Q&A Hero

Q: 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. is difficult to use it to convey complex messages. E. has an unlimited amount of advertising time available.

Q: 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 predict that 3D televisions will be the preferred viewing devices by 2016. D. advertisers are increasingly interested in live events rather than programs likely to be recorded and watched later. 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.

Q: What is the term for households in which people only watch TV through a broadband connection? A. wasted coverage B. zero TV C. wireless TV D. multimedia TV E. media divergence

Q: One of the advantages associated with television as an advertising medium is that it A. has a short exposure time. B. is a low-cost medium. C. as an unlimited amount of advertising time available. D. can be used to convey complex messages. E. can use sight, sound, and motion.

Q: CPM Marketing Dashboard According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately A. $35. B. $121. C. $132. D. $165. E. $209.

Q: CPM Marketing Dashboard According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately A. $35. B. $120. C. $132. D. $165. E. $209.

Q: CPM Marketing Dashboard According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately A. $35. B. $121. C. $132. D. $165. E. $209.

Q: 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 U.S.A. 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 (television) 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 B. U.S.A. Today C. Bloomberg Businessweek D. Sports Illustrated E. Super Bowl

Q: 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 U.S.A. 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 during the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the LOWEST CPM? A. The Wall Street Journal B. U.S.A. Today C. Bloomberg Businessweek D. Sports Illustrated E. Super Bowl

Q: 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 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 (television) 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? A. reach B. frequency C. CPM D. rating E. GRP

Q: If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be? A. $1.00 B. $2.00 C. $2.50 D. $4.00 E. $5.00

Q: One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows: A. CPM = (Advertising cost ($) Audience size) 100. B. CPM = (Total revenue ($) Audience size) 1,000. C. CPM = (Total profit ($) Audience size) 100. D. CPM = (Advertising cost ($) Audience size) 1,000. E. CPM = (Total revenue ($) Audience size) 1,000,000.

Q: 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 A. GRP B. CPA C. TMP D. CPM E. CT

Q: With respect to advertising, CPM is defined asA. 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.

Q: Gross rating points (GRPs) are determined by the formula A. reach multiplied by frequency. B. reach multiplied by rating. C. rating multiplied by cost in dollars. D. cost divided by reach. E. cost divided by (reach multiplied by frequency).

Q: Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements. A. marketing channels B. brand extensions C. services D. ideas E. fad products

Q: 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 A. reach. B. frequency. C. gross rating points. D. cost per thousand. E. ratings.

Q: 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 __________. A. frequency B. CPM C. reach D. rating E. gross rating points

Q: The average number of times a person in the target audience is exposed to an advertisement is referred to as __________. A. the exposure rate B. GRPs C. frequency D. the hit rate E. CPM

Q: 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.

Q: 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 8:00 p.m. to 10:00 p.m. time period during the November sweeps period. What would be the movie's rating? A. 10 B. 20 C. 30 D. 40 E. 50

Q: In television or radio advertising, a rating refers to A. the number of different people or households exposed to an advertisement and they 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.

Q: The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________. A. gross rating points B. CPM C. reach D. rating E. share points

Q: 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? A. reach B. rating C. GRPs D. CPM E. frequency

Q: Which advertising medium uses circulation to describe its reach - the number of different people or households exposed to an advertisement? A. radio B. billboards C. television D. newspapers E. Internet

Q: The number of different people or households exposed to an advertisement is referred to as A. scope. B. share. C. CPM. D. rating. E. reach.

Q: 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 __________. A. revenues; costs B. exposure; costs C. rating; frequency D. rating; share E. CPM; GRP

Q: What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Q: 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 A. reach. B. frequency. C. costs. D. ratings. E. cost per share point.

Q: What is cooperative advertising?

Q: Figure 15-1 With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures? A. Internet B. television C. direct mail D. newspapers E. magazines

Q: What is a product placement? Give an example.

Q: Figure 15-1 According to Figure 15-1 above, which of the following media alternatives has the SMALLEST amount of advertising expenditures? A. newspapers B. radio C. magazines D. outdoor E. television

Q: What is a point of purchase display? Discuss two reasons why firms use them.

Q: Figure 15-1 According to Figure 15-1 above, which of the following media alternatives has the LARGEST amount of advertising expenditures? A. newspapers B. television C. direct mail D. Internet E. magazines

Q: What is the difference between a contest and a sweepstakes?

Q: Which of the following factors is LEAST relevant when selecting a particular medium for an advertisement? A. available budget. B. campaign objectives. C. the costs of alternative media. D. the message content. E. the type of product.

Q: 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?

Q: Choice of 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 B. audience preferences C. the costs of alternative media D. media spending by competitors E. available air time

Q: What is the difference between a coupon and a deal?

Q: The means by which an advertising message is communicated to the target audience is known as A. advertising media. B. reach and frequency. C. a source. D. CPM. E. GRP.

Q: Differentiate among full-service advertising agencies, limited-service advertising agencies, and in-house agencies as to the services provided.

Q: All of the following are difficulties associated with creating an actual advertising message 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.

Q: 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.

Q: For High-quality TV commercials, it typically costs about $354,000 to produce a(n) __________ ad. A. 15-second B. 30-second C. 60-second D. infomercial E. Super Bowl

Q: List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Q: The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that 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. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a __________ appeal. A. humorous B. cognitive C. rhetorical D. fear E. sex

Q: Identify the three different approaches used to schedule advertising.

Q: All of the following statements are true about using humorous appeals in advertising EXCEPT: A. Humorous content can be so strong that it causes viewers to tune out the message. B. Some studies suggest that humor wears out quickly, losing the interest of consumers. C. A problem with humorous appeals is that 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.

Q: List two advantages and two disadvantages of using yellow pages, the Internet, and billboards (outdoor) for advertising.

Q: While many commercials that use humorous appeals gain the attention of the audience, they A. may lose their effectiveness in varying degrees across cultures if used in a global campaign. B. contain no information to help consumers. C. do not appeal to either men or women. D. are best used over the long term to generate feelings of nostalgia. E. don't appeal to the Generation Y cohort.

Q: List two advantages and two disadvantages of using each of the following for advertising: television, radio, magazines, and newspapers.

Q: While many commercials that use humorous appeals gain the attention of the audience, they A. are most effective because they work so well for global campaigns. 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.

Q: 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).

Q: Geico ads that feature a talking pig, cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal? A. reminder B. fear C. humor D. sex E. cognitive

Q: What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Q: 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(n) __________. A. authoritarian appeal B. coercive appeal C. family appeal D. humorous appeal E. sex appeal

Q: Most advertising messages are made up of both informational and persuasional 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.

Q: An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydrozycut worked" when he lost 27 pounds. This ad is using a(n) __________. A. rhetorical appeal B. sex appeal C. humorous appeal D. appeal to self-esteem E. fear appeal

Q: What are the steps to develop an advertising program?

Q: Karl Lagerfeld Ad The Karl Lagerfeld ad shown above is an example of which type of appeal? A. reminder B. fear C. advocacy D. sex E. guilt

Q: List and briefly describe the four forms of institutional advertising.

Q: When Bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle," it is using which type of advertising appeal? A. reminder B. fear C. sex D. guilt E. self-esteem

Q: Describe the three forms of product advertisements. What are their objectives?

Q: Which of the following statements about using sex appeals in advertising is FALSE?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.C. Sexual content in ads do 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. While sex appeals are remembered widely by viewers, they fail to draw initial attention.

Q: Briefly describe how television and advertising on it has evolved over the years.

Q: 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.

Q: Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients. A. YouTube B. ClickBot C. eBay D. AuctionHit E. DoubleClick

Q: 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 the general public.

Q: One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________. A. AdPage B. AdSense C. AdRank D. AdWords E. AdSnap

Q: 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(n) __________. A. authoritarian appeal B. coercive appeal C. family appeal D. fear appeal E. sex appeal

Q: 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. A. AdPage B. AdLeaf C. AdWords D. AdRank E. AdSense

Q: 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 __________. A. rhetorical appeal B. baby boomer appeal C. humorous appeal D. fear appeal E. security appeal

Q: 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 an advertiser pays 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

Q: 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? A. humor B. fear C. sex D. nostalgic E. guilt

Q: To help advertisers place ads based on their search-engine results, Google developed an online tool called __________. A. AdPage B. AdLeaf C. AdTag D. AdWords E. AdRank

Q: 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 extreme or dangerous ideologies.

Q: Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue. A. AdWords; AdSense B. AdPage; AdSense C. AdLeaf; AdCall D. AdFolio; AdSummon E. AdRank; AdTag

Q: Life insurance companies like Prudential hope to get you to worry about how your loved ones will be provide for themselves once you have passed away. 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 __________. A. fear appeal B. rhetorical appeal C. life cycle appeal D. humorous appeal E. security appeal

Q: 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. A. PageLeaf B. PageFolio C. PageRank D. PageCall E. PageTag