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Marketing
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
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