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Exam 15: Advertising, Sales Promotion, and Public Relations

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Question 121

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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) C) and D)

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Question 122

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The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with

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

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

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Question 123

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One advantage of using the Internet as an advertising medium is

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

One disadvantage of using the yellow pages as an advertising medium is

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________.

-According to Figure 15-1 above, which of the following media alternatives has the SMALLEST amount of advertising expenditures?

Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together.

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

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?

Reinforcement ads are reminder ads that

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Some studies show that __________ are superior to other advertising strategies.

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________.

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 U.S.A. Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. 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 during the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the LOWEST CPM?

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

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

In terms of scheduling advertising, buyer turnover refers to

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.