Which of the following magazines is likely to have the greatest audience selectivity?

Which of the following magazines is likely to have the greatest audience selectivity?

a. Newsweek
b. Good Housekeeping
c. Cat Fancy
d. TV Guide


Answer: b. Good Housekeeping

______ is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.

______ is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.

a. Pioneering advertising
b. Advocacy advertising
c. Comparative advertising
d. Competitive advertising


Answer: b. Advocacy advertising

The logo of a sports and energy drink brand is splashed across the hood of a popular NASCAR driver's racing car. This is an example of ________ .

The logo of a sports and energy drink brand is splashed across the hood of a popular NASCAR driver's racing car. This is an example of ________ .

a. product placement
b. cause-related advertising
c. corporate sponsorship
d. competitive advertising


Answer: c. corporate sponsorship

Price reduction offered by manufacturers to intermediaries such as wholesalers and retailers are called ________ .

Price reduction offered by manufacturers to intermediaries such as wholesalers and retailers are called ________ .

a. kickbacks
b. trade allowances
c. push money
d. sampling refunds


Answer: b. trade allowances

A ________ is the best strategy for products such as sunscreen and bathing suits.

A ________ is the best strategy for products such as sunscreen and bathing suits.

a. continuous media schedule
b. flighted media schedule
c. seasonal media schedule
d. pulsing media schedule


Answer: c. seasonal media schedule

For products in the later stages of the product life cycle, ________ is used.

For products in the later stages of the product life cycle, ________ is used.

a. seasonal media schedule
b. flighted media schedule
c. flighted media schedule
d. continuous media schedule


Answer: d. continuous media schedule

The main focus of the advertisements for home gym equipment is the benefits the audience gains from exercise. These advertisements are using the ________ appeal.

The main focus of the advertisements for home gym equipment is the benefits the audience gains from exercise. These advertisements are using the ________ appeal.

a. convenience
b. environmental consciousness
c. environmental consciousness
d. health


Answer: d. health

_______ is intended to stimulate primary demand for a new product or product category.

_______ is intended to stimulate primary demand for a new product or product category.

a. Competitive advertising
b. Advocacy advertising
c. Advocacy advertising
d. Pioneering advertising


Answer: d. Pioneering advertising

In the context of advertising, the Federal Trade Commission does not:

In the context of advertising, the Federal Trade Commission does not:

a. provide for competitors to sue if ads show their products in an incorrect manner.
b. allow advertisers to falsely describe competitors' products in the ads.
c. apply prohibitions to advertisers making false claims about their own products.
d. allow comparative advertisements unless the competing brand was veiled and unidentified.


Answer: a. provide for competitors to sue if ads show their products in an incorrect manner.

When Rico turned on his TV at 3:00 this morning, he thought he'd stumbled onto a new talk show. But soon he realized that the "host" and "guest" were discussing only one topic: Super G Vitamins. The "guest" talked for almost 30 minutes about how the many benefits the vitamins offered, and frequently mentioned a 1-800 number where they could be ordered. Rico was most likely watching a(n) ________ .

When Rico turned on his TV at 3:00 this morning, he thought he'd stumbled onto a new talk show. But soon he realized that the "host" and "guest" were discussing only one topic: Super G Vitamins. The "guest" talked for almost 30 minutes about how the many benefits the vitamins offered, and frequently mentioned a 1-800 number where they could be ordered. Rico was most likely watching a(n) ________ .

a. infomercial
b. advocacy advertisement
c. advergame
d. podcast


Answer: a. infomercial

______ is intended to stimulate primary demand for a new product or product category.

______ is intended to stimulate primary demand for a new product or product category.

a. Advocacy advertising
b. Competitive advertising
c. Pioneering advertising
d. Advocacy advertising


Answer: c. Pioneering advertising

Which of the following is a shared disadvantage of newspaper advertising and billboard advertising?

Which of the following is a shared disadvantage of newspaper advertising and billboard advertising?

a. Both suffer from a lack of demographic selectivity.
b. Both are geographically selective and limited.
c. Both require long lead times.
d. Both are not especially flexible types of media.


Answer: a. Both suffer from a lack of demographic selectivity.

Which of the following is an advantage of advertising using outdoor media?

Which of the following is an advantage of advertising using outdoor media?

a. It offers high exposure frequency.
b. The effectiveness of an ad can be measured easily.
c. The noise level distracting the audience is low.
d. It has a high demographic selectivity.


Answer: a. It offers high exposure frequency.

Which of the following magazines is likely to have the greatest audience selectivity?

Which of the following magazines is likely to have the greatest audience selectivity?

a. Newsweek
b. Good Housekeeping
c. Cat Fancy
d. TV Guide


Answer: b. Cat Fancy

_______ is defined as the number of target customers who are exposed to a commercial at least once during a specific period.

_______ is defined as the number of target customers who are exposed to a commercial at least once during a specific period.

a. Click-through rate
b. Cost per contact
c. Reach
d. Click-through rate


Answer: c. Reach

Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as ________ .

Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as ________ .

a. guerrilla marketing
b. simulation gaming
c. advergaming
d. guerrilla marketing


Answer: c. advergaming

The commercials for a new, innovative tablet computer demonstrate its capabilities and inform customers of the benefits of the product for adults as well as a toy for children. These commercials are using ________ .

The commercials for a new, innovative tablet computer demonstrate its capabilities and inform customers of the benefits of the product for adults as well as a toy for children. These commercials are using ________ .

a. advocacy advertising
b. comparative advertising
c. institutional advertising
d. pioneering advertising


Answer: d. pioneering advertising

A crucial difference between advertising and sales promotion is that:

A crucial difference between advertising and sales promotion is that:

a. advertising has a measurable impact on purchase behavior, while sales promotion does not.
b. advertising offers consumers a reason to buy, while sales promotion offers an incentive to buy.
c. advertising costs money, while sales promotion is free.
d. advertising messages are controlled by marketers, while sales promotion messages are not.


Answer: b. advertising offers consumers a reason to buy, while sales promotion offers an incentive to buy.

________ is defined as an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

________ is defined as an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

a. Strategic corporate alliance
b. Comparative advertising
c. Corporate sponsorship
d. Cooperative advertising


Answer: d. Cooperative advertising

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called a(n) ________ .

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called a(n) ________ .

a. elevator pitch
b. unique selling proposition
c. product position
d. product attribute


Answer: b. unique selling proposition