Question 1

The 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 Birdseye lima beans." Birdseye is using a_________ to stimulate demand for its lima beans.

Accepted Answer

A)  deal
B)  coupon
C)  sample
D)  rebateE) None of the above
F) B) and D)

Question 2

Describe the four ways, discussed in the textbook, about how marketers can interact with user-generated content.

Accepted Answer

The answer of Describe the four ways, discussed in the...

Question 3

All of the following are correct statements about print newspapers and digital newspapers except:

Accepted Answer

A)  print versions are ready early in the day and after dinner
B)  print readership is up
C)  online newspapers is growing rapidly
D)  online versions are read immediately upon waking upE) C) and D)
F) A) and B)

Question 4

Audi staged an auto theft. They then asked consumers to blog their journeys. Participants became both the creator and individual for the brand message. What type of advertising is this?

Accepted Answer

A)  television
B)  user-generated media
C)  buzz marketing
D)  outdoorE) C) and D)
F) A) and B)

Question 5

An announcement that German pharmaceutical giant Bayer 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?

Accepted Answer

A)  news release
B)  sponsorship
C)  public service announcement
D)  lobbyingE) B) and C)
F) A) and B)

Question 6

The objective of institutional advertisements is to_________ , rather than promote a specific good or service.

Accepted Answer

A)  increase the total amount of products used
B)  support worthy charities
C)  increase frequency of purchases of new products
D)  build goodwill or an image for an organizationE) B) and D)
F) A) and D)

Question 7

One of the advantages of focusing on mobile advertising is:

Accepted Answer

A)  there are more phone users than Online users
B)  over 90 percent of phones have Online
C)  largest advertising market
D)  allows real-time, location-specific informationE) A) and D)
F) All of the above

Question 8

Using near-field communication (NFC) technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Accepted Answer

A)  individuals are more likely to use their smartphone to comparison shop
B)  two-thirds of purchases occur when checking out
C)  all phones today have an NFC chip
D)  the technology can allow for instant communication when someone interacts with the displayE) All of the above
F) A) and B)

Question 9

For marketers, the primary objective of a premium is to:

Accepted Answer

A)  increase trial and retaliate against competitors' actions.
B)  encourage present customers to buy more; minimize brand switching behaviour.
C)  encourage customers to return frequently or to use more of the product, and to build goodwill.
D)  encourage new product trial.E) A) and D)
F) None of the above

Question 10

McHale's Creative Inc. focuses specifically on social media content marketing for their clients. McHale's would be considered a:

Accepted Answer

A)  specific-service agency
B)  modified-service agency
C)  limited-service agency
D)  full-service agencyE) A) and B)
F) B) and C)

Question 11

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

Accepted Answer

A)  Pioneering
B)  Competitiv e
C)  Reminder
D)  AdvocacyE) C) and D)
F) B) and D)

Question 12

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Accepted Answer

A)  create a fear appeal.
B)  create a humorous appeal.
C)  avoid the possibility of the spokesperson's image changing.
D)  create a product ambiance that limits its appeal to older consumers.E) A) and B)
F) All of the above

Question 13

Billboard advertising is most effective for __________ advertising.

Accepted Answer

A)  advocacy
B)  comparativ e
C)  reminder
D)  pioneeringE) A) and D)
F) B) and D)

Question 14

Canadian Tire prefers an advertising approach where their own team creates, buys, and distributes advertisements. Canadian Tire uses which strategy?

Accepted Answer

A)  in-house agency
B)  intra-firm agency
C)  promotional department
D)  full-service agencyE) None of the above
F) C) and D)

Question 15

What are the differences between merchandise allowances, case allowances, and finance allowances?

Accepted Answer

The answer of What are the differences between merchandise allowances,...

Question 16

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

Accepted Answer

The answer of Differentiate among full-service advertising agencies, limited-service advertising...

Question 17

Pulse scheduling would most likely be used for advertising:

Accepted Answer

A)  socks.
B)  candy.
C)  breakfast cereal.
D)  bathroom cleaner.E) C) and D)
F) B) and C)

Question 18

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A)  The average radio listener spends close to 20 hrs/week listening to radio.
B)  There are over 700 radio stations in Canada.
C)  Radio reaches 72 percent of the population aged 12 and over in an average week.
D)  The peak radio listening time is during the night.E) All of the above
F) A) and D)

Question 19

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are ________ advertisements.

Accepted Answer

A)  advocacy
B)  competitive
C)  reminder
D)  pioneeringE) B) and C)
F) B) and D)

Question 20

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using:

Accepted Answer

A)  sex appeals.
B)  family appeals.
C)  fear appeals.
D)  humorous appeals.E) None of the above
F) B) and C)

Exam 17: Advertising, Sales Promotion, and Public Relations

Audi staged an auto theft. They then asked consumers to blog their journeys. Participants became both the creator and individual for the brand message. What type of advertising is this?

Correct AnswerverifiedShow Answer

One of the advantages of focusing on mobile advertising is:

Correct AnswerverifiedShow Answer

Describe the four ways, discussed in the textbook, about how marketers can interact with user-generated content.

Correct AnswerverifiedShow Answer

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using:

Correct AnswerverifiedShow Answer

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

Correct AnswerverifiedShow Answer

What are the differences between merchandise allowances, case allowances, and finance allowances?

Correct AnswerverifiedShow Answer

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a premium is to:

Correct AnswerverifiedShow Answer

Which of the following statements about radio as an advertising medium is true?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Canadian Tire prefers an advertising approach where their own team creates, buys, and distributes advertisements. Canadian Tire uses which strategy?

Correct AnswerverifiedShow Answer

Billboard advertising is most effective for __________ advertising.

Correct AnswerverifiedShow Answer

McHale's Creative Inc. focuses specifically on social media content marketing for their clients. McHale's would be considered a:

Correct AnswerverifiedShow Answer

The objective of institutional advertisements is to_________ , rather than promote a specific good or service.

Correct AnswerverifiedShow Answer

Pulse scheduling would most likely be used for advertising:

Correct AnswerverifiedShow Answer

Using near-field communication (NFC) technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Correct AnswerverifiedShow Answer

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are ________ advertisements.

Correct AnswerverifiedShow Answer

All of the following are correct statements about print newspapers and digital newspapers except:

Correct AnswerverifiedShow Answer

The 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 Birdseye lima beans." Birdseye is using a_________ to stimulate demand for its lima beans.

Correct AnswerverifiedShow Answer

An announcement that German pharmaceutical giant Bayer 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?

Correct AnswerverifiedShow Answer

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