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A competitive (or persuasive) 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) B) and C)
G) A) and E)

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A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?


A) better reach
B) more effective visuals
C) ads can be saved by consumers
D) better segmentation capability
E) more effective in conveying complex information

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

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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

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

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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.

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Pretests are conducted before the advert...

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A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.


A) continuous schedule
B) phased schedule
C) pulse schedule
D) turnover schedule
E) intermittent schedule

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

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An ad for Hydrozycut,an advanced weight loss formula by GNC,shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) __________.


A) rhetorical appeal
B) sex appeal
C) humorous appeal
D) appeal to self-esteem
E) fear appeal

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

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One of the advantages associated with radio as an advertising medium is that it


A) can target specific audiences.
B) has a long exposure time.
C) has a perishable message.
D) has an unlimited amount of advertising time available.
E) is relatively simple to convey complex messages.

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

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Interactive ads that have drop-down menus,built-in games,or search engines to engage viewers are referred to as __________.


A) rich media
B) banner ads
C) interactive media
D) pay-per-click ads
E) infotainment ads

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

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An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.


A) reinforcement
B) persuasive
C) comparative
D) informative
E) reminder

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

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A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug.This seat cushion is an example of a __________.


A) sample
B) deal
C) rebate
D) premium
E) coupon

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

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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?


A) lobbying
B) events management
C) disclosure statement
D) news release
E) public service announcement

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

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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.

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

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McDonald's Sales Promotion Image -As shown in the McDonald's Sales Promotion Image above,McDonald's partners with Hasbro each year to offer a Monopoly sales promotion that involves customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board.If a set of tokens match the color-coded properties,customers will win a cash prize of up to $1 million.Customers may also win Instant prizes redeemable for specific food or drink items.What is this popular sales promotion? A) lottery B) contest C) premium D) sweepstakes E) deal McDonald's Sales Promotion Image -As shown in the McDonald's Sales Promotion Image above,McDonald's partners with Hasbro each year to offer a Monopoly sales promotion that involves customers who purchase selected menu items will receive two tokens that correspond to the properties on the popular game board.If a set of tokens match the color-coded properties,customers will win a cash prize of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion?


A) lottery
B) contest
C) premium
D) sweepstakes
E) deal

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

Correct Answer

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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 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

F) All of the above
G) A) and B)

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A reinforcement 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) A) and B)
G) D) and E)

Correct Answer

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Advertisements basically consist of two types: __________ and __________.


A) prepurchase; postpurchase
B) promotional; reinforcement
C) promotional; informative
D) product; service
E) product; institutional

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

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The three primary types of product advertisement are pioneering,__________,and reminder.


A) informational
B) competitive
C) industrial
D) institutional
E) subliminal

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

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List two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.

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Television-Advantages: (1)reaches extrem...

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The key objective of a pioneering ad is to


A) promote a specific brand's features and benefits.
B) show one brand's strengths relative to those of competitors.
C) inform the target market.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

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

Correct Answer

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When Google chose a new model for its advertising,it decided to


A) 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.

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

Correct Answer

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