Chapter 18
Advertising, Sales Promotion, and Public Relations
Multiple Choice Questions
1. | The next big change coming to television advertising will most likely be
B. | digital video recorders (DVRs). |
C. | 16K Ultra HD satellite TV. |
D. | 90-second commercials. |
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2. | Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
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3. | Advertising refers to
A. | any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. |
B. | any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. |
C. | any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. |
D. | any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. |
E. | any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor. |
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4. | Advertisements basically consist of two types:
A. | prepurchase and post-purchase. |
B. | promotional and reinforcement. |
C. | promotional and informative. |
E. | product and institutional. |
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5. | Product advertisements are advertisements that focus on
A. | a product class rather than on an individual brand. |
B. | building goodwill or an image for an organization. |
C. | counteracting negative opinions. |
D. | selling a product or service. |
E. | clarifying misconceptions. |
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6. | Product advertisements focus on selling
B. | an emotion or a feeling. |
C. | a sense of well-being. |
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7. | Advertisements that focus on selling a product or service and that can take three forms—pioneering (or informational), competitive (or persuasive), and reminder—are referred to as
A. | product advertisements. |
B. | service advertisements. |
C. | persuasive advertisements. |
D. | institutional advertisements. |
E. | cooperative advertisements. |
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8. | The three primary types of product advertisements are
A. | pioneering, institutional, and informational. |
C. | pioneering, competitive, and reminder. |
D. | competitive, subliminal, and institutional. |
E. | cognitive, affective, and behavioral. |
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9. | The three primary types of product advertisements are __________, competitive, and reminder.
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10. | The three primary types of product advertisement are pioneering, __________, and reminder.
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11. | The three primary types of product advertisement are pioneering, competitive, and
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12. | A pioneering (or informational) ad
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. |
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13. | Another name for pioneering advertising is __________ advertising.
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14. | Pioneering advertisements would most likely be used during which stage of the product life cycle?
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15. | The primary purpose of a pioneering product advertisement is to
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. |
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16. | The key objective of a pioneering ad is to
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. |
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17. | Informational ads, particularly those with specific information, have been found to be interesting, convincing, and
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18. | A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?
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19. | When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?
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20. | 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.
B. | a reminder institutional |
D. | an informational institutional |
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21. | TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.
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22. | Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.
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23. | A competitive (or persuasive) ad
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. |
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24. | The primary purpose of a competitive advertisement is to
A. | tell people what a product is, what it can do, and where it can be found. |
B. | assure current users they made the right choice. |
C. | reinforce previous knowledge of a product. |
D. | promote a specific brand's features and benefits. |
E. | promote the advantages of one product class over another. |
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25. | The key objective of competitive advertising is to
A. | tell people what a product is, what it can do, and where it can be found. |
B. | show one brand's strengths relative to those of competitors. |
C. | reinforce previous knowledge of a product. |
D. | promote the advantages of one product class over another. |
E. | persuade the target market to select the firm's brand rather than that of a competitor. |
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26. | When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
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27. | Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.
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28. | A comparative ad
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. |
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29. | Which of the following statements about comparative advertising is most accurate?
A. | Comparative advertisements now constitute over 90 percent of all television ads. |
B. | Comparative advertisements attract more consumer attention for the advertiser's brand. |
C. | Comparative advertisements can decrease the perceived quality of the advertiser's brand. |
D. | Comparative advertisements have been banned by the Federal Trade Commission. |
E. | Comparative advertisements can, and often do, cause more harm than good. |
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30. | Which of the following statements about comparative advertising is most accurate?
A. | Comparative advertisements increase the perceived quality of the advertiser's brand. |
B. | Comparative advertisements now constitute over 90 percent of all television ads. |
C. | Comparative advertisements attract less consumer attention to the advertiser's brand. |
D. | Comparative advertisements have been banned by the Federal Trade Commission. |
E. | Comparative advertisements can, and often do, cause more harm than good. |
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31. | Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience
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32. | Which of the following statements about comparative advertising is true?
A. | Comparative advertisements now constitute over 90 percent of all television ads. |
B. | Comparative advertisements attract less consumer attention for the advertiser's brand. |
C. | Comparative advertisements need market research to provide legal support for their claims. |
D. | Comparative advertisements have been banned by the Federal Trade Commission. |
E. | Comparative advertisements can, and often do, cause more harm than good. |
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33. | A recent Samsung Galaxy S III ad highlighted the advantages of its smart phone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?
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34. | What type of product advertisement is a Samsung ad that compares its features relative to products in a similar category?
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35. | An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of __________ advertising.
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36. | An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.
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37. | Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.
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38. | A reminder ad
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. |
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39. | The purpose of a reminder advertisement is to
A. | promote a specific brand's features and benefits. |
B. | tell people what a product is, what it can do, and where it can be found. |
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. |
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40. | Reminder advertisements are especially effective for products in which stage of their product life cycle?
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41. | What type of product advertisement is one for Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day"?
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42. | An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this?
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43. | Reinforcement ads are reminder ads that
A. | assure current users they made the correct choice in choosing the product. |
B. | reinforce previous knowledge of a product. |
C. | repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. |
D. | reaffirm a company's position on an issue of importance or interest. |
E. | reassure the company it has made the right choice in advertising the product. |
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44. | A reinforcement ad
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. |
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45. | An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.
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46. | A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?
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47. | Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.
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48. | The objective of institutional advertisements is to __________ rather than promote a specific product or service.
A. | generate support for nonprofit organizations |
B. | increase frequency of purchase of new products |
C. | tout the competitive advantages of one industry over another |
D. | build goodwill or an image for an organization |
E. | promote alternative uses for a product class |
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49. | __________ advertising is often used to support the public relations plan or counter adverse publicity.
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50. | There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.
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51. | There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.
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52. | There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.
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53. | There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and
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54. | All of the following are alternative forms of institutional advertisements except
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55. | The purpose of an advocacy advertisement is to
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. |
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56. | When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?
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57. | When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?
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58. | The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Co. encouraging the responsible use of alcohol, are __________ advertisements.
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59. | A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.
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60. | The purpose of pioneering institutional advertisements is to
A. | promote a specific brand's features and benefits. |
B. | inform 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. |
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61. | An advertisement that informs people what a company is, what it can do, and where it is located is referred to as
A. | a competitive institutional advertisement. |
B. | a competitive product advertisement. |
C. | a reminder institutional advertisement. |
D. | an advocacy institutional advertisement. |
E. | a pioneering institutional advertisement. |
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62. | 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 institutional advertisement |
B. | competitive institutional advertisement |
C. | advocacy institutional advertisement |
D. | reminder institutional advertisement |
E. | subliminal institutional advertisement |
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63. | When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.
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64. | An ad for an international consulting firm was intended to communicate the company's philosophy—that you can be big and nimble at the same time—rather than sell any one particular service the company provides. The ad is an example of __________ institutional advertising.
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65. | The purpose of competitive institutional advertisements is to
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. |
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66. | America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of __________ ads.
A. | competitive institutional |
E. | pioneering institutional |
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67. | The well-known series of "Milk Life" ads are an example of which type of advertising?
A. | reminder institutional |
B. | competitive institutional |
C. | pioneering institutional |
E. | product differentiation |
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68. | The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.
C. | competitive institutional |
E. | pioneering institutional |
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69. | The Beef Council promotes a series of ads in which the tagline is "Beef—it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is
A. | a reminder institutional ad. |
B. | a pioneering institutional ad. |
C. | a product institutional ad. |
D. | a competitive institutional ad. |
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70. | The purpose of reminder institutional advertisements is to
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. |
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71. | 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 |
E. | reminder institutional |
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72. | The first decision in developing an advertising program is to
B. | specify the advertising objectives. |
C. | identify the target audience. |
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73. | Which of the following is not an aspect of identifying the target audience for an advertisement?
A. | The scheduling of the advertising can depend on the target audience. |
B. | The Federal Communications Commission (FCC) suggests that advertising program decisions be based on market research about the target audience. |
C. | The placement of the advertising depends on the target audience. |
D. | The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience. |
E. | Understanding the lifestyles, attitudes, and demographics of the target market is essential. |
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74. | When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.
A. | product or service features |
E. | advertising objectives |
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75. | When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and
A. | identifying the target audience. |
B. | evaluating a campaign. |
C. | designing the advertising. |
D. | pretesting the advertising. |
E. | scheduling the advertising program. |
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76. | In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2015, the cost had soared to $4.5 million for a 30-second spot. The most likely reason for the escalating cost is that
A. | the number of TV viewers of the Super Bowl has grown substantially. |
B. | the ads are much more elaborate and therefore more expensive to produce. |
C. | the NFL knows advertisers will pay anything it wants. |
D. | the ad agencies have dramatically increased their creative and production fees. |
E. | the companies that create Super Bowl ads do not have to run any other ads all year. |
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77. | While not all advertising options are as expensive as the Super Bowl, most alternatives
A. | are at least 50 percent less effective. |
C. | still represent substantial financial commitments. |
D. | are at least 50 percent more effective. |
E. | are rarely watched other than on mobile devices. |
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78. | An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.
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79. | Most advertising messages are made up of two elements, which are
A. | expositional and persuasional. |
B. | informational and persuasional. |
C. | informational and creative. |
D. | functional and persuasional. |
E. | creative and rhetorical. |
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80. | Information and persuasive content can be combined to form
A. | sex, fear, and humor appeals. |
B. | guilt, financial risk, and self-esteem appeals. |
C. | sex, fear, and self-worth appeals. |
D. | demographic, psychographic, and lifestyle appeals. |
E. | gender, ethnicity, and reference group appeals. |
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81. | The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as
A. | an authoritarian appeal. |
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82. | Which of the following is an important guideline when using a fear appeal?
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 will want to "tune out" the advertisement. |
D. | Avoid any reference to death or dying. |
E. | Make sure to emphasize that the outcome rests in the viewers' hands. |
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83. | A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use
A. | compassionate appeals. |
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84. | Life insurance companies such as Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a
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85. | A political ad that incorporates a fear appeal would most likely be expressed as
A. | religious repercussions after death. |
B. | disenfranchisement from mainstream society. |
C. | a lack of patriotic responsibility. |
D. | a lack of self-respect or self-worth. |
E. | warnings against the rise of other unpopular ideologies. |
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86. | When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?
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87. | An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a
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88. | The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as
A. | an authoritarian appeal. |
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89. | Which of the following statements describes a potential problem with using sex appeals in advertising?
A. | What men find sexy, most women do not. |
B. | What women find sexy, men do not. |
C. | Sex in advertising typically appeals to only younger audiences. |
D. | An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent. |
E. | Sex in advertising alienates a large segment of progressives. |
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90. | While many commercials that use sex appeals gain the attention of the audience, they
A. | do not always lead to changes in consumers' recall, recognition, or purchase intent. |
B. | contain no information to help consumers. |
C. | do not appeal to either men or women. |
D. | wear out quickly, boring the consumer. |
E. | don't appeal to the Generation Y cohort. |
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91. | All of the following statements are true about using sex appeals in advertising except
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. |
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92. | When Bebe, a contemporary women's clothing store, uses seductive imagery in its advertising, it is using which type of advertising appeal?
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93. | An ad that features attractive models promoting products for a brand such as Old Spice, is using
D. | an appeal to self-esteem. |
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94. | The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as
A. | an authoritarian appeal. |
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95. | Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?
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96. | While many commercials that use humorous appeals gain the attention of the audience, they
A. | don't work in a global campaign. |
B. | contain no information to help consumers. |
C. | do not appeal to either men or women. |
D. | wear out quickly, boring the consumer. |
E. | don't appeal to the Generation Y cohort. |
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97. | While many commercials that use humorous appeals gain the attention of the audience,
A. | their effectiveness may vary across cultures if used in a global campaign. |
B. | they contain no information to help consumers. |
C. | they do not appeal to either men or women. |
D. | they usually have great longevity, maintaining the interest of the target audience for the duration of the campaign. |
E. | they don't appeal to the Generation Y cohort. |
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98. | All of the following statements are true about using humorous appeals in advertising except
A. | humorous content does not always lead to changes in recall, recognition, or purchase intent. |
B. | some studies suggest that humor wears out quickly, losing the interest of consumers. |
C. | their effectiveness may vary across cultures if used in a global campaign. |
D. | the use of humor is widespread in advertising and can be found in many product categories. |
E. | advertisers believe that humor improves the effectiveness of their ads. |
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99. | The American Cancer Society reports that 57,000 Americans die from colon cancer each year. They estimate that this number would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. To encourage people to get tested for colon cancer, several ads use a man (known as "Polyp Man") dressed in a big red suit, making him look more like Mr. M&M, to encourage people to get tested. This is most likely an example of a __________ appeal.
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100. | Using athlete Michael Jordan in a Nike commercial or Beyoncé in a Pepsi ad rather than unknown actors is an example of a very popular form of advertising today—the use of
A. | a reference group appeal. |
E. | celebrity spokespersons. |
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101. | The use of deceased celebrities such as John Wayne or Fred Astaire in commercials
A. | creates a humorous appeal. |
B. | avoids the possibility of a spokesperson's image changing. |
C. | creates a fear appeal. |
D. | creates a product ambience that limits its appeal to older consumers. |
E. | targets the Gen Y consumer. |
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102. | Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity spokespeople because
A. | their fees were too high. |
B. | they changed their minds about appearing in ads, breaching their contracts. |
C. | they received negative public attention. |
D. | the image of the firms they represented had changed, becoming inconsistent with their own. |
E. | the ads were not effective. |
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103. | Although Nutrisystem and Jenny Craig dieting systems often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity
A. | is an actor/actress who hasn't appeared in any movies or television shows for the past five years. |
B. | is a sports figure whose team doesn't win that season. |
D. | regains all his/her lost weight. |
E. | wins an award and doesn't thank the company for the weight-loss contribution. |
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104. | In 2015 The American Association of Advertising Agencies noted that high-quality ___________ TV commercials typically cost about $354,000 to produce.
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105. | All of the following are shortcomings of advertising except
A. | compensating actors is very expensive. |
B. | shooting commercials in several locations for global campaigns has increased. |
C. | replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal. |
D. | designing quality artwork, layout, and production for advertisements is time consuming. |
E. | translating the copywriter's ideas into an actual advertisement is a complex process. |
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106. | The means by which an advertising message is communicated to the target audience is through
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107. | 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
A. | the capabilities of the advertising agency. |
C. | the costs of alternative media. |
D. | media spending by competitors. |
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108. | All of the following are factors used to select a particular medium for an advertisement except
C. | the costs of alternative media. |
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109. | Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
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110. | Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.
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111. | The number of different people or households exposed to an advertisement is referred to as
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112. | Which advertising medium uses circulation to describe its reach—the number of different people or households exposed to an advertisement?
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113. | The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?
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114. | The percentage of households in a market that are tuned to a particular television show or radio station is referred to as
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115. | In television or radio advertising, rating refers to
A. | the number of different people or households exposed to an advertisement and then buy the offering that was advertised. |
B. | the average number of times a person in the target audience is exposed to a message or advertisement. |
C. | the percentage of households in a market that are tuned to a particular television or radio station. |
D. | a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives. |
E. | the percentage points of market share a firm garners for its advertisements relative to its competitors. |
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116. | A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November "sweeps" period. What would be the movie's rating?
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117. | Frequency refers to
A. | the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. |
B. | the total number of times an advertisement is aired on television or radio. |
C. | the average number of times a firm airs an advertisement. |
D. | the number of times an advertisement can be shown before it begins to lose its effectiveness. |
E. | the average number of times a person in the target audience is exposed to an advertisement. |
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118. | The average number of times a person in the target audience is exposed to an advertisement is referred to as
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119. | Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with
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120. | The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with
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121. | Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to
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122. | Gross rating points (GRPs) are determined by the formula
A. | reach multiplied by frequency. |
B. | reach multiplied by rating. |
C. | rating multiplied by frequency. |
D. | cost divided by reach. |
E. | cost divided by (reach multiplied by frequency). |
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123. | With respect to advertising, CPM is defined as
A. | the cost of one medium relative to the costs 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. | the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. |
C. | the cost of reaching 1,000 individuals or households with the advertising message in a given medium. |
D. | the cost per minute of television or radio airtime. |
E. | the number of consumers exposed to an advertising message, in thousands. |
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124. | The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as
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125. | One of the most common measures in advertising is
A. | cost per thousand impressions. |
B. | cost per thousand occurrences. |
C. | cost per thousand incidences. |
D. | cost per million impressions. |
E. | cost per thousand frequencies. |
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126. | One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:
A. | CPM = Advertising cost ($) ÷ Impressions generated (in 100s). |
B. | CPM = Total revenue ($) ÷ Impressions generated (in 1,000s). |
C. | CPM = Total profit ($) ÷ Impressions generated (in 1,000s). |
D. | CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s). |
E. | CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s). |
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127. | If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000, what would your CPM be?
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128. | Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?
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129. | Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the lowest CPM?
A. | The Wall Street Journal |
C. | Bloomberg Businessweek |
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130. | Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the highest CPM?
A. | The Wall Street Journal |
C. | Bloomberg Businessweek |
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131. | One of the advantages associated with television as an advertising medium is that it
A. | has a short exposure time. |
C. | has an unlimited amount of advertising time available. |
D. | can be used to convey complex messages. |
E. | can use sight, sound, and motion. |
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132. | One of the advantages associated with television as an advertising medium is that it
A. | has a short exposure time. |
B. | can reach extremely large audiences. |
D. | has an unlimited amount of advertising time available. |
E. | can be used to convey complex messages. |
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133. | One of the advantages associated with television as an advertising medium is that it
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. |
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134. | What is the term used for people in households who only watch TV through a broadband connection?
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135. | All of the following statements are true about the changing aspects of traditional television viewing except
A. | industry experts predict that holographic televisions, where viewers can insert themselves into reality TV game shows, will be sold by 2020. |
B. | American viewers watch television programming on multiple devices, including traditional TVs, computers, tablets, and smartphones. |
C. | viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix. |
D. | the future will bring 4K TVs that are four times as sharp as today's 3-D HDTVs. |
E. | the amount of time allocated to television viewing is increasing, now exceeding 40 hours each week. |
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136. | All of the following statements are true about the changing aspects of television as an advertising medium except
A. | infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time. |
B. | many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15-second ads, rather than the traditional 30- or 60-second lengths. |
C. | industry experts predicted that more than 1 million 3-D televisions would be sold by 2016. |
D. | viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix. |
E. | there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses. |
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137. | All of the following statements are true about the changing aspects of television as an advertising medium except
A. | Americans now view over 40 hours of TV each week on multiple devices. |
B. | many households now view programming on alternative options such as Netflix, Hulu, and other Internet or streamed video services. |
C. | the future will bring 4K TVs that are four times as sharp as today's 3-D HDTVs. |
D. | DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints. |
E. | there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses. |
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138. | One of the disadvantages associated with television as an advertising medium is that it
A. | cannot target specific audiences. |
B. | is very expensive to prepare and run ads. |
C. | must use print for effect. |
D. | has a limited amount of advertising time available. |
E. | is not effective for conveying simple messages. |
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139. | One of the disadvantages associated with television as an advertising medium is that it
A. | has a short exposure time. |
B. | cannot target specific audiences. |
C. | must use print for effect. |
D. | has a limited amount of advertising time available. |
E. | is not effective for conveying simple messages. |
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140. | One of the disadvantages associated with television as an advertising medium is that it
A. | requires a long exposure time. |
B. | cannot target specific audiences. |
C. | must use print for effect. |
D. | cannot be used to convey complex messages. |
E. | has an unlimited amount of advertising time available. |
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141. | Many companies are now opting for commercial time on live events rather than programs that consumers might
A. | avoid because there are too many commercial interruptions. |
B. | watch while multitasking. |
D. | believe are commercial-free. |
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142. | When people outside the target market for the product see a firm's advertisement, it is referred to as
E. | advertising spillover. |
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143. | One way TV advertising can reduce wasted coverage is to
A. | identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers. |
B. | run shorter ads in a greater number of geographical areas. |
C. | identify specific times of day or night when the target audience would be more likely to tune in. |
D. | develop more creative ads so that more people will choose to see them. |
E. | run the ads on less expensive, narrowly focused, specialized cable and satellite channels. |
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144. | Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as
E. | extended advertising messages. |
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145. | Infomercial refers to
A. | a public service announcement used to notify local citizens of impending danger due to weather or other natural disasters. |
B. | a form of advertisement whose sole purpose is to entertain. |
C. | a program-length (30-minute) advertisement that takes an educational approach to communication with potential customers. |
D. | a direct response TV and radio ad that airs during the late night or weekend mornings. |
E. | educationally formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box. |
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146. | One of the advantages associated with radio as an advertising medium is that it
A. | can target specific audiences. |
B. | has a long exposure time. |
C. | has a perishable message. |
D. | has an unlimited amount of advertising time available. |
E. | is relatively simple to convey complex messages. |
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147. | One of the advantages associated with radio as an advertising medium is that it
A. | has a long exposure time. |
B. | has a perishable message. |
C. | has an unlimited amount of advertising time available. |
D. | allows ads to be placed quickly. |
E. | is relatively simple to convey complex messages. |
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148. | One of the advantages associated with radio as an advertising medium is that it
A. | has a long exposure time. |
B. | can target general audiences. |
C. | has an unlimited amount of advertising time available. |
D. | is relatively simple to convey complex messages. |
E. | uses humor, sound, and intimacy effectively. |
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149. | One of the disadvantages associated with radio as an advertising medium is that it
A. | has a long exposure time. |
B. | is listened to less due to the large number of media options. |
C. | cannot target specific audiences. |
D. | cannot use humor, sound, and intimacy effectively. |
E. | has an unlimited amount of advertising time available. |
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150. | One of the disadvantages associated with radio as an advertising medium is that it
A. | has a long exposure time. |
B. | cannot target specific audiences. |
C. | has a perishable message. |
D. | cannot use humor, sound, and intimacy effectively. |
E. | has an unlimited amount of advertising time available. |
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151. | One of the disadvantages associated with radio as an advertising medium is that it
A. | has a short exposure time. |
B. | cannot target specific audiences. |
C. | cannot use humor, sound, and intimacy effectively. |
D. | has a very limited amount of advertising time available. |
E. | is easy to convey complex messages. |
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152. | One of the disadvantages associated with radio as an advertising medium is that it
A. | has a long exposure time. |
B. | can target specific audiences. |
C. | uses humor, sound, and intimacy effectively. |
D. | has an unlimited amount of advertising time available. |
E. | is difficult to convey complex messages. |
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153. | A western clothing 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 using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
B. | more effective visuals |
C. | saving of ads by consumers |
D. | better segmentation capability |
E. | more effective in conveying complex information |
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154. | One advantage of using magazines as an advertising medium is
A. | the ability to target specific audiences. |
B. | the relatively short time it takes to place an ad. |
C. | the extremely low cost. |
D. | the opportunity to compete with other magazine features. |
E. | the simplicity of the message. |
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155. | One advantage of using magazines as an advertising medium is
A. | the relatively short time it takes to place an ad. |
B. | high-quality color is available if needed or desired. |
C. | the cost of placing a magazine ad is extremely low. |
D. | the ease of translating consumer interests into a successful publication. |
E. | there is little need or benefit to incorporate four-color graphics. |
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156. | Which of the following is an advantage of using magazines as an advertising medium?
A. | It takes a relatively short time to place the ad. |
B. | The cost of placing a magazine ad is extremely low. |
C. | A magazine ad has a long life. |
D. | It is easy to translate consumer interests into a successful publication. |
E. | There is little need or benefit to incorporate four-color graphics. |
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157. | One advantage of using magazines as an advertising medium is
A. | the cost of placing a magazine ad is extremely low. |
B. | it takes a relatively short time to place the ad. |
C. | the ease of translating consumer interests into a successful publication. |
D. | there is little need or benefit to incorporate four-color graphics. |
E. | the ads can be clipped and saved. |
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158. | One advantage of using magazines as an advertising medium is
A. | it takes a relatively short time to place the ad. |
B. | there is little need or benefit to incorporate four-color graphics. |
C. | there is little noise in the communications process. |
D. | many are available as digital versions of their print counterparts. |
E. | the cost of placing a magazine ad is extremely low. |
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159. | One disadvantage of using magazines as an advertising medium is
A. | the inability to target specific audiences. |
B. | the long lead time needed to place an ad. |
C. | the extremely low cost. |
D. | the antagonism with environmentalists. |
E. | the lack of noise associated with their use in the communication channel. |
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160. | One disadvantage of using magazines as an advertising medium is
A. | the inability to target specific audiences. |
B. | the short lead time needed to place an ad. |
C. | the relatively high cost. |
D. | the lack of noise associated with the use of magazines in the communication channel. |
E. | the antagonism with environmentalists. |
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161. | One disadvantage of using magazines as an advertising medium is
A. | the inability to target specific audiences. |
B. | the short lead time needed to place an ad. |
C. | the lack of noise associated with the use of magazines in the communication channel. |
D. | the infrequent nature of their publication. |
E. | the antagonism with environmentalists. |
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162. | Recent studies comparing advertising in different media suggest that magazine advertising
A. | takes a relatively short time to read. |
B. | incorporates four-color graphics too frequently. |
C. | usually has little competition with other media features. |
D. | is quickly replacing television advertising. |
E. | is perceived to be more trustworthy, inspirational, and engaging than other media. |
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163. | All of the following statements are true about magazines except
A. | the magazine with the highest circulation is AARP The Magazine. |
B. | consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year. |
C. | national publications publish regional and even metro editions to reduce wasted coverage. |
D. | most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones. |
E. | Time magazine publishes both geographic and demographic editions in the United States. |
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164. | Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?
A. | prime time national television |
B. | magazines targeted toward wealthy residents of Milwaukee |
C. | radio stations that targets millennials |
D. | flyers sent to all the Milwaukee zip codes |
E. | Milwaukee regional newspapers |
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165. | One advantage of using newspapers as an advertising medium is
A. | their ability to cover local markets. |
B. | the long lead time for placing an ad. |
D. | the relatively high cost. |
E. | competition for reader attention with other features in the newspaper. |
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166. | One advantage of using newspapers as an advertising medium is
A. | the ability to cover national markets. |
B. | the short lead time for placing an ad. |
C. | excellent color graphics. |
D. | minimum distraction from other features. |
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167. | One advantage of using newspapers as an advertising medium is
B. | the excellent use of color graphics. |
C. | ads can be clipped and saved. |
D. | quick consumer response. |
E. | limited distraction from other features. |
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168. | One advantage of using newspapers as an advertising medium is their
A. | ability to cover national markets. |
B. | excellent use of color graphics. |
C. | quick consumer response. |
D. | their relatively low cost. |
E. | limited distraction from other features. |
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169. | One disadvantage of using newspapers as an advertising medium is
A. | their inability to cover local markets. |
B. | readers damage the newspaper when clipping its ads. |
C. | their short life span. |
E. | their quick consumer response. |
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170. | One disadvantage of using newspapers as an advertising medium is their
A. | relatively poor color reproduction. |
B. | inability to cover local markets. |
C. | long lead time for placing an ad. |
E. | lack of noise during the communication process. |
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171. | One disadvantage of using newspapers as an advertising medium is their
A. | inability to cover local markets. |
B. | long lead time for placing an ad. |
E. | competition for reader attention with other features in the newspaper. |
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172. | All of the following statements are true about newspapers except
A. | local retailers often use newspapers as their sole advertising medium. |
B. | newspapers are generally limited to ads that call for an immediate customer response. |
C. | national advertising campaigns rarely include this medium except in conjunction with local distributors of their products. |
D. | a long lead time is needed to place an ad in a local newspaper. |
E. | newspapers have excellent GRPs potential. |
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173. | National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of
A. | The National Enquirer and The National Review. |
B. | The Wall Street Journal and USA Today. |
C. | The Daily Beast and The National Enquirer. |
D. | The New York Times and The Wall Street Journal. |
E. | The Christian Science Monitor and The Huffington Post. |
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174. | The Wall Street Journal and USA Today each have a national distribution of more than
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175. | Which of the following is a trend that influences newspapers today?
A. | Newspapers are enjoying increasing circulation. |
B. | Newspapers are increasing the number of four-color printed pages. |
C. | There is a growth in new types of news organizations. |
D. | More cities are increasing the number of newspapers that are available to commuters. |
E. | Cheaper newsstand prices have rekindled an interest in newspapers. |
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176. | Which of the following is a trend that influences newspapers today?
A. | There is a growth in online newspapers. |
B. | Newspapers are enjoying increasing circulation. |
C. | Newspapers are increasing the number of printed pages. |
D. | More cities are increasing the number of newspapers that are available. |
E. | Cheaper newsstand prices have rekindled an interest in newspapers. |
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177. | One advantage of using the yellow pages as an advertising medium is
A. | there is no competition. |
B. | the print pages are quicker and easier to use than the Internet. |
C. | they are more mobile than other information sources. |
D. | they have excellent coverage of geographic segments. |
E. | there are no delivery costs. |
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178. | One advantage of using the yellow pages as an advertising medium is
A. | there is no competition. |
B. | the print pages are quicker and easier to use than the Internet. |
C. | they have a long life span/use period. |
D. | they are more mobile than other information sources. |
E. | there are no delivery costs. |
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179. | One advantage of using the yellow pages as an advertising medium is
A. | their short life span. |
B. | they are used more than 150 billion times annually. |
C. | the print pages are quicker and easier to use than the Internet. |
D. | they are more mobile than other information sources. |
E. | they are available 24 hours a day 365 days per year. |
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180. | One disadvantage of using the yellow pages as an advertising medium is
A. | the proliferation of directories in many cities. |
B. | they have extensive accountability and ROI metrics. |
C. | the ads are perishable. |
D. | few households with telephones have them. |
E. | they have high delivery costs. |
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181. | One disadvantage of using the yellow pages as an advertising medium is
A. | there is no similar competition. |
B. | the ads are perishable. |
C. | few households with telephones have them. |
D. | they have high delivery costs. |
E. | they are difficult to keep up to date. |
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182. | One disadvantage of using the yellow pages as an advertising medium is
A. | there is no similar competition. |
B. | they are facing increasing public concern about the environmental impact of their paper-based print versions. |
C. | the ads are perishable. |
D. | few households with telephones have them. |
E. | they have high delivery costs. |
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183. | Yellow pages publishers are facing increasing public concern about
A. | the competition among directories. |
B. | the lack of online yellow pages. |
C. | the difficulty of keeping the ads up-to-date. |
D. | the environmental impact of the directories. |
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184. | The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device is known as
B. | online advertising options. |
D. | click fraud prevention. |
E. | national online campaigns. |
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185. | One advantage of using the Internet as an advertising medium is
A. | there is no need to segment markets. |
B. | it has video and audio capabilities similar to television. |
C. | there are no real costs except computers used for initial encoding. |
D. | online ads almost always result in a "click," an action that leads to the purchasing of a product. |
E. | messages are automatically translated into multiple languages. |
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186. | One advantage of using the Internet as an advertising medium is
A. | there is no need to segment markets. |
B. | messages are automatically translated into multiple languages. |
C. | there are no real costs except computers used for initial encoding. |
D. | online ads almost always result in a "click," an action that leads to the purchasing of a product. |
E. | it can use animation to capture attention. |
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187. | One advantage of using the Internet as an advertising medium is
A. | there is no need to segment markets. |
B. | messages are automatically translated into multiple languages. |
C. | Internet advertising can use rich media to create interactive ads. |
D. | there are no real costs except computers used for initial encoding. |
E. | online ads almost always result in a "click," an action that leads to the purchasing of a product. |
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188. | One advantage of using the Internet as an advertising medium is
A. | there is no need to segment markets. |
B. | messages are automatically translated into multiple languages. |
C. | there are no real costs except computers used for initial encoding. |
D. | online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication. |
E. | online ads almost always result in a "click," an action that leads to the purchasing of a product. |
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189. | Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as
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190. | There are a variety of online advertising options. The most popular are
A. | free search, classifieds, interactives, and interstitials. |
B. | free search, banner ads, spamming, and video. |
C. | wikis, RSS feeds, interstitials, and cookies. |
D. | paid search, banner ads, classified ads, and video. |
E. | pop-ups, paid search, streaming video, and spamming. |
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191. | The fastest growing form of Internet advertising is
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192. | Experts estimate that consumers conduct approximately __________ searches each month.
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193. | Because of consumer "banner blindness," the current click-through rate is __________ percent.
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194. | One disadvantage of using the Internet as an advertising medium is
A. | as a relatively new medium, it has attracted limited use. |
B. | it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. |
C. | the effectiveness of online advertising is still uncertain. |
D. | it often creates more traffic than a firm can actually handle. |
E. | pay-per-click search ads on Google are expensive and ineffective. |
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195. | One disadvantage of using the Internet as an advertising medium is
A. | technical and administrative standards for the various online advertising formats are still evolving. |
B. | as a relatively new medium, it has attracted limited use. |
C. | pay-per-click search ads on Google are expensive and ineffective. |
D. | it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. |
E. | it often creates more traffic than a firm can actually handle. |
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196. | One disadvantage of using the Internet as an advertising medium is
A. | as a relatively new medium, it has attracted limited use. |
B. | online ads don't always result in a "click," but increase the likelihood of an action that leads to seeking more information about or purchasing of a product. |
C. | pay-per-click search ads on Google are expensive and ineffective. |
D. | it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. |
E. | it often creates more traffic than a firm can actually handle. |
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197. | Which of the following statements about online advertising is most accurate?
A. | It is easier to measure the impact of online advertising than other media. |
B. | Although annoying, click fraud and web-tipping are not causing real financial damage. |
C. | Although popular with younger generations, few baby boomers order online. |
D. | Standards for the various formats used online are still evolving. |
E. | One way online companies benefit is through employing PTR in order to increase site traffic. |
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198. | The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
A. | deceptive advertising. |
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199. | A form of click fraud is called PTR, which is an acronym for
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200. | Software programs called __________ are a form of click fraud where the software is used to produce automatic clicks on ads.
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201. | Two of the largest portals for Internet advertising are
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202. | Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called
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203. | The most common form of outdoor advertising is
B. | point-of-purchase display. |
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204. | One advantage of using billboards as an advertising medium is
A. | it is environmentally friendly. |
B. | it has universal appeal. |
C. | it is particularly suited to national campaigns. |
D. | it has good reach and frequency. |
E. | it is especially suited for persuasive advertisements. |
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205. | One advantage of using billboards as an advertising medium is
A. | it is environmentally friendly. |
B. | it is relatively low cost. |
C. | it has universal appeal. |
D. | it is particularly suited to national campaigns. |
E. | it is especially suited for pioneering product advertisements. |
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206. | One advantage of using billboards as an advertising medium is
A. | it is environmentally friendly. |
B. | it has universal appeal. |
C. | it is particularly suited to national campaigns. |
D. | it is especially suited for persuasive advertisements. |
E. | it has high visibility. |
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207. | Which of the following statements regarding billboards is most accurate?
A. | Billboards are a good supplemental reinforcement for well-known products. |
B. | Billboards are well-suited for pioneering product advertising. |
C. | Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. |
D. | Billboards are often too expensive for small local firms and are better suited for national campaigns. |
E. | Billboards are more effective in rural areas than in metropolitan areas. |
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208. | Which of the following statements regarding billboards is most accurate?
A. | Billboards offer opportunity for lengthy advertising copy. |
B. | Billboards are not a good supplemental reinforcement for well-known products. |
C. | Billboards are well-suited for pioneering advertising. |
D. | Billboard sites depend on traffic patterns and sight lines. |
E. | Billboards are often too expensive for small local firms and are better suited for national campaigns. |
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209. | Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are referred to as
A. | transportation messages. |
B. | public service announcements. |
E. | transport advertising. |
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210. | Which of the following statements regarding transit advertising is most accurate?
A. | The growth in mass transit is declining in major cities. |
B. | In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy. |
C. | Selectivity in transit advertising is unavailable to advertisers that want to buy space by neighborhood or bus route. |
D. | Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving. |
E. | Transit advertising is a form of indoor advertising in stadiums, buses, etc. |
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211. | Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of
E. | transportation advertising. |
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212. | Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of
B. | place-based billboards. |
E. | transportation advertising. |
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213. | Digital billboards allow advertisers to quickly present __________ ads, which are based on current events, weather, business conditions, etc.
A. | local and national news |
B. | public service announcements |
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214. | A recent study found that __________ percent of U.S. residents can be reached daily through outdoor advertising.
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215. | As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors' offices, health clubs, or theaters, which are referred to as
B. | electronic advertising. |
D. | cooperative advertising. |
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216. | As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called
A. | out-of-home advertising. |
C. | electronic advertising. |
E. | cooperative advertising. |
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217. | Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of
B. | social network advertising. |
E. | cooperative advertising. |
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218. | There are three key factors when selecting the media for an advertising campaign: (1) __________, (2) the product's attributes, (3) and cost.
B. | the sustainability of the message |
C. | the reputation of the prospective media firm |
D. | the media habits of the target audience |
E. | the length of time required to get the message across |
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219. | 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) __________.
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 |
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220. | In terms of scheduling advertising, buyer turnover refers to
A. | the amount of time between repeat purchases for a given product. |
B. | how often new buyers enter the market to buy a product. |
C. | the amount of time for a buyer to enter and exit a product's life cycle. |
D. | how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. |
E. | the ratio of repeat purchases to the number of buyers for an offering. |
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221. | In terms of scheduling advertising, purchase frequency refers to
A. | the number of times a buyer tries a product before becoming a brand-loyal customer of the firm's product. |
B. | the number of times a buyer purchases a product during its life cycle. |
C. | how often a consumer will try competitive brands before becoming a brand-loyal customer of the firm's product. |
D. | how frequently a product is purchased over a particular time period. |
E. | the idea that the more frequently the product is purchased, the less advertising repetition is required. |
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222. | In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
C. | the brand awareness rate. |
E. | the recall dissipation rate. |
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223. | The three approaches to setting advertising schedules are
A. | flexible, seasonal, and continuous. |
B. | spontaneous, continuous, and intermittent. |
C. | continuous, flighting, and pulse. |
D. | day time, prime time, and off-peak. |
E. | sporadic, intermittent, and infrequent. |
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224. | A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as
A. | a continuous schedule. |
E. | an unceasing schedule. |
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225. | Continuous scheduling would most likely be used for advertising
D. | bathroom cleaning supplies. |
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226. | A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.
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227. | Flighting schedules would most likely be used for advertising
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228. | A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as
A. | a continuous schedule. |
E. | an intermittent schedule. |
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229. | Some studies show that __________ are superior to other advertising strategies.
C. | opportunistic schedules |
E. | intermittent schedules |
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230. | Pulse scheduling would most likely be used for advertising
A. | bathroom cleaning supplies. |
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231. | Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as
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232. | Pretest refers to a
A. | test conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. |
B. | test conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. |
C. | test conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. |
D. | test conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. |
E. | sample ad campaign submitted by competing advertising agencies before receiving a formal contract for that account. |
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233. | Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.
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234. | In __________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
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235. | 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, takes place during
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236. | A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called
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237. | The most sophisticated form of pretest is the
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238. | A full-service agency
A. | provides the most complete range of services. |
B. | is compensated by a contractual arrangement. |
C. | provides a range of services from limited to full. |
D. | avoids a integrated marketing approach. |
E. | engages only in social media strategies. |
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239. | A limited-service agency
A. | provides the most complete range of services. |
B. | is compensated by a contractual agreement. |
C. | provides a range of services from limited to full. |
D. | avoids a integrated marketing approach. |
E. | engages only in social media strategies. |
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240. | An in-house agency
A. | provides the most complete range of services. |
B. | is compensated by a contractual arrangement. |
C. | provides a range of services from limited to full. |
D. | avoids a integrated marketing approach. |
E. | engages only in social media strategies. |
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241. | A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
A. | limited-service agency |
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242. | A full-service advertising agency is
A. | an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design. |
B. | an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. |
C. | an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. |
D. | a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. |
E. | one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money. |
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243. | An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as
A. | a full-service agency. |
C. | a modified-service agency. |
E. | a limited-service agency. |
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244. | Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies), or providing Internet services (Internet agencies) are referred to as
A. | full-service agencies. |
C. | modified-service agencies. |
E. | limited-service agencies. |
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245. | A limited-service agency is
A. | an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design. |
B. | an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing Internet services. |
C. | an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. |
D. | a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. |
E. | one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money. |
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246. | An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as
A. | a full-service agency. |
C. | a modified-service agency. |
D. | a limited-service agency. |
E. | a sales promotion firm. |
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247. | When a company uses __________, it is using its own advertising staff to provide the advertising services needed by the company.
B. | a promotion department |
E. | a limited-service agency |
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248. | The company's own advertising staff, which may provide full services or a limited range of services, is referred to as
C. | a full-service agency. |
D. | a limited-service agency. |
E. | a promotion department. |
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249. | 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
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250. | All of the following are examples of posttests except
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251. | There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.
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252. | There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.
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253. | There are five common approaches to posttests: aided recall, unaided recall, __________, inquiry tests, and sales tests.
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254. | There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.
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255. | An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad, is
B. | a prompted response test. |
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256. | A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly 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.
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257. | Which of the following statements about inquiry tests is most accurate?
A. | In 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. |
B. | In inquiry tests, 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. |
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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258. | Which of the following statements about sales tests is most accurate?
A. | In sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. |
B. | In sales 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. | Sales tests involve studies such as controlled experiments and consumer purchase tests to measure retail sales. |
D. | In a sales 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 a sales 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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259. | Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of
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260. | Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.
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261. | Sales promotion expenditures account for __________ percent of all promotional spending.
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262. | Consumer-oriented sales promotions are
A. | sales tools used to support a company's advertising and personal selling directed to ultimate consumers. |
B. | promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. |
C. | methods used to get a nonpersonal, indirectly paid presentation of a company or its products. |
D. | advertisements that show actual consumers using the product. |
E. | sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. |
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263. | Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as
A. | trade-oriented sales promotions. |
B. | manufacturers' promotions. |
D. | consumer-oriented sales promotions. |
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264. | Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's
A. | advertising and public relations. |
B. | advertising and personal selling. |
C. | personal selling and public relations. |
D. | personal selling and direct marketing. |
E. | advertising and direct marketing. |
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265. | When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of
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266. | Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as
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267. | For marketers, the primary objective of coupons is to
A. | increase foot traffic in supermarkets. |
B. | encourage repeat purchases. |
C. | stimulate demand or encourage trial. |
D. | retaliate against competitor's actions. |
E. | minimize brand-switching. |
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268. | All of the following statements are true about coupons except
A. | coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons. |
B. | companies have decreased their use of coupons as redemption rates have fallen. |
C. | the number of coupons generated at Internet sites and on mobile phones has been increasing. |
D. | online coupons only account for a small percentage of total coupon redemptions. |
E. | most coupons are distributed as freestanding inserts in newspapers. |
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269. | All of the following statements are true about coupons except
A. | couponing can reduce gross revenues by lowering the price paid by already-loyal consumers. |
B. | the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers. |
C. | studies suggest that market share does increase during the period immediately after coupons are distributed. |
D. | recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons. |
E. | the redemption rate for online coupons is substantially higher than other forms of coupons. |
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270. | All of the following add to the costs of coupons except
E. | the advertisement to deliver it. |
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271. | Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.
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272. | A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.
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273. | Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a
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274. | The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?
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275. | Leading up to Super Bowl weekend, Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges then selects the finalists, posts the submissions on the Doritos Facebook page, and opens up voting by the public. Which type of sales promotion is Doritos using?
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276. | A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a
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277. | What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged?
A. | BuyOneGetOne (BOGO) deal |
B. | self-liquidating premium |
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278. | All of the following are the most popular premiums except
B. | toys for dogs and cats. |
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279. | McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a
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280. | McDonald's offered collectible toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a
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281. | The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a
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282. | A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a
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283. | When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a
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284. | A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a
E. | public relations campaign. |
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285. | For marketers, the primary objective of a contest is to
A. | demonstrate product use. |
B. | 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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286. | Which sales promotion tool is the best match for the growth in consumer- (or user-) generated content?
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287. | The Doritos "Crash the Super Bowl" sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a
D. | sponsor-generated content. |
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288. | During the Pillsbury Bake-Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, Florida, to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.
E. | public relations campaign |
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289. | "Inspired by Threads—A Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.
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290. | A popular NPR radio show encourages listeners to solve a puzzle 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
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291. | Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
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292. | For marketers, the primary objective of a sweepstakes is to
A. | generate store traffic. |
B. | retaliate against competitors' actions. |
C. | encourage present customers to buy more and minimize brand-switching behavior. |
E. | encourage retailer support. |
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293. | Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers
A. | double or triple the face value of a coupon as the prize. |
B. | a free sample of the firm's product as the prize. |
C. | an "experience" as the prize. |
D. | a cash rebate for the purchase of the firm's product as the prize. |
E. | a BuyOneGetOne (BOGO) deal as the prize. |
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294. | The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ sales promotion.
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295. | Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.
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296. | McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?
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297. | Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as
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298. | Sampling is an appropriate strategy for which type of products?
A. | products that are classified as shopping goods |
C. | commodity products such as salt, sugar, and baking soda |
D. | products that are perishable |
E. | products that are classified as specialty goods |
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299. | Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called
A. | a self-liquidating premium. |
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300. | When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?
D. | a point-of-purchase display |
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301. | Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?
A. | Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave. |
B. | Provide a premium to build customer goodwill by receiving reduced-price merchandise. |
C. | Have a sign that will be placed on the grocer's freezer where the product is offered for sale. |
D. | Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. |
E. | Use a demonstrator hired by the company to prepare the snack in a grocery store and give away samples of the snack to shoppers as they pass by. |
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302. | Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?
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303. | A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
B. | a product enhancement. |
E. | experiential decoding. |
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304. | The most popular loyalty programs today are __________ reward programs.
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305. | A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?
A. | a loyalty program that allows buyers to earn free food after making 10 purchases |
B. | a two-for-the-price-of-one deal that is only offered on New Year's Eve |
C. | a coupon for a free soft drink with a gyro purchase |
D. | a game with food prizes |
E. | free Extra Juicy Gyro samples at local fairs and concerts |
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306. | A sales promotion prominently displayed in a store aisle is called __________ display.
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307. | For marketers, the primary objective of a point-of-purchase display is to
A. | eliminate the need for any special pricing promotion. |
B. | retaliate against competitors' actions. |
C. | encourage present customers to buy more. |
D. | build business inventory. |
E. | increase product trial and provide in-store support for other promotions. |
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308. | A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a
C. | point-of-purchase display. |
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309. | Some studies estimate that __________ percent of a consumer's buying decisions are made in the store.
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310. | Virgin Mobile, a mobile communications service provider, recently offered consumers a __________ of $100 when they purchased a computer and a printer.
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311. | The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as
D. | a partnership promotion. |
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312. | Product placement refers to
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. |
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313. | After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S, regretted not permitting its product to be used in the film. This is an example of
B. | subsidized advertising. |
D. | reverse product placement. |
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314. | In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of
D. | subliminal advertising. |
E. | a reverse product placement. |
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315. | A variation of product placement, called ______________________, brings fictional products to the marketplace.
C. | reverse product placement |
D. | trade-oriented sales promotion |
E. | subliminal advertising |
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316. | Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: (1) allowances and discounts, (2) __________, and (3) training of distributor's sales forces.
B. | cooperative advertising |
C. | pioneering advertising |
D. | competitive advertising |
E. | comparative advertising |
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317. | Trade 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's products. |
C. | advertisements that show actual consumers using the product in a barter or countertrade situation. |
D. | sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. |
E. | sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling. |
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318. | Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as
A. | trade-oriented sales promotions. |
B. | consumer-oriented promotions. |
C. | reseller-oriented promotions. |
D. | wholesaler-oriented promotions. |
E. | retailer-oriented promotions. |
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319. | A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.
A. | organizational allowance |
D. | manufacturer's inducement |
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320. | The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as
A. | an organizational allowance. |
B. | a merchandise allowance. |
E. | a manufacturer's inducement. |
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321. | A discount on each case ordered during a specific period of time is referred to as a
B. | merchandise allowance. |
E. | manufacturer's inducement. |
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322. | A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.
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323. | A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a
B. | promotional allowance. |
C. | merchandise allowance. |
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324. | A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period, is referred to as a __________ stock protection program.
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325. | A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a
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326. | 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
A. | trade promotion programs. |
B. | consumer promotion programs. |
C. | cooperative advertising programs. |
D. | cause-related marketing programs. |
E. | shared-responsibility programs. |
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327. | Cooperative advertising refers to
A. | advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. |
B. | advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. |
C. | advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall. |
D. | advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. |
E. | advertising paid for by several unrelated firms to promote a worthy cause such as cancer research. |
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328. | While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of
C. | cooperative advertising. |
D. | a merchandise allowance. |
E. | specialty advertising. |
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329. | A hardware store owner placed an advertisement for Sylvania LED 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 to place the ad in the paper. Sylvania was using __________ to promote its products.
A. | strategic channel partnership |
B. | cooperative advertising |
D. | reseller consumer promotion |
E. | manufacturer incentive advertising |
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330. | All of the following statements regarding the training of distributors' sales forces are true except
A. | a manufacturer's success often depends on the ability of its resellers' sales forces to represent its products. |
B. | manufacturers also develop incentive and recognition programs to motivate a reseller's salespeople to sell their products. |
C. | intermediaries can perform customer contact and selling functions for the producers they represent. |
D. | both retailers and wholesalers employ and manage their own sales personnel. |
E. | resellers' sales forces are often more sophisticated and knowledgeable about a manufacturer's products. |
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331. | 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. |
C. | short-term inducements of value offered to arouse interest in buying a product or service. |
D. | methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. |
E. | free space or time donated by the media. |
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332. | Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as
A. | promotional strategies. |
B. | cooperative advertising. |
D. | market-oriented promotions. |
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333. | All of the following are publicity tools except
A. | high-visibility individuals. |
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334. | In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.
E. | public trade announcement |
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335. | The objective of __________ is to inform a newspaper, radio station, or other media of an idea for a story.
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336. | A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it 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?
B. | public trade announcement |
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337. | An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?
E. | public service announcement |
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338. | A common publicity tool is the __________, in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.
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339. | A news conference is
A. | an announcement regarding changes in a company or product line. |
B. | free space or time in a newspaper or on a broadcast medium. |
C. | a publicity tool that utilizes high-visibility individuals in lobbying activities. |
D. | a meeting of top news executives to decide advertising policy. |
E. | an informational meeting to which representatives of the media are invited. |
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340. | News conferences would most likely be used during which stage of a product's life cycle?
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341. | When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a
E. | cooperative advertisement. |
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342. | A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a
A. | public service announcement. |
B. | cooperative advertisement. |
C. | cause-related publicity tool. |
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343. | During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a __________, in which the media donated free space and airtime.
C. | public service announcement |
D. | cooperative advertisement |
E. | charitable advertisement |
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344. | The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as
E. | government regulation. |
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345. | 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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346. | When Google chose a new model for its advertising, it decided to
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 customers' preferences for color, music, and fonts based on information obtained from cookies. |
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. |
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347. | Google's first search engine was called
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348. | Google's mission is to
A. | receive 20 billion inquiries each day. |
B. | be the first company to generate $100 billion in revenues every year. |
C. | be the most socially responsible company on earth. |
D. | obtain corporate sustainability by the year 2020. |
E. | organize the world's information and make it universally accessible and useful. |
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349. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."
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350. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."
D. | what you are afraid of |
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351. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than
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352. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."
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353. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 6 states, "You can make money without
D. | cheating the other guy." |
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354. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."
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355. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 8 states, "The need for information
A. | is the next frontier." |
B. | is the power behind change." |
D. | separates the winners from the losers." |
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356. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without
E. | losing your sense of humor." |
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357. | Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."
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358. | Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.
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359. | An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.
A. | objective; measurability |
B. | measurable; effectiveness |
C. | unbiased; impartiality |
D. | detached; measurability |
E. | independent; traceability |
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360. | The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are search, __________, classified, referral, and e-mail.
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361. | Google is the dominant provider of online search requests and receives more than __________ percent of the search advertising revenue.
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362. | Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.
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363. | Google developed __________, two business practice tools, to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.
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364. | To help advertisers place ads based on their search-engine results, Google developed an online tool called
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365. | In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called __________ where advertisers pay only when somebody actually clicks on the ad and is delivered to their website.
A. | cost per thousand occurrences; cost-per-clack |
B. | cost per thousand incidences; cost-per-snap |
C. | cost per thousand impressions; cost-per-click |
D. | cost per thousand recurrences; cost-per-lead |
E. | cost per thousand frequencies; cost-per-hit |
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366. | Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.
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367. | One of the tools Google is using to pursue its goal of increasing its display advertising business is called
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368. | Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.
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Short Answer Questions
369. | Describe the three forms of product advertisements. What are their objectives?
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370. | List and briefly describe the four forms of institutional advertising.
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371. | What are the steps to develop an advertising program?
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372. | Most advertising messages are made up of both informational and persuasive elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.
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373. | What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?
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374. | 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).
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375. | List two advantages and two disadvantages of using television, radio, magazines, and newspapers for advertising.
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376. | List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.
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377. | Identify the three different approaches used to schedule advertising.
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378. | List and describe the three types of pretests that can be conducted before advertising is placed in the media.
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379. | Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.
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380. | Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.
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381. | What is the difference between a coupon and a deal?
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382. | A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?
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383. | What is the difference between a contest and sweepstakes?
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384. | What is a point-of-purchase display? Discuss two reasons firms use them.
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385. | What is a product placement? What is a reverse product placement?
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386. | What is cooperative advertising?
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387. | What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?
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