Question 1

Do-it-Yourself advertising is a type of ________.

Accepted Answer

A)  user-generated content
B)  advocacy advertising
C)  sales promotion
D)  corrective advertising
E)  public service advertising

Question 2

Through ________,a firm outsources marketing activities to a community of users.

Accepted Answer

A)  crowdsourcing
B)  crowd-generated media
C)  inhouse marketing
D)  advertising agency contracts
E)  consumer-generated media

Question 3

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Accepted Answer

A)  pretesting
B)  attitudinal measures
C)  pulsing
D)  gross rating points (GRPs) 
E)  cost per thousand (CPM)

Question 4

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

Accepted Answer

A)  creative services
B)  account management
C)  new product development
D)  research and marketing services
E)  media planning

Question 5

Institutional advertising does not focus on a specific brand.

Accepted Answer

A) True 
 B)False

Question 6

Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs,including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country.This is an example of ________.

Accepted Answer

A)  lobbying
B)  guerrilla marketing
C)  sponsorship
D)  media relations
E)  internal PR

Question 7

Why might a company with a small advertising budget turn to guerilla marketing?

Accepted Answer

Guerrilla marketing involves "ambushing"...

Question 8

Which of the following is the type of advertising that the media run free of charge?

Accepted Answer

A)  product advertisements
B)  advocacy advertisements
C)  public service advertisements
D)  institutional advertisements
E)  local advertisements

Question 9

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.The use of this brand in this clean-up effort is an example of ________.

Accepted Answer

A)  lobbying
B)  corporate identity
C)  sponsorship
D)  a promotional product
E)  a premium

Question 10

Pulsing means scheduling ads evenly over a given period of time.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an example of Do-it-Yourself advertising?

Accepted Answer

A)  Toyota's presence in online communities
B)  Nike's Nike Plus running Web site
C)  MasterCard's use of "Priceless" commercials shot by customers
D)  Neiman Marcus's InCircle Rewards program for its best customers
E)  The Lexus Covenant aimed at creating customer delight

Question 12

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Accepted Answer

A)  price-off pack
B)  rebate
C)  special pack
D)  loyalty program
E)  premium

Question 13

Which of the following would be most useful if a firm has an immediate objective to achieve?

Accepted Answer

A)  public relations activities
B)  sales promotions
C)  out-of-home media
D)  sponsorships
E)  product placement

Question 14

Which of the following should be the first step of developing an advertising campaign?

Accepted Answer

A)  set the budget objectives
B)  establish the advertising message
C)  understand the target audience
D)  draft the creative brief
E)  select the execution format

Question 15

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Accepted Answer

A)  product advertising
B)  a sales promotion
C)  institutional advertising
D)  advocacy advertising
E)  retail advertising

Question 16

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

Accepted Answer

A)  product advertising
B)  brand placement
C)  institutional advertising
D)  advocacy advertising
E)  local advertising

Question 17

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Accepted Answer

A)  a continuous schedule
B)  sequencing
C)  segmenting
D)  flighting
E)  hard hitting

Question 18

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Accepted Answer

A)  out-of-home
B)  place-based
C)  branded entertainment
D)  banner
E)  pop-up

Question 19

When might a marketer be most likely to use informative advertising?

Accepted Answer

Informative ads might be used ...

Question 20

A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips.What sales promotion technique is being offered to this customer?

Accepted Answer

This customer has a coupon.Cou...

Exam 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Correct Answer
verified

A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips.What sales promotion technique is being offered to this customer?

Correct Answer
verified
This customer has a coupon.Cou...
View Answer

Pulsing means scheduling ads evenly over a given period of time.

Correct Answer
verified

Which of the following would be most useful if a firm has an immediate objective to achieve?

Correct Answer
verified

Institutional advertising does not focus on a specific brand.

Correct Answer
verified

Which of the following is an example of Do-it-Yourself advertising?

Correct Answer
verified

Which of the following is the type of advertising that the media run free of charge?

Correct Answer
verified

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Correct Answer
verified

Which of the following should be the first step of developing an advertising campaign?

Correct Answer
verified

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Correct Answer
verified

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Correct Answer
verified

Through ________,a firm outsources marketing activities to a community of users.

Correct Answer
verified

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

Correct Answer
verified

Do-it-Yourself advertising is a type of ________.

Correct Answer
verified

Correct Answer
verified

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Correct Answer
verified

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

Correct Answer
verified

Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs,including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country.This is an example of ________.

Correct Answer
verified

When might a marketer be most likely to use informative advertising?

Correct Answer
verified
Informative ads might be used ...
View Answer

Why might a company with a small advertising budget turn to guerilla marketing?

Correct Answer
verified
Guerrilla marketing involves "ambushing"...
View Answer

Exam 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Correct AnswerverifiedShow Answer

A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips.What sales promotion technique is being offered to this customer?

Correct AnswerverifiedThis customer has a coupon.Cou...View AnswerShow Answer

Pulsing means scheduling ads evenly over a given period of time.

Correct AnswerverifiedShow Answer

Which of the following would be most useful if a firm has an immediate objective to achieve?

Correct AnswerverifiedShow Answer

Institutional advertising does not focus on a specific brand.

Correct AnswerverifiedShow Answer

Which of the following is an example of Do-it-Yourself advertising?

Correct AnswerverifiedShow Answer

Which of the following is the type of advertising that the media run free of charge?

Correct AnswerverifiedShow Answer

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Correct AnswerverifiedShow Answer

Which of the following should be the first step of developing an advertising campaign?

Correct AnswerverifiedShow Answer

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Correct AnswerverifiedShow Answer

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

Correct AnswerverifiedShow Answer

Through ________,a firm outsources marketing activities to a community of users.

Correct AnswerverifiedShow Answer

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

Correct AnswerverifiedShow Answer

Do-it-Yourself advertising is a type of ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

Correct AnswerverifiedShow Answer

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

Correct AnswerverifiedShow Answer

Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs,including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country.This is an example of ________.

Correct AnswerverifiedShow Answer

When might a marketer be most likely to use informative advertising?

Correct AnswerverifiedInformative ads might be used ...View AnswerShow Answer

Why might a company with a small advertising budget turn to guerilla marketing?

Correct AnswerverifiedGuerrilla marketing involves "ambushing"...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified
This customer has a coupon.Cou...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Informative ads might be used ...
View Answer

Correct Answer
verified
Guerrilla marketing involves "ambushing"...
View Answer