Question 1

With respect to objectives,advantages,and disadvantages,what are the differences between product placements and point-of-purchase displays?

Accepted Answer

Product placements and point-of-purchase...

Question 2

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

The answer of Media buyers use many terms to help...

Question 3

One reason for using outdoor advertising is:

Accepted Answer

A)  its high costs.
B)  its lack of visibility.
C)  its local market focus.
D)  very little traffic restrictions.E) A) and C)
F) All of the above

Question 4

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?

Accepted Answer

A)  better reach
B)  more effective visuals
C)  ads can be saved by consumers
D)  better segmentation capabilityE) A) and B)
F) A) and D)

Question 5

As a subscriber to Real Simple magazine,Kelly was asked by a researcher which ads she remembered seeing in the most recent issue of the magazine.Then she was asked questions about the content and appearance of the ads she remembered.The researcher was using _____ to test the effectiveness of ads in the magazine.

Accepted Answer

A)  inquiry testing
B)  concept testing
C)  unaided recall testing
D)  portfolio testingE) B) and C)
F) A) and C)

Question 6

Reinforcement ads are reminder ads that:

Accepted Answer

A)  repeat the original theme in a slightly varied form to help avoid burnout.
B)  repeat ad campaigns that have been used before in order to remind customers of past loyalty.
C)  reassure consumers that they have made the correct choice in choosing the product.
D)  reaffirm a company's position on an issue of importance or interest.E) B) and C)
F) A) and C)

Question 7

One of the advantages of focusing on mobile advertising is:

Accepted Answer

A)  allows real-time, location-specific information
B)  largest advertising market
C)  there are more phone users than Internet users
D)  over 90 percent of phones have the InternetE) A) and D)
F) A) and C)

Question 8

One reason for NOT using newspapers as an advertising medium is its:

Accepted Answer

A)  inability to cover local markets.
B)  long lead time for ad placement.
C)  short lifespan.
D)  high cost.E) B) and C)
F) A) and B)

Question 9

List two advantages and two disadvantages of using television,radio,magazines,newspapers,direct mail,and billboards for advertising.

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 10

Short-term price reductions,commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

Accepted Answer

A)  deals
B)  coupons
C)  promotions
D)  contestsE) A) and B)
F) All of the above

Question 11

For marketers,the primary objective of a point-of-purchase display is to:

Accepted Answer

A)  eliminate the need for any special pricing promotion.
B)  increase trial and retaliate against competitors' actions.
C)  encourage present customers to buy more; minimize brand switching behaviour.
D)  increase product trial and provide in-store support for other promotions.E) A) and B)
F) A) and C)

Question 12

After showing an advertisement for Tim Hortons's,a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

Accepted Answer

A)  control testing.
B)  experience tests.
C)  exposure testing.
D)  post-tests.E) C) and D)
F) A) and D)

Question 13

Frequency is defined as the:

Accepted Answer

A)  number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program.
B)  total number of times an advertisement is broadcast on network and cable television or radio.
C)  number of times an advertisement must be shown before a given percentage of the audience can recall key points of information.
D)  average number of times a person in the target audience is exposed to an advertisement.E) C) and D)
F) A) and B)

Question 14

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

Accepted Answer

The answer of What are the three types of pre-tests...

Question 15

Which market is the largest for product placement?

Accepted Answer

A)  Canada
B)  Europe
C)  United States
D)  ChinaE) A) and B)
F) All of the above

Question 16

Which of the following is a type of post-test used for advertising messages?

Accepted Answer

A)  theatre tests
B)  portfolio tests
C)  sales tests
D)  jury testsE) A) and B)
F) None of the above

Question 17

CPM with respect to advertising is defined as the:

Accepted Answer

A)  cost of one medium relative to the cost of other media (e.g.direct mail versus television, radio, or outdoor) , each of which are divided by the multiple of their respective reach and frequency.
B)  reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households with the advertising message.
C)  cost of reaching 1,000 individuals or households with the advertising message.
D)  cost per minute of television or radio time.E) C) and D)
F) A) and D)

Question 18

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

Accepted Answer

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

Question 19

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Accepted Answer

A)  recency.
B)  sales promotion.
C)  reach.
D)  rating.E) A) and B)
F) A) and C)

Question 20

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A)  Make sure the advertisement is still appropriate for viewing by children.
B)  Make the appeal so strong that it appears humorous.
C)  Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D)  Avoid any reference to death or dying.E) A) and C)
F) A) and B)

Exam 17: Advertising, Sales Promotion, and Public Relations

Which of the following is a type of post-test used for advertising messages?

Correct Answer
verified

One of the advantages of focusing on mobile advertising is:

Correct Answer
verified

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

Correct Answer
verified

CPM with respect to advertising is defined as the:

Correct Answer
verified

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Correct Answer
verified

After showing an advertisement for Tim Hortons's,a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

Correct Answer
verified

One reason for NOT using newspapers as an advertising medium is its:

Correct Answer
verified

For marketers,the primary objective of a point-of-purchase display is to:

Correct Answer
verified

Which of the following is an important guideline when using fear appeal?

Correct Answer
verified

With respect to objectives,advantages,and disadvantages,what are the differences between product placements and point-of-purchase displays?

Correct Answer
Answered by ExamLex AI
Product placements and point-of-purchase...
View Answer

Which market is the largest for product placement?

Correct Answer
verified

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 Answer
verified

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

Correct Answer
verified

Correct Answer
verified

List two advantages and two disadvantages of using television,radio,magazines,newspapers,direct mail,and billboards for advertising.

Correct Answer
verified

Reinforcement ads are reminder ads that:

Correct Answer
verified

One reason for using outdoor advertising is:

Correct Answer
verified

Short-term price reductions,commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

Correct Answer
verified

Frequency is defined as the:

Correct Answer
verified

Correct Answer
verified

Exam 17: Advertising, Sales Promotion, and Public Relations

Which of the following is a type of post-test used for advertising messages?

Correct AnswerverifiedShow Answer

One of the advantages of focusing on mobile advertising is:

Correct AnswerverifiedShow Answer

What are the three types of pre-tests that can be conducted before advertising is placed in the media?

Correct AnswerverifiedShow Answer

CPM with respect to advertising is defined as the:

Correct AnswerverifiedShow Answer

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Correct AnswerverifiedShow Answer

After showing an advertisement for Tim Hortons's,a panel is asked: "How likely are you to go out and purchase a coffee now?" This is an example of the:

Correct AnswerverifiedShow Answer

One reason for NOT using newspapers as an advertising medium is its:

Correct AnswerverifiedShow Answer

For marketers,the primary objective of a point-of-purchase display is to:

Correct AnswerverifiedShow Answer

Which of the following is an important guideline when using fear appeal?

Correct AnswerverifiedShow Answer

With respect to objectives,advantages,and disadvantages,what are the differences between product placements and point-of-purchase displays?

Correct AnswerAnswered by ExamLex AIProduct placements and point-of-purchase...View AnswerShow Answer

Which market is the largest for product placement?

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 AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

List two advantages and two disadvantages of using television,radio,magazines,newspapers,direct mail,and billboards for advertising.

Correct AnswerverifiedShow Answer

Reinforcement ads are reminder ads that:

Correct AnswerverifiedShow Answer

One reason for using outdoor advertising is:

Correct AnswerverifiedShow Answer

Short-term price reductions,commonly used to increase trial among potential customers or to retaliate against a competitor's actions are called:

Correct AnswerverifiedShow Answer

Frequency is defined as the:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Product placements and point-of-purchase...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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