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Exam 16: Advertising, Sales Promotion, and Public Relations

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Question 41

Multiple Choice

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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.

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

Correct Answer

verified

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Question 42

Multiple Choice

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

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Question 43

Multiple Choice

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Which of the following statements about comparative advertisements is most accurate?

When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?

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 email.

McDonald's offered collectible toys related to the release of the movie Incredibles 2 for free with the purchase of a Happy Meal. These collectibles are an example of a

The key objective of a pioneering ad is to

One disadvantage of using the Internet as an advertising medium is

A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

One problem with humorous appeals is that

Newspaper circulation and television ratings are measures of ________ in advertising.

While many commercials that use humorous appeals gain the attention of the audience, they

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that is imported into the United States from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure were delivered to consumers' doors via the Sunday newspaper. In addition to the coupon, what type of sales promotion was used here?

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 using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors: cooperative advertising, ________, and training of distributor's sales forces.

One disadvantage of using newspapers as an advertising medium is

The U.S. Air Force sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist. This is an example of a(n) ________ advertisement.