisements that show actual consumers using the product |
| | D) | sales tools directed to wholesalers, retailers or distributors used to support a company's advertising and personal selling |
| | E) | sales promotions which are directed to ultimate consumers and are used to support advertising and personal selling |
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| 16 | |
A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement. Sylvania was using __________ in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product. |
| | A) | strategic promotional implementation |
| | B) | cooperative advertising |
| | C) | pre-paid publicity |
| | D) | distributor kickbacks |
| | E) | manufacturer incentive advertising |
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| 17 | |
An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool? |
| | A) | Public service announcement |
| | B) | News release |
| | C) | Lobbying |
| | D) | Sponsorship |
| | E) | Events management |
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| 18 | |
Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity? |
| | A) | Express strong support for First Amendment freedom and stand its ground |
| | B) | Develop an infomercial for its product that is relevant, useful to its customer and entertaining |
| | C) | Produce a public service announcement in support of its current, successful approach |
| | D) | Take advantage of the publicity and run the ads in question more frequently |
| | E) | Take steps toward self-regulation, imposing standards on its promotional activities that reflect the values of society |
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| 19 | |
A news conference is a(n) __________. |
| | 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 which utilizes high-visibility individuals in lobbying activities |
| | D) | meeting of top news executives to decide advertising policy |
| | E) | informational meeting to which representatives of the media are invited |
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| 20 | |
Publicity tools are __________. |
| | A) | methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products |
| | B) | methods used to get a nonpersonal, directly paid presentation of a company or its products; examples are news releases, news conferences and public service announcements |
| | C) | short-term inducements of value offered to arouse interest in buying a good or service |
| | D) | methods of obtaining nonpersonal presentation of an organization, good or service without direct cost |
| | E) | questionable methods of influencing stakeholder opinion about some action or proposed action that may be perceived by some as unethical |
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