Q&A Hero

Q: 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 B. guilt appeals C. family appeals D. fear appeals E. coercive appeals

Q: Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue. A. 30 percent B. 40 percent C. 50 percent D. 60 percent E. 70 percent

Q: The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal? A. reminder B. fear C. sex D. pioneering E. guilt

Q: 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. A. show B. track C. monitor D. explain E. display

Q: 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. Do not make the appeal so strong that consumers will want to tune out the message. D. Avoid any reference to death or dying. E. Make sure to emphasize that the outcome rests in the viewers' hands.

Q: 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

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

Q: Google generates revenue by offering online __________ opportunities next to search results or on specific web pages. A. advertising B. sales promotion C. banking D. publishing E. store

Q: Information and persuasive content can be combined to form which common advertising appeals? A. sex, fear, and humor appeals B. guilt, financial risk, and self-esteem appeals C. demographic, psychographic, and lifestyle appeals D. guilt, fear, and self-worth appeals E. gender, ethnicity, and reference group appeals

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough." A. Second B. Satisfying customers C. Making money D. Beating Apple E. Great

Q: 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.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without __________." A. having an attitude B. a PhD C. a MBA D. a suit E. losing your sense of humor

Q: An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions. A. emotional aspects B. price points C. psychological aspects D. financial risks E. key benefits

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________." A. is the next frontier B. is the power behind change C. is insatiable D. separates the winners from the losers E. crosses all borders

Q: GoDaddy Super Bowl Ad __________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history. A. reinforcement B. online C. Super Bowl D. competitive E. cooperative

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there." A. information B. competition C. opportunity D. money to be made E. customers to serve

Q: For Super Bowl XLVII (2013), there were about __________ viewers. A. 1.2 million B. 3.8 million C. 68 million D. 111 million E. 3.8 billion

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, "You can make money without __________." A. a MBA B. doing evil C. compromising ethics D. cheating the other guy E. working 24/7

Q: In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2014, the cost had soared to $4 million for a 30-second spot. The most likely reason for the escalating cost is that A. the number of TV viewers for the Super Bowl since 1990 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 long.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer." A. be an Einstein B. ask a question C. be in need D. be at your desk E. be on your computer

Q: 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

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________." A. last B. perfect C. slow D. accurate E. pretty fast

Q: 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 B. time constraints C. pricing constraints D. target audiences E. advertising objectives

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well." A. one thing B. everything C. whatever you love D. what you are afraid of E. your job

Q: 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. Understanding the demographics of the target market is essential.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 and attitudes of the target market is essential.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow." A. prize B. bottom line C. user D. seller E. brand

Q: The first decision in developing an advertising program is to A. set the budget. B. specify the advertising objectives. C. identify the target audience. D. select the appeal. E. select the media.

Q: 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 2015. E. organize the world's information and make it universally accessible and useful.

Q: An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising. A. competitive institutional B. competitive product C. advocacy D. pioneering product E. reminder institutional

Q: Google's first search engine was called __________. A. Pack Rat B. Back Rub C. Rub Down D. Black Eye E. Googolplex

Q: The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n) __________ advertisement. A. reminder institutional B. competitive institutional C. pioneering institutional D. advocacy E. subliminal institutional

Q: When Google chose a new model for its advertising, it decided toA. 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.

Q: 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.

Q: During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time. A. news release B. news conference C. public service announcement D. cooperative advertisement E. charitable advertisement

Q: The Beef Council promotes a series of ads in which the tag line 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(n) __________. A. reminder institutional ad B. pioneering institutional ad C. product institutional ad D. competitive institutional ad E. advocacy ad

Q: 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 D. news conference E. news release

Q: 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. A. competitive product B. product advocacy C. competitive institutional D. pioneering product E. pioneering institutional

Q: When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________. A. news release B. news conference C. promotional giveaway D. PSA E. cooperative advertisement

Q: Got Milk? Ad The "Got Milk?" ad shown above is an example of which type of advertising? A. reminder institutional B. competitive institutional C. pioneering institutional D. product advocacy E. product differentiation

Q: News conferences would most likely be used during which stage of a product's life cycle? A. introduction B. harvesting C. maturity D. growth E. decline

Q: America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads. A. competitive institutional B. competitive product C. advocacy D. pioneering product E. pioneering institutional

Q: A news conference is a(n) A. announcement regarding changes in a company or product line. B. free space or time in a newspaper or on a broadcast medium. C. publicity tool that utilizes high-visibility individuals in lobbying activities. D. meeting of top news executives to decide advertising policy. E. informational meeting to which representatives of the media are invited.

Q: 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.

Q: A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance. A. infomercial B. news release C. news conference D. news flash E. news huddle

Q: 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 to sell any one particular service the company provides. The ad is an example of __________ institutional advertising. A. competitive B. pioneering C. advocacy D. reminder E. political

Q: An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool? A. lobbying B. events management C. disclosure statement D. news release E. public service announcement

Q: When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers. A. competitive B. advocacy C. pioneering D. reminder E. stakeholder

Q: 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? A. news release B. public trade announcement C. lobbying D. news conference E. event management

Q: 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

Q: The objective of a(n) __________ is to inform a newspaper, radio station, or other medium of an idea for a story. A. infomercial B. news flash C. news release D. news broadcast E. news summary

Q: Bridgestone uses institutional __________ ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories. A. pioneering B. competitive C. reminder D. political E. advocacy

Q: In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line. A. trade announcement B. news release C. infomercial D. news conference E. public trade announcement

Q: An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n) A. competitive institutional advertisement. B. competitive product advertisement. C. reminder institutional advertisement. D. advocacy institutional advertisement. E. pioneering institutional advertisement.

Q: All of the following are publicity tools EXCEPT: A. high-visibility individuals. B. PSAs. C. news releases. D. contests. E. news conferences.

Q: 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.

Q: 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. C. public promotions. D. market-oriented promotions. E. publicity tools.

Q: Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements. A. pioneering B. competitive C. reminder D. political E. advocacy

Q: Publicity tools refer to 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.

Q: The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol, are __________ advertisements. A. advocacy B. pioneering C. competitive D. reminder E. political

Q: All of the following statements regarding the training of distributors' salesforces are true EXCEPT: A. a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products. B. manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products. C. intermediaries perform customer contact and selling functions for producers they represent. D. both retailers and wholesalers employ and manage their own sales personnel. E. resellers' salesforces are often more sophisticated and knowledgeable about a manufacturer's products than its own personnel.

Q: When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising? A. pioneering B. competitive C. reminder D. comparative E. advocacy

Q: A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products. A. strategic channel partnership B. cooperative advertising C. retail publicity D. reseller consumer promotion E. manufacturer incentive advertising

Q: Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using? A. reminder B. competitive C. pioneering D. advocacy E. objective

Q: 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.

Q: 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.

Q: All of the following are alternative forms of institutional advertisements EXCEPT: A. competitive B. public service C. reminder D. pioneering E. advocacy

Q: 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.

Q: There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and __________. A. sustainable B. philanthropic C. reminder D. persuasive E. informational

Q: A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________. A. carry allowance B. haulage allowance C. finance allowance D. case allowance E. freight allowance

Q: There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder. A. differentiation B. philanthropic C. pioneering D. competitive E. informational

Q: 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. A. level B. floor C. merchandise D. ground E. hedge

Q: There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder. A. differentiation B. pioneering C. persuasive D. philanthropic E. informational

Q: A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________. A. finance allowance B. promotional allowance C. merchandise allowance D. slotting fee E. failure fee

Q: There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder. A. sustainable B. persuasive C. philanthropic D. informational E. advocacy

Q: 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. A. complementary goods B. bonus goods C. BOGO D. free goods E. promotional allowance

Q: __________ advertising is often used to support the public relations plan or counter adverse publicity. A. Institutional B. Reminder C. Competitive D. Pioneering E. Objective

Q: A discount on each case ordered during a specific period of time is referred to as aA. functional allowance.B. merchandise allowance.C. case allowance.D. finance allowance.E. manufacturer's inducement.

Q: 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

Q: A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand. A. organizational allowance B. case allowance C. finance allowance D. manufacturer's inducement E. merchandise allowance

Q: Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements. A. product B. public service C. institutional D. reminder E. repositioning