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MKT-488-001 Test #3 JSU (Dr. Lee)

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

What does AAM stand for, in regards to circulation verification?

Alliance for Audited Media

Identify the advantages of magazine advertising. (Check all that apply) A) Readers can control the rate and duration of their exposure to magazine advertisements B) Consumer receptivity is higher in magazine advertising compared with broadcasting media C) Readers are not required to make an effort for an advertising message to have an impact D) Magazines are more effective than other media in offering reach and frequency

A & B

Which of the following are various creative options advertisers can use for additional fees when advertising in magazines? (Select all that apply) A) Bleed pages B) Gatefolds C) Full-color ads D) Selectivity

A & B

Annual reports are designed to do which of the following? (Check all that apply) A) To generate goodwill B) To paint a strictly positive picture of the company C) To encourage additional investments D) To provide only financial information

A & C

Identify the audience measurement information that helps measure the effectiveness of the Internet. (Check all that apply) A) Demographics B) Computer graphics C) Psychographics D) Engineering graphics

A & C

Which of the following are true in regards to catalogs? (Check all that apply) A) The number of catalogs mailed has decreased every year since 2007 B) Successful catalogs generally decrease online sales C) A sizable portion of marketers expect to increase their catalog mailings in the next few years D) Catalogs are designed to appeal to general audiences

A & C

Identify the disadvantages of miscellaneous alternative media. (Check all that apply) A) They increase the chances of wearout B) They cannot create awareness C) They generally have very high absolute and relative costs D) They can have a negative impact on an advertiser's image

A & D

Which of the following audiences constitute the internal audiences for PR efforts of a firm? (Check all that apply) A) Suppliers B) Governments C) Educators D) Customers

A & D

Identify the broadcast media that is available to direct marketers. (Select all that apply) A) Radio B) Television C) Door-to-door sales D) Magazine

A & B

In order to generate positive public relations, corporate executives serve on the boards of _____. A) Nonprofit organizations B) For-profit organizations C) Political organizations D) Governments

A) Nonprofit organizations

The first decade or so of the World Wide Web is commonly known as _____. A) Web 1.0 B) Web 2.0 C) Web 4.0 D) Web 3.0

A) Web 1.0

_____ advertising is designed to promote a position on a particular issue. A) Image B) Advocacy C) Cause-related

B) Advocacy

Identify the form of advertising media that accounted for about 8 percent of total advertising spending in the United States in 2018. A) Magazines B) Radio C) Newspapers D) Television

C) Newspapers

A figure that appears on the screen in an attempt to get consumers' attention when they access certain sites is known as a(n) _____. A) Interstitial B) Banner ad C) Pop-up D) Sponsorship

C) Pop-up

_____ is an example of a public relations effort undertaken by a firm in a community. A) Generating leads B) Engaging with a brand C) Preserving wetlands D) Surveying attitudes

C) Preserving wetlands

A form of product placement where a product is woven throughout a program or becomes the program itself is known as _____. A) Aerial advertising B) Guerrilla marketing C) Product integration D) Specialty advertising

C) Product integration

An advertising medium that uses items such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives to attract consumers is known as _____. A) Aerial advertising B) Guerrilla marketing C) Promotional products marketing D) Digital out-of-home advertising

C) Promotional products marketing

In a(n) _____ sponsorship, a company only pays to sponsor a section of a website, but in a(n) _____ sponsorship, the company also provides text or other material for use on the site. A) Indirect; producer B) Producer; indirect C) Regular; content D) Content; regular

C) Regular; content

A characteristic of newspapers and magazines is that they _____. A) Are highly intrusive B) Both have a short life span C) Require high reader involvement D) Cannot present detailed information

C) Require high reader involvement

The consolidation of the _____ has largely increased the power of retailers. A) Manufacturing industry B) Fast food industry C) Retail industry D) Advertising industry

C) Retail industry

The basic rates quoted by a newspaper are _____, which means the paper can place the ad on any page or in any position it desires. A) Flat rates B) Open-rate structures C) Run of paper (ROP) D) Preferred position rates E) Combination rates

C) Run of paper (ROP)

Retail personnel can attend classes conducted by manufacturers to increase their knowledge of a product or a product line in a trade-oriented promotion known as _____. A) Contests and incentives B) Trade allowances C) Sales training programs D) Salesperson education

C) Sales training programs

_____ involve(s) a range of methods whereby consumers are given some quantity of a product for no charge to induce trial. A) Sweepstakes B) Couponing C) Sampling D) Premiums

C) Sampling

In the direct-marketing industry, TV spots are referred to as _____. A) Support advertising B) Long-form programs C) Short-form programs D) Fast ads

C) Short-form programs

Identify an informal method of communication used by firms to create goodwill with their employees. A) Interviews B) Press conferences C) Social events D) Advertising

C) Social events

Identify a form of broadcast media most commonly used in direct-response advertising. A) Radio commercials B) Catalogs C) TV commercials D) Direct mail

C) TV commercials

A common form of transit advertising is advertising associated with _____. A) Restaurants B) Movie theaters C) Taxis D) Malls

C) Taxis

_____ serve(s) as the primary trade association of the industry. A) The American Public Transportation Association B) Competitive Media Reports C) The Outdoor Advertising Association of America

C) The Outdoor Advertising Association of America

_____ occurs when rates are based on a set average circulation that is nearly always below the actual circulation delivered by a given issue but carries no guarantee. A) Primary circulation B) Guaranteed circulation C) The circulation rate base system

C) The circulation rate base system

Identify a limitation of direct marketing. A) Gathering data on customers has been banned in some states B) It cannot personalize advertising messages C) The effectiveness of the marketing methods depends on the accuracy of the mailing lists used D) It cannot reliably evaluate the effectiveness of its marketing efforts

C) The effectiveness of the marketing methods depends on the accuracy of the mailing lists used

Identify an example of an external audience of a firm. A) The employees of a firm B) The suppliers of a firm C) The public at large D) The local community

C) The public at large

Which of the following is an advantage of using magazines as an advertising medium? A) They are more effective than other media in offering reach and frequency B) They have a shorter lead time compared with other media to place an ad C) They allow advertisers to be creative and enhance the appeal of an ad D) They do not face the problem of advertising clutter

C) They allow advertisers to be creative and enhance the appeal of an ad

In the context of direct marketing, identify a negative aspect of infomercials. A) They can only use the two-step approach B) They are required to display a symbol marking them as paid advertising C) They are criticized for being disguised as TV shows D) They are not helpful in increasing brand equity

C) They are criticized for being disguised as TV shows

Identify an accurate statement about gatefolds. A) They provide poor reproduction quality B) They are offered by all magazines C) They are sold at a premium price D) They do not require much lead time

C) They are sold at a premium price

A benefit of using newspapers as an advertising medium is that _____. A) They have a longer life span compared with magazines B) They are a selective medium in terms of lifestyle characteristics C) They can run ads in various sizes, shapes, and formats D) Their reproduction quality is far superior than that of magazines

C) They can run ads in various sizes, shapes, and formats

Why are educators considered a target audience by firms in the development of a PR program? A) They help diversified companies establish an identity for the parent firm B) They help boost employee morale C) They control the flow of information to certain parties D) They help newly deregulated industries ease consumer uncertainty

C) They control the flow of information to certain parties

Identify a characteristic of mailing lists. A) They must be generated from a company's own data B) They are available in the public domain C) They have become increasingly selective D) They are compiled based primarily on demographic information

C) They have become increasingly selective

Identify an advantage of using magazines as an advertising medium. A) They do not face the problem of advertising clutter B) They have a shorter lead time compared with other media to place an ad C) They help advertisers achieve demographic and geographic selectivity D) They are more effective than other media in offering reach and frequency

C) They help advertisers achieve demographic and geographic selectivity

The "inside back" magazine advertising position is known as the _____. A) First cover B) Second cover C) Third cover D) Fourth cover

C) Third cover

Identify the primary function of corporate advertising. A) To ignore social issues B) To avoid direct involvement in a cause C) To promote the firm overall D) To promote a specific product

C) To promote the firm overall

Ricom Motors, a car manufacturing company, has created a short feature film on the future of automotive technology. It plans to distribute the film to cable operators for free. The film will be released through cable TV networks. In this scenario, the company is using _____ to promote its brand name. A) An inside card B) A mobile billboard C) Video on demand D) Skywriting

C) Video on demand

Mobile started receiving strong attention from marketers due to the _____. A) Touchscreen abilities of new mobile devices B) Ability of mobile devices to communicate over long distances C) Widespread adoption of smartphones and tablets D) Introduction of different mobile plans

C) Widespread adoption of smartphones and tablets

Which of the following are disadvantages of newspapers? (Select all that apply) A) Market penetration B) Flexibility C) Poor reproduction D) Short life span E) Geographic selectivity F) Reader involvement and acceptance G) Lack of selectivity H) Services offered I) Clutter

C, D, G, & I

In Los Angeles, a public service message about the importance of recycling is being displayed above the seats of public buses. This form of ad placement is an example of a(n) _____. A) Outside poster B) Platform poster C) Blimp D) Inside card

D) Inside card

Pay-per-click advertising is a tool used by advertisers to reach consumers through _____ search. A) Dynamic B) Unpaid C) Organic D) Nonorganic

D) Nonorganic

_____ generates the highest trial rates among sales promotion techniques. A) Advertising B) Couponing C) Rebate use D) Sampling

D) Sampling

There has been a dramatic _____ (incline/decline) in advertising revenue for newspapers.

Decline

What does DMA stand for?

Designated Market Area

What does DOOH stand for?

Digital Out-Of-Home advertising

Advertisers can buy newspaper space based on _____, where they get a discount for using several newspapers as a group. A) Flat rates B) Open-rate structures C) Run of paper (ROP) D) Preferred position rates E) Combination rates

E) Combination rates

Due to it's immediate and generally accurate feedback, direct marketing can measure the _____ of its efforts as well as direct response.

Effectiveness

T/F) Consumers are likely to develop favorable attitudes if they perceive a brand as being promotion dependent.

False

T/F) Promotional products marketing is a subset of specialty advertising.

False (SPECIALTY advertising is a subset of PROMOTIONAL PRODUCTS marketing)

Simply put, OOH advertising is advertising formats found outside the _____.

Home

What does OAAA stand for?

Outdoor Advertising Association of America

_____ (Paper/Digital) readers remember more than _____ (paper/digital) readers.

Paper; digital

_____ (Pass-along/Total audience) readership can occur when the primary subscriber gives a magazine to another person OR when the publication is read in waiting rooms, beauty salons, etc.

Pass-along

Direct marketing allows more _____ than any other medium, for example by approaching parents with children at different age levels or including the child's name in the appeal.

Personalization

The creation of news about an individual, commodity, or service that appears in broadcast or print media is known as _____.

Publicity

Cash payments that are made directly to a retailer's or wholesaler's staff to encourage them to promote and sell a manufacturer's product are known as _____ money.

Push

A(n) _____ sponsorship occurs when the sponsoring company's involvement is limited to paying for a section of a website.

Regular

A variety of nontraditional channels to deliver communications and promote products and services is known as _____ media.

Support

T/F) Total audience/readership of a magazine is calculated by: (Total number of readers per copy)(Circulation of an average issue)

True

Many companies provide Internet measures as part of a package, that is, they provide audience measurement information as "_____-front" information.

The most popular social _____ are social networking sites, which provide platforms for sharing pastimes, activities, backgrounds, or real-world connections.

media

Which of the following are advantages of movie theater advertising? (Select all that apply) A) Exposure B) Irritation C) Cost D) Emotional attachment E) Attention F) Clutter G) Proximity H) Segmentation I) Quality J) Integration

A & D-J

Identify an example of a company using the one-step approach to direct marketing. A) A TV commercial urging customers to place an order using a toll-free number B) A supermarket sending direct-mail pieces to customers including personalized coupons C) A TV commercial advertising a test-driving event at a car dealership D) A fitness center creating a database of customers from a past promotion

A) A TV commercial urging customers to place an order using a toll-free number

Identify an example of parking lot ads used to promote products. A) A fast food chain displaying ads in parking spaces of malls B) An electronics brand organizing a flash mob outside a shopping mall C) A coffeehouse chain advertising on screens that appear on gas pumps D) A supermarket using signs on shopping carts

A) A fast food chain displaying ads in parking spaces of malls

Identify an example of a company using the two-step approach to direct marketing. A) A fitness center using telemarketing to identify customers and following up with more information to interested parties B) A company sending an e-mail with links to buy its products C) A supermarket offering discounts to customers who have purchased above a certain amount D) An car manufacturer signing an agreement with a film production company to place its products in a movie

A) A fitness center using telemarketing to identify customers and following up with more information to interested parties

Identify the publication that is delivered daily and whose editorial content has nationwide appeal. A) A national newspaper B) A weekly newspaper C) A business magazine D) A farm publication

A) A national newspaper

Identify a location where advertisers use terminal posters to promote their products. A) A subway platform B) The waiting area in a restaurant C) A theater lobby D) The luggage area in a commuter train

A) A subway platform

Identify an example of support advertising. A) A terminal poster highlighting the benefits of online shopping B) An e-mail providing a link to buy a newly released product C) A supermarket offering discounts to customers who have purchased certain products D) A firm using telemarketing to sell its products directly to customers

A) A terminal poster highlighting the benefits of online shopping

A form of branded entertainment in which advertisers design online games to promote their products is known as a(n) _____. A) Advergame B) Mobile billboard C) Blimp D) Inside card

A) Advergame

Muzzen, a cell phone manufacturer, has developed an online game to exhibit the handling of its new phone model. In this scenario, the company is using a(n) _____ to promote its products. A) Advergame B) Product placement C) Inside card D) Advertainment

A) Advergame

A fast food chain has developed an ad campaign in which it has produced a series of ad film episodes that will be shown on the Internet. The chain is using _____ to market itself. A) Advertainment B) Skywriting C) Transit advertising D) Mobile billboards

A) Advertainment

A form of advertising in which marketers create a video and/or music content in an attempt to entertain viewers while advertising their products is known as _____. A) Advertainment B) Skywriting C) Aerial advertising D) Print advertising

A) Advertainment

Which of the following advertising examples would benefit most from the reproduction quality of magazines? A) An ad for a cosmetic company's new line of vibrant eye shadows B) An ad featuring a milk carton from a local dairy C) A pharmaceutical company's ad for a new pain reliever D) A black-and-white ad featuring a couple kayaking on a lake

A) An ad for a cosmetic company's new line of vibrant eye shadows

Which of the following is an example of direct selling? A) An independent contractor sells products to consumers in their homes B) A store advertises its upcoming end-of-season sale in a local newspaper C) An automobile manufacturer displays ads on stickers on cars they've sold D) An apparel store mails its product catalog to existing customers

A) An independent contractor sells products to consumers in their homes

Sales promotions that offer a consumer an extra amount of a product at the regular price by providing larger containers or extra units are known as _____. A) Bonus packs B) Free samples C) Physical coupons D) Attachment promotions

A) Bonus packs

Identify a similarity between regular mail and e-mail in direct marketing. A) Both are highly targeted B) Both are equally effective in terms of return on investment C) Both have equally low costs D) Both lack demographic selectivity

A) Both are highly targeted

Consumers' favorable image, impressions of differentiation, and/or strength of attachment to a brand generate an intangible asset of added value or goodwill which is known as _____. A) Brand equity B) Brand management C) Brand attraction D) Brand valuation

A) Brand equity

When using Pinterest, users are able to _____. A) Browse other pinboards for images B) Play online games C) Video chat D) Create personalized seller websites

A) Browse other pinboards for images

A market area composed of the city where the paper is published and contiguous areas similar in character to the city is known as a _____. A) City zone B) Retail trading zone

A) City zone

Twitter enables marketers to _____. A) Communicate with their customers B) Store marketing campaign information C) Develop interactive applications for customers D) Post information about products on their customers' walls

A) Communicate with their customers

Marketers must plan their consumer promotion programs by _____. A) Conducting a situation analysis B) Comparing themselves with other companies C) Following their instinct D) Looking at past situations

A) Conducting a situation analysis

Sierra Inc., a manufacturer of sports goods, is funding an intercity baseball tournament and receiving product placements in return. The company is using _____ to market its products. A) Content sponsorship B) Product integration C) Advertainment D) Aerial advertising

A) Content sponsorship

Identify a tool used by firms to distribute information to financial groups as part of their PR efforts. A) Corporate reports B) Lobbying C) Print advertisements D) Television ads

A) Corporate reports

Identify the oldest and most effective sales promotion tool. A) Coupons B) Samples C) Rebates D) Sweepstakes

A) Coupons

From a marketer's perspective, an advantage of advertising in magazines with a favorable image is that such magazines _____. A) Create a positive image of the advertised products and services B) Have shorter lead time to place an ad compared with other media C) Do not face the problem of advertising clutter D) Are more effective than other media in offering reach and frequency

A) Create a positive image of the advertised products and services

Identify an objective of corporate advertising from the following. A) Creating a positive image for a firm B) Creating and controlling publicity C) Shifting the onus of PR onto marketing departments D) Helping deregulated companies rely on brand names

A) Creating a positive image for a firm

A barista from Grind It Out, a local coffee shop, just won the national barista competition. Grind It Out wants to include this information in an ad. Which of the following would be the best option if Grind It Out wants the ad to go out as quickly as possible? A) Daily newspaper B) Television C) Weekly newspaper D) Magazine

A) Daily newspaper

From a marketer's perspective, an advantage of direct marketing is that _____. A) Direct-response advertising can get immediate and accurate feedback B) Frequency is easily accomplished through the mail C) Segmentation is not important when using this strategy D) It is not affected by "do not contact" lists

A) Direct-response advertising can get immediate and accurate feedback

Which of the following statements about the three types of corporate advertising--image, advocacy, and cause-related--is true? A) Each type is geared toward achieving specific goals B) They are used to generate goodwill but are generally considered to be ineffective C) Each type is designed to achieve similar goals D) They must be used in combination in order to meet objectives

A) Each type is geared toward achieving specific goals

Bonus packs provide consumers with _____. A) Extra value and product B) Price reduction offers C) Samples of other products D) Free prizes and gifts

A) Extra value and product

Identify the largest social network. A) Facebook B) LinkedIn C) Twitter D) YouTube

A) Facebook

The "outside front" magazine advertising position is known as the _____. A) First cover B) Second cover C) Third cover D) Fourth cover

A) First cover

List the four positions available for an ad in a magazine.

A) First cover B) Second cover C) Third cover D) Fourth cover

Many newspapers charge _____, which means they offer no discount for quantity or repeated space buys. A) Flat rates B) Open-rate structures C) Run of paper (ROP) D) Preferred position rates E) Combination rates

A) Flat rates

A successful PR effort may result in _____ between a firm and its suppliers or consumers. A) Greater cooperation B) Lesser loyalty C) Greater antagonism D) Lesser goodwill

A) Greater cooperation

Lattice Inc., a tire manufacturing company, has organized a flash mob in a busy train station to promote its products. In this scenario, the company is using _____. A) Guerrilla marketing B) Transit advertising C) Aerial advertising D) Content sponsorship

A) Guerrilla marketing

From an advertiser's perspective, an advantage of newspapers is their _____. A) High market coverage B) High-quality reproduction C) Long life span D) High demographic selectivity

A) High market coverage

_____ advertising is designed to promote corporate identity. A) Image B) Advocacy C) Cause-related

A) Image

The role of sales promotions has been elevated in the IMC program of many companies because of its _____. A) Increased sophistication B) Decreased accountability C) Lack of reliance on strategy D) Independence from digital and social media

A) Increased sophistication

Identify a form of transit advertising that refers to ads displayed inside commuter trains, such as above the seats. A) Inside cards B) Skywriting C) Newspapers D) Blimps

A) Inside cards

What is an advantage of newspaper advertising? A) It offers an advertiser creative flexibility B) It does not face the problem of advertising clutter C) It offers high demographic selectivity D) It provides superior reproduction quality compared with magazines

A) It offers an advertiser creative flexibility

Identify a financial group that is targeted by the public relations programs of firms. A) Lending institutions B) The media C) Civic organizations D) Educators

A) Lending institutions

Identify the most selective advertising medium after direct mail. A) Magazines B) Television C) Newspapers D) Radio

A) Magazines

General advertising rates would apply to _____. A) Major automotive manufacturers B) Farmer's markets C) Local dental offices D) Massage therapists

A) Major automotive manufacturers

Assume that an advertiser incurs a cost of $2,800 to develop a broadcast commercial and targets a $4 return per order. In this scenario, the ad is considered effective if it generates _____. A) More than 700 orders B) More than 400 but less than 600 orders C) More than 200 but less than 700 orders D) Less than 400 orders

A) More than 700 orders

After direct mail, _____ advertising offers the most geographic selectivity. A) Newspaper B) Radio C) Television D) Magazine

A) Newspaper

To increase readership, newspaper publishers should _____. A) Offer online versions of their publications B) Ensure that the ads published are intrusive in order to gain readers' attention C) Focus on print instead of online advertising D) Ensure that readers cannot control the rate and duration of exposure to ads

A) Offer online versions of their publications

Nonorganic search is also known as _____. A) Paid search B) Dynamic search C) Link building D) Meta-tag optimization

A) Paid search

Sales promotions wherein the price of a brand is reduced and which are typically offered right on the package through specially marked price packs are known as _____. A) Price-off deals B) Bonus packs C) Premiums D) Reduction deals

A) Price-off deals

List the three types of magazine circulation.

A) Primary circulation B) Guaranteed circulation C) Circulation rate base system

Rezzen Inc., a car manufacturer, has signed a contract with a film production company to feature its car as an integral part of a film script. The film's plot will revolve around the car getting stolen. Which of the following forms of support media is the company using? A) Product integration B) Guerrilla marketing C) In-store advertising D) Aerial advertising

A) Product integration

Cafe Refrez, a coffee shop, has signed an agreement with a popular TV show to feature its beverages in various episodes. This is an example of _____. A) Product placement B) Specialty advertising C) Promotional products marketing D) Transit advertising

A) Product placement

Value-added premiums reflect a product's _____. A) Quality B) Competition C) Shelf life D) Price

A) Quality

A difference between broadcast media and print media is that _____. A) Readers can process information provided by print media at their own pace B) Print media allow advertisers to present very limited information C) Print media are highly intrusive D) No effort is required on the part of the reader for print media advertising to have an impact

A) Readers can process information provided by print media at their own pace

Using magazines as an advertising medium is advantageous for marketers because _____. A) Readers can refer to the ads multiple times B) Magazines do not face the problem of advertising clutter C) Magazines have a short lead time compared with newspapers D) Readers are not required to make an effort for the advertising message to have an impact

A) Readers can refer to the ads multiple times

_____ is a traditional measure for measuring the effectiveness of the Internet. A) Recall and retention B) View-through rate C) Cost per conversion D) Post-click conversations

A) Recall and retention

The primary objective of support media is to _____. A) Reinforce an advertising message B) Increase advertising clutter C) Reduce demographic selectivity D) Limit an advertiser's creative flexibility

A) Reinforce an advertising message

You want to get information about a water purifier and you conduct an Internet search with the phrase "carbon filtration system." Which of the following would represent the organic search results? A) Results that appear only because of their relevance to the words in the search B) Results that have been filtered to meet public-policy guidelines C) Results for products that an advertiser is able to show you by tracking your surfing behavior D) Results that appear based on what the sponsor of the website wants you to see

A) Results that appear only because of their relevance to the words in the search

In order to think beyond the short-term sales fix of sales promotions, managers need to _____. A) Set clearly defined objectives B) Move beyond the use of promotions C) Create idealistic goals D) Generalize a target market

A) Set clearly defined objectives

Marketers of a popular watch brand have started an advertising campaign that displays ads in subway platforms, airport terminals, and bus shelters. This form of transit advertising uses _____. A) Terminal posters B) Outside posters C) Highway billboards D) Inside cards

A) Terminal posters

_____ provide(s) information about ridership statistics, studies, and other transit usage. A) The American Public Transportation Association B) Competitive Media Reports C) The Outdoor Advertising Association of America

A) The American Public Transportation Association

In a contest, the winner is usually determined by _____. A) The company which conducts it B) The amount of money paid by contestants C) A random third party D) Contestants themselves

A) The company which conducts it

Which of the following helps organizations in implementing their public relations strategies effectively? A) The determination of public attitudes B) The stagnation of a communications program C) The wavering of public interest in the companies' products D) The identification of policies to streamline work processes

A) The determination of public attitudes

Identify an accurate statement about the costs of advertising in magazines. A) The size of the target audience and the selectivity of the magazines influence the costs B) Advertisers usually consider magazines only from an absolute cost perspective C) The costs are independent of the reproduction quality of the ads D) Advertising in large mass-circulation magazines is the best option

A) The size of the target audience and the selectivity of the magazines influence the costs

Identify why current customers of a firm are considered internal audiences. A) They are already connected with the firm B) They help the firm accomplish its objectives C) They are credible sources of market information D) They promote the firm to external agencies

A) They are already connected with the firm

Identify an advantage of miscellaneous alternative media. A) They can create awareness and gain consumers' attention B) They always create a favorable image of an advertiser C) They generally have very high absolute and relative costs D) They never lead to wearout

A) They can create awareness and gain consumers' attention

Identify an accurate statement about infomercials in direct marketing. A) They tend to be criticized for being deceptive B) They are not as useful for direct-response advertising C) They can only use the one-step approach D) They tend to be around one-minute long

A) They tend to be criticized for being deceptive

A forum where manufacturers can exhibit their products to current and prospective buyers is known as a _____. A) Trade show B) Sales gathering C) Reseller program D) Sweepstakes

A) Trade show

Online versions of newspapers are the preferred mode of reading for _____. A) Younger consumers B) Local audiences C) Senior citizens D) Baby boomers

A) Younger consumers

Identify the advantages of public relations from the following. (Check all that apply) A) Avoidance of clutter B) Ability to reach specific groups C) Ability to generate leads D) Replacement of the marketing department E) Consistency in communication

A, B, & C

An advantage of miscellaneous alternative media is that they ______. (Check all that apply) A) Can target specific interest groups B) Generally do not have very high absolute or relative costs C) Never lead to wearout D) Can attract significant customer attention E) Always create a favorable image of an advertiser

A, B, & D

Identify the traditional measures used by companies to measure the effectiveness of the Internet. (Check all that apply) A) Sales and tracking B) Surveys C) Blogs D) Return on investment

A, B, & D

The Internet has been used to help support direct selling by _____. (Select all that apply) A) Helping identify sales leads in the form of visitors to company websites B) Stimulating trial through demonstrations or samples offered online C) Providing a medium where customers can publicly criticize the products or services of a company D) Serving as a source of information for clients and potential customers

A, B, & D

What are the advantages of promotional products marketing? (Check all that apply) A) It offers a high degree of flexibility and selectivity B) It increases the frequency of exposure and has low relative cost per exposure C) It requires shorter lead time compared with other media D) It generates goodwill in the receiver, which leads to high recall of the advertiser E) It has unlimited reach

A, B, & D

Which of the following factors in American society have led to the increased attractiveness of direct marketing? (Select all that apply) A) Technological advancement of the electronic media B) An increase in "money-rich" and "time-poor" families C) A decrease in the effectiveness of traditional marketing D) An increase in the use of credit cards E) An increase in single-parent households

A, B, & D

Identify advantages of branded entertainment. (Check all that apply) A) It increases the potential exposure of a product B) It can support other promotional media C) It increases the chances of repeat exposures D) It never faces the problem of advertising clutter E) It generally has a low cost per thousand

A, B, C, & E

What are the disadvantages of branded entertainment? (Check all that apply) A) It can have very high absolute costs B) It has increased competition among advertisers to get their products placed C) It does not give advertisers control over how the product is portrayed D) It cannot support other promotional media E) It can result in negative placements

A, B, C, & E

Identify the factors that influence the advertising rates of a magazine. (Check all that apply) A) The number and frequency of insertions B) The position of the ad in the magazine C) The number of readers who are able to recall ads D) The size of the ad to be published E) The genre of the magazine F) The selected edition of the magazine

A, B, D, & F

Which of the following are advantages of newspapers? (Select all that apply) A) Market penetration B) Flexibility C) Poor reproduction D) Short life span E) Geographic selectivity F) Reader involvement and acceptance G) Lack of selectivity H) Services offered I) Clutter

A, B, E, F, & H

For an effective sampling program, products are _____. (Check all that apply) A) Expected to have short purchase cycles B) Generally high-prestige C) Of relatively low unit value D) Easily broken into small sample sizes

A, C, & D

Identify the other terms used to refer to support media. (Check all that apply) A) Alternative B) Traditional C) Non-measured D) Below-the-line E) Non-traditional

A, C, D, & E

Which of the following are ADVANTAGES of magazine advertising? (Select all that apply) A) Selectivity B) High costs C) Reproduction quality D) Limited reach and frequency E) Creative flexibility (ie: gatefolds and bleed pages) F) Long lead time [needed to place an ad] G) Permanence (Read over several days and often kept for reference) H) Clutter and competition I) Prestige J) Consumer receptivity and engagement K) Services (ie: split runs)

A, C, E, G, I, J, & K

Which of the following are disadvantages of OOH advertising? (Select all that apply) A) Waste coverage (It is not likely that everyone driving past a billboard is part of the target market) B) Wide coverage of local markets (Lots of exposure) C) Frequency (Repeated exposure) D) Limited message capabilities (Exposure time is short so lengthy messages are not as effective) E) Wearout (People may get tired of seeing the same ad every day) F) Geographic flexibility (Local, regional, and national markets can all be covered) G) Creativity H) Ability to create awareness I) Efficiency J) Cost K) Measurement problems (It's hard to measure the reach and frequency of each ad) L) Image problems M) Effectiveness N) Production capabilities (Modern technologies have reduced production times) O) Timeliness

A, D, E, J, K, & L

Which of the following statements about direct mail are correct? (Select all that apply) A) Advertisers spend more on direct mail than on almost any other advertising medium B) Direct mail is commonly called "junk mail" C) Financial services commonly use direct mail D) Direct mail is generally restricted to small companies seeking new business

A-C

Identify advantages of outdoor advertising. (Check all that apply) A) It can lead to a high level of awareness B) It enhances creativity and cost-efficiency C) It offers wide coverage of local markets D) It achieves geographic flexibility E) It can accurately measure the reach of advertisements

A-D

What are the disadvantages of promotional products marketing? (Check all that apply) A) Image (The company image may be cheapened by a poorly designed advertising form) B) Saturation (With so many organizations now using this advertising medium, the marketplace may become saturated. The more unusual the specialty, the more value it is likely to have to the receiver) C) Lead time (The time required to put this together is significantly longer than that for most other media) D) Reach (This advertising medium does not have as large of a reach as other mediums, such as TV) E) None of the above

A-D

Which of the following are forms of branded entertainment? (Check all that apply) A) Product placements B) Product integration C) Advertainment D) Content sponsorship E) Video on demand (VOD) F) None of the above

A-E

Which of the following are types of newspapers? (Select all that apply) A) Daily B) Weekly C) National D) Special-audience E) Newspaper supplements

A-E

The _____ provides information needed for evaluating and purchasing media, and also audits digital replica editions of magazines.

AAM (Alliance for Audited Media)

Outdoor advertising incorporating the use of airplanes pulling banners, skywriting, and blimps are examples of _____ advertising.

Aerial

National newspapers appeal primarily to which type of advertiser? (Check all that apply) A) Local advertisers B) Regional advertisers C) Large national advertisers D) Small business advertisers

B & C

Newspapers are a form of _____ media. (Select all that apply) A) Local B) Print C) Digital D) Retail

B & C

Which of the following are disadvantages of movie theater advertising? (Select all that apply) A) Exposure B) Irritation C) Cost D) Emotional attachment E) Attention F) Clutter G) Proximity H) Segmentation I) Quality J) Integration

B & C

Which of the following are typical elements of a direct-response offer? (Select all that apply) A) A survey form B) A link to online content C) A form that requests mailing information D) A company's mission statement

B & C

Which of the following statements about publicity are true? (Check all that apply) A) It is inefficient at garnering public attention B) It can result in free word-of-mouth information regarding a company or product C) It is seen as more objective than advertising and sales promotions D) It allows companies to control customer responses and opinions

B & C

Which of the following statements are true about the direct-marketing strategy called the two-step approach? (Select all that apply) A) The first step is designed to generate a response from potential buyers B) The second step can be carried out using personal selling C) The first step is designed to screen, or qualify, potential buyers D) The same type of medium needs to be used for both steps

B & C

How does the evaluation of the effectiveness of PR activities benefit the management of a firm? (Check all that apply) A) Management can assess the productivity of individual employees B) Management learns of the achievements of PR activities C) Management is enabled to assess consumers' attitudes toward a product D) Management receives a quantitative measurement of PR activities

B & D

Identify the characteristics of direct marketing. (Check all that apply) A) E-mail advertising tends to increase waste coverage B) E-mail advertising is an inexpensive medium C) The CPM for direct marketing is almost impossible to calculate D) The CPM for direct mail may be very high on an absolute and a relative basis

B & D

Which of the following elements are used for movie theater advertising of products and services? (Check all that apply) A) Inside cards B) Drink-cup ads C) Outside posters D) Kiosks

B & D

Which of the following factors have increased the attractiveness of direct purchases? (Select all that apply) A) Slowing of technological advances B) Sophisticated marketing techniques C) Increase in negative attitudes toward advertising D) Increase in dual-income families

B & D

In the context of out-of-home advertising, identify an example of billboards. A) Kiosks B) 8-sheet posters C) Taxi displays D) Bus shelters

B) 8-sheet posters

Identify an example of guerrilla marketing. A) A cell phone company sponsoring a film to receive product placements in return B) A footwear brand placing a giant shoe model in the middle of a busy street C) A car manufacturer launching an online game to promote its products D) A coffeehouse chain using inside cards and terminal posters to promote its products

B) A footwear brand placing a giant shoe model in the middle of a busy street

Typically, newspapers as an advertising medium have _____. A) Good reproduction quality B) A short life span C) High demographic selectivity D) A low market coverage

B) A short life span

Identify a true statement about publications that base their rates on guaranteed circulation. A) Publications charge advertisers an additional fee for any excess circulation B) Advertisers receive refunds from publications if the circulation (number of delivered magazines) falls below the guarantee C) The advertising rates are based on a set average circulation that carries no guarantee D) Advertisers pay a bonus to publications when circulation exceeds the guarantee

B) Advertisers receive refunds from publications if the circulation (number of delivered magazines) falls below the guarantee

Identify an example of home shopping. A) A car manufacturer sending promotional products in direct mail B) An ad on a shopping channel urging viewers to place an order using a toll-free number C) A coffeehouse chain entering into an agreement with a TV network to feature its beverages on a show D) A sales representative visiting customers repeatedly to sell commonly-used products

B) An ad on a shopping channel urging viewers to place an order using a toll-free number

Identify the most common form of advertising on the web. A) Sponsorships B) Banner ads C) Pop-ups D) Interstitials

B) Banner ads

An advantage offered by publicity is that it offers a perception of _____. A) Providing advertisers with an abundance of control B) Being endorsed by the media C) Providing advertisers with control over the timing D) Delivering timely information to consumers

B) Being endorsed by the media

_____ are those where the advertisement extends all the way to the end of the page, with no margin of white space around the ad. They give the ad an impression of being larger and make a more dramatic impact. Many magazines charge an extra 10-20% for these. A) Creative space buys B) Bleed pages C) Gatefolds D) Inserts

B) Bleed pages

Corporate advertising involves the promotion of an organization while targeting _____. A) Audiences untapped by public relations programs B) Both internal and external audiences C) Only external audiences D) Only internal audiences

B) Both internal and external audiences

A form of advertising that blends marketing and entertainment through television, film, music talent, and technology is known as _____. A) Promotional products marketing B) Branded entertainment C) Aerial advertising D) Transit advertising

B) Branded entertainment

_____ provide(s) information on the expenses incurred on outdoor media by major advertisers. A) The American Public Transportation Association B) Competitive Media Reports C) The Outdoor Advertising Association of America

B) Competitive Media Reports

Websites are becoming more oriented to meet users' needs and wants through personalization, retargeting, and other techniques in a(n) _____ market. A) Industrial B) Consumer C) Business-to-government D) Business

B) Consumer

_____ promotions are sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity. A) Retail franchise-building B) Consumer franchise-building C) Nonfranchise-building D) Trade franchise-building

B) Consumer franchise-building

A form of branded entertainment in which advertisers do not develop their own material but fund specific programs and receive product placements and promotions in return is known as _____. A) Specialty advertising B) Content sponsorship C) Aerial advertising D) Advertainment

B) Content sponsorship

The most widely used sales promotion technique is _____. A) Sampling B) Coupons C) Premiums D) Sweepstakes

B) Coupons

When advertisers create websites that bring visitors back to learn more about their products, they are _____. A) Creating information overload B) Creating interest C) Increasing dogmatism D) Suppressing information

B) Creating interest

Which of the following forms of print media are published each weekday and deliver detailed coverage of news, events, and issues about the local area as well as national and world news, business news, sports, and other relevant information and entertainment? A) Weekly newspapers B) Daily newspapers C) Newspaper supplements D) Special-audience newspapers

B) Daily newspapers

The primary goal of branded entertainment is to _____. A) Increase advertising clutter B) Direct consumers' attention to products C) Reduce demographic selectivity D) Limit an advertiser's creative flexibility

B) Direct consumers' attention to products

In general, TV spots include _____. A) Support advertising B) Direct-response commercials C) The two-step approach D) Indirect-response commercials

B) Direct-response commercials

Identify the category of newspaper advertising that is found throughout a newspaper and uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A) Preprinted inserts B) Display advertising C) Classified advertising D) Specialized inserts

B) Display advertising

Marketers utilize the Internet for direct selling of goods and services, which is referred to as _____. A) Paid content B) E-commerce C) Retargeting D) C-commerce

B) E-commerce

Sampling helps consumers to _____. A) Get a price reduction B) Experience a product directly C) Get a range of products for free D) Receive prizes based on chance

B) Experience a product directly

A coffeehouse chain has started an ad campaign at gas stations to promote its new range of beverages. It plans to attract consumers by displaying ads on screens that appear on gas pumps. The chain is using _____ ads to market itself. A) In-store B) Gas station pump C) Parking lot D) Video game

B) Gas station pump

Consumer magazines are ideal for marketers who wish to target _____. A) Wholesalers, dealers, distributors, and retailers B) General users of products and services C) Executives in all areas of business D) Businesspeople in various manufacturing and production industries

B) General users of products and services

In the context of direct marketing, a difference between regular mail and e-mail is that e-mail _____. A) Lacks demographic selectivity B) Has lower advertising costs C) Avoids using targeted messages D) Does not rely on mailing lists

B) Has lower advertising costs

As buyers from different parts of the world expect a company to provide them with detailed information about its offerings, warranties, store locations, and so on, _____ has become a necessity. A) Printing pamphlets B) Having a website C) Advertising on radio D) Sponsoring local events

B) Having a website

Identify a form of advertising that uses broadcast media. A) Newspaper ads B) Home shopping C) Direct selling D) Telemarketing

B) Home shopping

The attractiveness of podcasting _____ as the market for portable devices grows. A) Lowers at a very fast rate B) Increases C) Decreases slowly D) Remains unchanged

B) Increases

Full-page ads that appear on a user's screen while the user waits for a website's content to download are known as _____. A) Banner ads B) Interstitials C) Pop-ups D) Sponsorships

B) Interstitials

Identify an advantage of newspaper advertising. A) It offers high demographic selectivity B) It can concentrate on consumers in specific geographic areas C) It provides superior reproduction quality compared with magazines D) It does not face the problem of advertising clutter

B) It can concentrate on consumers in specific geographic areas

Identify a disadvantage of outdoor advertising. A) It lacks geographic and demographic flexibility B) It can have high absolute and relative costs C) It results in low levels of frequency D) It has long production times, which reduce its efficiency

B) It can have high absolute and relative costs

Which of the following is a disadvantage of branded entertainment? A) It has a high cost per thousand B) It lacks potential for discussing product benefits C) It generates very low volume of exposures D) It reduces the potential exposure of a product

B) It lacks potential for discussing product benefits

Identify an advantage of corporate advertising. A) There are very few ethical concerns regarding this form of advertising B) It reaches a select target market C) It is the best way to reach the general public D) It is supported by strong evidence of its effectiveness

B) It reaches a select target market

Firms influence government bodies via the firm's public relations programs through _____. A) Advertisements B) Lobbying C) Sponsorships D) Lead generation

B) Lobbying

Although TV accounts for the largest DOLLAR amount of advertising expenditures among national advertisers, more companies advertise in _____ than in any other medium. A) Radio B) Magazines C) Newspapers D) None of the above

B) Magazines

Identify the type of advertising media that consumers find least intrusive or disruptive. A) Radio B) Magazines C) Television D) Internet

B) Magazines

Skabam is a beverage company that has been working on a new drink it hopes will be an alternative to coffee. To effectively spread the word about the drink before releasing it to the public, Skabam should use _____. A) Word-of-mouth marketing B) Marketing public relations C) Traditional public relations D) Corporate branding

B) Marketing public relations

Some newspapers utilize a(n) _____, which means various discounts are available. These discounts are generally based on frequency or build purchases of space and pend on the number of column inches purchased in a year. A) Flat rate B) Open-rate structure C) Run of paper (ROP) D) Preferred position rate E) Combination rate

B) Open-rate structure

Identify a form of transit advertising that includes ads displayed on the roof of a bus. A) Newspaper B) Outside poster C) Inside card D) Skywriting

B) Outside poster

_____ is a pinboard-style photo-sharing website that offers a platform for users to develop and manage theme-based image collections such as events and interests. A) Twitter B) Pinterest C) LinkedIn D) YouTube

B) Pinterest

Advertisements that appear on the bottom part of a web page and become visible only when a user tries to leave the site are known as _____. A) Sponsorships B) Pop-unders C) Interstitials D) Banners

B) Pop-unders

Offers by a manufacturer to return a portion of a product purchase price after a consumer supplies some proof of purchase are known as _____. A) Coupons B) Refunds C) Premiums D) Samples

B) Refunds

A market area outside the city zone whose residents regularly trade with merchants within the city zone is known as a _____. A) City zone B) Retail trading zone

B) Retail trading zone

Trade-oriented promotions, contests, or special incentives are often directed toward _____. A) Nonusers of a brand B) Sales personnel C) Department managers D) Managers who work for a wholesaler

B) Sales personnel

The most effective, but also most expensive, sales promotion tool is _____. A) Coupons B) Sampling C) Rebates D) Sweepstakes

B) Sampling

The "inside front" magazine advertising position is known as the _____. A) First cover B) Second cover C) Third cover D) Fourth cover

B) Second cover

Sales training programs for retail salespeople provide information and ideas on how to _____. A) Get a job in sales at a specific company B) Sell a manufacturer's product C) Increase general sales skills D) Sell low-ticket items

B) Sell a manufacturer's product

In order to gain access to data concerning how quickly products turn over, which sales promotions are working, and which products make most money, retailers in recent years have begun to rely heavily on _____. A) Research conducted by consumer-product manufacturers B) Sophisticated in-store computer systems C) Manufacturers' supply of selected data D) The transfer of data from third parties

B) Sophisticated in-store computer systems

Video news releases have come under protest from consumer advocates because of their use without _____. A) Cause-related marketing B) Source disclosure C) Focus group research D) Attitude surveys

B) Source disclosure

Government, financial, and public notices and reports are known as _____. A) Display advertising B) Special advertisements C) Preprinted inserts D) Classified advertising

B) Special advertisements

The Promotional Products Association International is the trade organization of _____. A) Television advertising B) Specialty advertising C) Transit advertising D) Aerial advertising

B) Specialty advertising

An important reason for the quick growth of the use of the Internet is the _____. A) Quality of audio recordings that attracts consumers B) Speed at which consumers can obtain information C) Use of moving pictures like never before D) Ability of consumers to store files online

B) Speed at which consumers can obtain information

Identify a service provided by magazines in which two or more versions of an advertisement are printed in alternate copies of a particular issue of a magazine. A) Duplication B) Split runs C) Creative space buys D) Gatefolds

B) Split runs

The Internet and digital and social media have the ability to _____. A) Reduce any potential for deception B) Target very specific groups of individuals C) Clearly distinguish and notice all advertisements D) Easily use research numbers for measurement

B) Target very specific groups of individuals

An advertiser cannot depend on newspapers as an advertising medium if _____. A) The advertiser is seeking high market coverage B) The advertised product has to be visually appealing C) The ad has to be prepared in a matter of hours D) The advertiser needs to achieve geographic selectivity

B) The advertised product has to be visually appealing

A limitation of direct marketing is that _____. A) It is difficult to evaluate the effectiveness of its marketing efforts B) The cost of generating a lead or a mailing list can be high C) Marketers cannot develop effective segmentation strategies D) All competitors consult the same lists

B) The cost of generating a lead or a mailing list can be high

Which of the following is one of the most critical external publics, and thus a category that requires careful handling by PR? A) Suppliers B) The media C) Educators D) Customers

B) The media

Direct marketing allows for a strong ability to test the effectiveness of _____. A) Neither the overall program nor specific elements B) The overall program and specific elements C) Only specific elements of the marketing D) Only the overall program, and not specific elements

B) The overall program and specific elements

One of the primary advantages of using magazines as an advertising medium is _____. A) The high penetration of households and frequency offered B) The superior reproduction quality of ads C) The lack of clutter problems D) The short lead time needed to place an ad

B) The superior reproduction quality of ads

Identify a reason why firms produce annual reports for stockholders and investors. A) To avoid clutter in sponsorships B) To outline future plans C) To influence government bodies D) To recruit new employees

B) To outline future plans

Discounts or deals that are offered to retailers or wholesalers by a manufacturer to stock, promote, or display the manufacturer's products are known as _____. A) Bonus packs B) Trade allowances C) Refunds D) Spiffs

B) Trade allowances

With YouTube, users can do which of the following? A) Play online games B) Upload and share videos C) Directly download mobile applications D) Control their profiles across the Google network

B) Upload and share videos

A specialized content program offered through cable TV networks that is developed by an advertiser and provided to the cable operators for free is known as _____. A) Skywriting B) Video on demand C) A mobile billboard D) An advergame

B) Video on demand

How can newspaper publishers maintain their strong position as a dominant local advertising medium? (Check all that apply) A) By increasing the lead time required to place an ad, therefore increasing the visual appeal B) By redesigning newspapers to make them easier and faster to read C) By developing strong relationships with their advertisers D) By retaining existing subscribers rather than acquiring new ones

B, C, & D

How can publishers make advertising in their magazines more appealing to marketers? (Check all that apply) A) By increasing the lead time required to place an ad B) By managing their circulation bases effectively C) By making their publications available online D) By creating better editorial content

B, C, & D

Identify reasons why corporate advertising is considered to be controversial. (Check all that apply) A) Consumers understand the reasons behind such ads B) It is considered to be a costly form of self-indulgence C) The firms using it are assumed to be in trouble D) It is not considered a good investment

B, C, & D

Identify the methods used to determine the effectiveness of corporate advertising. (Check all that apply) A) Event sponsorships B) Focus groups C) Studies relating corporate advertising and stock prices D) Attitude surveys

B, C, & D

Which of the following are members of internal audiences as defined by PR? (Check all that apply) A) Those unassociated with the company B) Employees C) Those who supply raw materials to the company D) Stockholders

B, C, & D

Which of the following are disadvantages of mobile for marketing? (Check all that apply) A) Native ads cannot be used B) Consumers will likely become irritated C) The limitation of a small screen D) Mobile technology is not advanced enough yet E) The viewer may be on the move

B, C, & E

Which of the following are advantages of OOH advertising? (Select all that apply) A) Waste coverage (It is not likely that everyone driving past a billboard is part of the target market) B) Wide coverage of local markets (Lots of exposure) C) Frequency (Repeated exposure) D) Limited message capabilities (Exposure time is short so lengthy messages are not as effective) E) Wearout (People may get tired of seeing the same ad every day) F) Geographic flexibility (Local, regional, and national markets can all be covered) G) Creativity H) Ability to create awareness I) Efficiency J) Cost K) Measurement problems (It's hard to measure the reach and frequency of each ad) L) Image problems M) Effectiveness N) Production capabilities (Modern technologies have reduced production times) O) Timeliness

B, C, F, G, H, I, M, N, & O

Which of the following are DISADVANTAGES of magazine advertising? (Select all that apply) A) Selectivity B) High costs C) Reproduction quality D) Limited reach and frequency E) Creative flexibility (ie: gatefolds and bleed pages) F) Long lead time [needed to place an ad] G) Permanence (Read over several days and often kept for reference) H) Clutter and competition I) Prestige J) Consumer receptivity and engagement K) Services (ie: split runs)

B, D, F, & H

Which of the following are the advantages of branded entertainment? (Check all that apply) A) Product placement guarantees the product will be prominently featured B) Product placement gives exposure to products under advertising restrictions C) Consumer recall for product placements is higher than for TV commercials D) Product placement can target consumers with a strong interest in a particular subject matter

B-D

Which of the following statements are correct about OOH Ratings, the measurement system introduced by the Outdoor Advertising Association of America (OAAA)? (Check all that apply) A) It excludes ethnographic data about consumers because of privacy issues B) It uses a "likely to see" metric in place of the traditional measure of "opportunity to see" C) Its data includes eye tracking D) It can provide demographic data about consumers

B-D

Why do weekly newspapers appeal mainly to local advertisers? (Check all that apply) A) Because of their long life span and repeat exposure B) Because of their penetration of diverse markets C) Because of their low absolute cost D) Because of their geographic selectivity

C & D

Identify a reason why firms are concerned about public attitudes. A) Public attitudes determine the hierarchy within an organization B) Negative public attitudes shape optimal work environments C) A firm's sales may be affected by public attitudes D) Negative public attitudes raise employee morale

C) A firm's sales may be affected by public attitudes

In direct marketing, a typical objective is defined through _____. A) Marketing costs B) Sales data C) A sought response D) Its reach

C) A sought response

The use of social media is _____. A) Very low in Asian countries B) Unheard of outside the U.S. C) A worldwide phenomenon D) Found only in the West

C) A worldwide phenomenon

An advantage of magazine advertising is the _____. A) Comparatively high reach and frequency of magazines B) Short lead time of magazines C) Additional services offered to advertisers D) Absence of clutter problems

C) Additional services offered to advertisers

Which of the following statements about combining direct marketing with advertising is true? A) Direct marketing is not an element of integrated marketing communications B) Direct marketing increases direct e-commerce sales, but generally harms retail store sales C) Advertising has been shown to support both direct and in-store sales positively D) Ads for products sold in stores are not suitable for the same products sold online

C) Advertising has been shown to support both direct and in-store sales positively

The method of corporate advertising in which a firm indirectly promotes its image by taking a stand on a particular issue is known as _____ advertising. A) Image B) Sponsorship C) Advocacy D) Cause-related

C) Advocacy

An outdoor clothing company runs a magazine advertisement announcing its support of a law that would further protect public lands. This is an example of _____. A) Event sponsorships B) Image advertising C) Advocacy advertising D) Cause-related advertising

C) Advocacy advertising

A manufacturer of sports shoes using a blimp over beaches and sports arenas to promote its products is an example of _____. A) Video advertising B) Ambient advertising C) Aerial advertising D) Transit advertising

C) Aerial advertising

Which of the following is an example of in-store media? A) Wall murals B) Bench ads C) Aisle displays D) Station posters

C) Aisle displays

An advantage of outdoor advertising is that it _____. A) Allows advertisers to accurately measure the reach of ads B) Can accurately measure the frequency of advertisements C) Allows advertisers to change digital messages based on local market conditions D) Results in a low degree of waste coverage

C) Allows advertisers to change digital messages based on local market conditions

Consumers are less likely to have the same negative reactions to product placements as they may to commercials because product placements _____. A) Always have low frequency of exposure B) Have lower next-day recall than commercials C) Are not very intrusive D) Do not result in clutter

C) Are not very intrusive

Packaged-goods marketers often use refund offers to _____. A) Test consumer reception of an established product B) Encourage users to stay with the brand they are currently using C) Assist in the trial of a new product D) Create negative perceptions of a competitor

C) Assist in the trial of a new product

Usually, marketers do event marketing by _____. A) Sending samples of their product to consumer residences B) Providing price reductions on all their products during a holiday or other occasion C) Associating their product with some popular activity or event D) Offering consumers free prizes along with their product

C) Associating their product with some popular activity or event

General business magazines for all business executives are known as _____. A) Consumer publications B) Farm publications C) Business and health care publications