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Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.


A) pretests
B) double blind tests
C) efficacy trials
D) aided recall tests
E) sales tests

F) B) and C)
G) A) and B)

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A pioneering (or informational) ad


A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

F) None of the above
G) All of the above

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Frequency in advertising 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.

F) D) and E)
G) B) and D)

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Which of the following statements about online advertising is most accurate?


A) It is easier to measure the impact of online advertising than other media.
B) Although annoying, click fraud and web-tipping are not causing real financial damage.
C) Although popular with younger generations, few baby boomers order online.
D) Though all online ads may not result in "clicks," studies show they can still result in higher purchases and website traffic.
E) "Clickbots" can help eliminate fraud in online advertising.

F) None of the above
G) All of the above

Correct Answer

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Several hospitals placed signs on the inside door of bathroom stalls in their ladies' restrooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of


A) remote media.
B) social network advertising.
C) place-based media.
D) advocacy advertising.
E) cooperative advertising.

F) A) and D)
G) A) and C)

Correct Answer

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Today,there are two popular variations of sweepstakes: one offers products that consumers value as prizes and the other offers


A) double or triple the face value of a coupon as the prize.
B) a free sample of the firm's product as the prize.
C) an "experience" as the prize.
D) a cash rebate for the purchase of the firm's product as the prize.
E) a BuyOneGetOne (BOGO) deal as the prize.

F) A) and E)
G) B) and C)

Correct Answer

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Pulse scheduling would most likely be used for advertising


A) bathroom cleaning supplies.
B) breakfast cereal.
C) socks.
D) motor oil.
E) board games.

F) A) and E)
G) C) and D)

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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.

F) B) and E)
G) B) and C)

Correct Answer

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All of the following are alternative forms of institutional advertisements except which?


A) competitive
B) public service
C) reminder
D) pioneering
E) advocacy

F) A) and B)
G) B) and C)

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Trade promotions are


A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B) methods used to get a nonpersonal, indirectly paid presentation of a company's products.
C) advertisements that show actual consumers using the product in a barter or countertrade situation.
D) sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E) sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.

F) None of the above
G) A) and D)

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A recent Samsung Galaxy smartphone ad highlighted the advantages of its product relative to Apple's iPhone.What type of product advertisement is the Samsung ad?


A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive

F) A) and B)
G) None of the above

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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.

F) C) and D)
G) A) and E)

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In the film Runaway Bride,Julia Roberts boarded a FedEx truck.Another actor gave voice to FedEx's service guarantee,saying she will arrive "by 10 a.m.the next business day." This is an example of


A) a product placement.
B) product continuity.
C) a deal.
D) subliminal advertising.
E) a reverse product placement.

F) D) and E)
G) B) and E)

Correct Answer

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Flighting schedules would most likely be used for advertising


A) snowboards.
B) automobiles.
C) bottled water.
D) toothpaste.
E) bathroom cleaner.

F) A) and B)
G) None of the above

Correct Answer

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There are five common approaches to posttests,including which of these?


A) inquiry tests
B) jury tests
C) tracking tests
D) performance tests
E) comparison tests

F) A) and E)
G) B) and D)

Correct Answer

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


A) $35.
B) $121.
C) $132.
D) $165.
E) $209.

F) B) and D)
G) A) and C)

Correct Answer

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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 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 telecast 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

F) A) and D)
G) A) and C)

Correct Answer

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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) appeal.

F) None of the above
G) A) and B)

Correct Answer

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Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks,watching through her cable provider's on-demand services.She saw the same ads for CarMax and Verizon too many times to count.In advertising terms,CarMax and Verizon have achieved high ________ with viewers of this program.


A) reach
B) frequency
C) gross rating points
D) cost per thousand
E) ratings

F) C) and E)
G) D) and E)

Correct Answer

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All of the following are examples of posttests except which?


A) inquiry test
B) sales test
C) attitude test
D) unaided recall test
E) jury test

F) B) and C)
G) B) and E)

Correct Answer

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