Archive for February 2017

Infomercials refer to

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Infomercials refer to





A.public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B. a form of advertisement whose sole purpose is to entertain.
C.program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
D. direct-response TV and radio ads that air during the late night or weekend mornings.
E educationally-formatted programming that consumers order privately by using the "On Demand" button . on their cable TV remote and DVR set-up box.







Answer: C

One way TV advertising can reduce wasted coverage is to

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One way TV advertising can reduce wasted coverage is to





A identify the target market it wishes to address within the first three seconds of the commercial so the . message can be ignored by non-targeted viewers.
B. run shorter ads in a greater number of geographical areas.
C. identify specific times of day or night when the target audience would be more likely to tune in.
D. develop more creative ads so that more people will choose to see them.
E. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.








Answer: E

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

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All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:





A. a growing number of households have game consoles or DVRs.
B. many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services.
C. industry experts also predict that more than 100 million 3-D televisions will be sold by 2014.
D. DVR manufacturers have removed the "skip" button on their remotes to limit ad-zapping in response to advertiser complaints.
E. there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, . offices, airports, and on college campuses.






Answer: D

Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the HIGHEST CPM of the five alternatives?

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Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the HIGHEST CPM of the five alternatives?



A. The Wall Street Journal
B. USA Today
C. Bloomberg Businessweek
D. Sports Illustrated
E. Super Bowl







Answer: A

Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the LOWEST CPM of the five alternatives?

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Suppose the following: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $312,286 and its U.S. audience size is 1,613,062. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,778,934. The cost of a full-page color ad in the U.S. national edition Bloomberg Businessweek (magazine) is $156,900 and has an audience size of 980,000. The cost of a full-page color ad in the U.S. national edition Sports Illustrated (magazine) is $238,000 and has an audience size of 3,150,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,250,000 and has an audience size of 112,500,000. Using this information, which has the LOWEST CPM of the five alternatives?



A. The Wall Street Journal
B. USA Today
C. Bloomberg Businessweek
D. Sports Illustrated
E. Super Bowl





Answer: E

One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:

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One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:




A. CPM = Advertising cost ($) ÷ Impressions generated (in 100s).
B. CPM = Total revenue ($) ÷ Impressions generated in 1,000s).
C. CPM = Total profit ($) ÷ Impressions generated (in 1,000s).
D. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s).
E. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s).







Answer: D

One of the most common measures in advertising is

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One of the most common measures in advertising is 



A. cost per thousand impressions.
B. cost per thousand occurrences.
C. cost per thousand incidences.
D. cost per million impressions.
E. cost per thousand frequencies.









Answer: A

With respect to advertising, CPM is defined as

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With respect to advertising, CPM is defined as




A. the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or . outdoor), each of which is divided by the multiple of their respective reach and frequency.
B. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.
C. the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
D. the cost per minute of television or radio airtime.
E. the number of consumers exposed to an advertising message, in thousands.








Answer: C

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

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




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







Answer: B

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is referred to as

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Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is referred to as



A. frequency.
B. CPM.
C. reach.
D. rating.
E. gross rating points.








Answer: A

Frequency refers to

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Frequency refers to




A.the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.
B. the total number of times an advertisement is aired on television or radio.
C. the average number of times a firm airs an advertisement.
D. the number of times an advertisement can be shown before it begins to lose its effectiveness. E. the average number of times a person in the target audience is exposed to an advertisement.





Answer: E

A al television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November "sweeps" period. What would be the movie's rating?

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A al television station reported that one-fifth of the television households in its market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November "sweeps" period. What would be the movie's rating?



A. 10
B. 20
C. 30
D. 40
E. 50






Answer: B

In television or radio advertising, a rating refers to

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In television or radio advertising, a rating refers to




A. the number of different people or households exposed to an advertisement.
B. the average number of times a person in the target audience is exposed to a message or advertisement.
C. the percentage of households in a market that are tuned to a particular television or radio station.
D. a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.
E. the percentage points of market share a firm garners for its advertisements relative to its competitors.








Answer: C

The owners of a small bookstore want to run an ad in their local newspaper. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?

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The owners of a small bookstore want to run an ad in their local newspaper. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?




A. reach
B. rating
C. GRPs
D. CPM
E. frequency





Answer: A

The decision on media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and .

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The decision on media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and .



A. the capabilities of the advertising agency
B. audience preferences
C. the costs of alternative media
D. media spending by competitors
E. available air time






Answer: C

All of the following are shortcomings of advertising EXCEPT:

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All of the following are shortcomings of advertising EXCEPT:



A. compensating actors is very expensive.
B. shooting commercials in several locations for global campaigns has increased.
C. replacing actors with computer-generated animation is ineffective since the actors are better able to translate a copywriter's message into fear, sex, or humorous appeal ads.
D. designing quality artwork, layout, and production for advertisements is time consuming.
E. translating the copywriter's ideas into an actual advertisement is a complex process.








Answer: C

Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity

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Although Nutri-System and Jenny Craig diet plans often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity



A. is an actress who hasn't appeared in any movies or television shows for the past five years.
B. is a sports figure whose team doesn't win that season.
C. has a messy divorce or creates a newsworthy "scene."
D. regains all his/her lost weight.
E. wins an award and doesn't thank the company for the weight-loss contribution.






Answer: D

According to the American Cancer Society, 57,000 Americans a year die from colon cancer. Regular screening is recommended after age 50. Because colonoscopies are dreaded by many, the American Cancer Society created an ad campaign featuring "Mr. Polyp Man" to lightheartedly encourage people to get tested for colon cancer. The red-suited character looks like a harmless, animated M&M. This is an example of a appeal.

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According to the American Cancer Society, 57,000 Americans a year die from colon cancer. Regular screening is recommended after age 50. Because colonoscopies are dreaded by many, the American Cancer Society created an ad campaign featuring "Mr. Polyp Man" to lightheartedly encourage people to get tested for colon cancer. The red-suited character looks like a harmless, animated M&M. This is an example of a appeal.



A. humorous
B. cognitive
C. rhetorical
D. fear
E. sex





Answer: A

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

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




A. do not always lead to changes in consumers' recall, recognition, or purchase intent.
B. contain no information to help consumers.
C. do not appeal to either men or women.
D. wear out quickly, boring the consumer.
E. don't appeal to the Generation Y target audience.





Answer: A

Which of the following statements describes a potential problem with using sex appeals in advertising?

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Which of the following statements describes a potential problem with using sex appeals in advertising?




A. What men find sexy, most women do not.
B. What women find sexy, most men do not.
C. Sex in advertising typically appeals to only younger audiences.
D. An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E. Sex in advertising alienates a large segment of the conservative right.






Answer: D

An ad for Conseco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a .

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An ad for Conseco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a .




A. rhetorical appeal
B. baby boomer appeal
C. humorous appeal
D. fear appeal
E. security appeal





Answer: D

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." The purpose of these ads is to convince an individual that his or her loved ones won't be able to provide for themselves once he/she is dead. Because of the consequences of dying without insurance are so grim, the insurance company urges viewers to act before it's too late. This is an example of a.

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Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." The purpose of these ads is to convince an individual that his or her loved ones won't be able to provide for themselves once he/she is dead. Because of the consequences of dying without insurance are so grim, the insurance company urges viewers to act before it's too late. This is an example of a. 



A. fear appeal
B. rhetorical appeal
C. life cycle appeal
D. humorous appeal
E. security appeal





Answer: A

A testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use .

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A testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use .




A. compassionate appeals
B. guilt appeals
C. family appeals
D. fear appeals
E. coercive appeals







Answer: D

Which of the following is an important guideline provided in the text for using a fear appeal?

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Which of the following is an important guideline provided in the text for using a fear appeal? 



A. Make sure the advertisement is still appropriate for viewing by children.
B. Make the appeal so strong that it appears humorous.
C. Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D. Avoid any reference to death or dying.
E. Make sure to emphasize that the outcome rests in the viewers' hands.






Answer: C

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) .

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The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) .



A. authoritarian appeal
B. coercive appeal
C. family appeal
D. guilt appeal
E. fear appeal






Answer: E

Information and persuasive content are commonly combined to form

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Information and persuasive content are commonly combined to form 




A. sex, fear, and humor appeals.
B. guilt, financial risk, and self-esteem appeals.
C. sex, fear, and self-worth appeals.
D. demographic, psychographic, and lifestyle appeals.
E. gender, ethnicity, and reference group appeals.







Answer: A

During a visit to superbowl-ads.com, you will find

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During a visit to superbowl-ads.com, you will find



A. the worst Super Bowl TV ads ever made.
B. a rating of advertising agencies that produced ads for recent Super Bowls.
C. the ads that ran during the last 14 Super Bowls.
D. a look at how Super Bowl TV ads are made.
E. ads that never aired during a Super Bowl.






Answer: C

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2011, the cost had soared to $3 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that

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In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2011, the cost had soared to $3 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that




A. the number of TV viewers for the Super Bowl is growing.
B. the ads are much more elaborate.
C. the NFL knows advertisers will pay more.
D. the ad agencies have dramatically increased their fees.
E. the companies that create Super Bowl ads do not have to run any other ads all year long.





Answer: A

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and .

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When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and .




A. identifying the target audience
B. evaluating a campaign
C. designing the advertising
D. pretesting the advertising
E. scheduling the advertising program






Answer: B

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of advertising.

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An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of advertising.



A. competitive institutional
B. competitive product
C. advocacy
D. pioneering product
E. reminder institutional






Answer: E

The purpose of reminder institutional advertisements is to

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The purpose of reminder 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. bring the company's name to the attention of the target market again.
E. promote the advantages of one product class over another.






Answer: D

The Beef Council promotes a series of ads in which the tag line is "Beef—it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n).

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The Beef Council promotes a series of ads in which the tag line is "Beef—it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n).




A. reminder institutional ad
B. pioneering institutional ad
C. product institutional ad
D. competitive institutional ad
E. advocacy ad





Answer: D

The Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as compared to other beverages. This is an example of a advertisement.

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The Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as compared to other beverages. This is an example of a advertisement.



A. competitive product
B. product advocacy
C. competitive institutional
D. pioneering product
E. pioneering institutional





Answer: C

The purpose of competitive institutional advertisements is to

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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.







Answer: E

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.

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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






Answer: B

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

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Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?




A. pioneering institutional advertisement
B. competitive institutional advertisement
C. advocacy institutional advertisement
D. reminder institutional advertisement
E. subliminal institutional advertisement




Answer: A

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n)

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An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n)




A. competitive institutional advertisement.
B. competitive product advertisement.
C. reminder institutional advertisement.
D. advocacy institutional advertisement.
E. pioneering institutional advertisement.







Answer: E

The purpose of pioneering institutional advertisements is to

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The purpose of pioneering institutional advertisements is to




A. promote a specific brand's features and benefits.
B. inform 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.







Answer: B

The purpose of an advocacy advertisement is to

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The purpose of an advocacy advertisement 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.







Answer: C

The objective of institutional advertisements is to rather than promote a specific product or service.

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The objective of institutional advertisements is to rather than promote a specific product or service.



A. generate support for nonprofit organizations
B. increase frequency of purchases of new products
C. tout the competitive advantages of one industry over another
D. build goodwill or an image for an organization
E. promote alternative uses for a product class







Answer: D

A reinforcement ad

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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.








Answer: B

Reinforcement ads are reminder ads that

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Reinforcement ads are reminder ads that



A. assure current users they made the correct choice in choosing the product.
B. reinforce previous knowledge of a product.
C. repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D. reaffirm a company's position on an issue of importance or interest.
E. reassure the company it has made the right choice in advertising the product.









Answer: A

The purpose of a reminder advertisement is to

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The purpose of a reminder advertisement is to




A. promote a specific brand's features and benefits.
B. tell people what a product is, what it can do, and where it can be found.
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.








Answer: D

A reminder ad

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A reminder 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.








Answer: A

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.

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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






Answer: C

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience.

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Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience. 



A. gender
B. education
C. income
D. ethnicity
E. occupation







Answer: A

Which of the following statements about comparative advertising is MOST accurate?

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Which of the following statements about comparative advertising is MOST accurate?



A. Comparative advertisements increase the perceived quality of the advertiser's brand.
B. Comparative advertisements now constitute over 90% of all television ads.
C. Comparative advertisements attract less consumer attention in the advertiser's brand.
D. Comparative advertisements have been banned by the Federal Trade Commission.
E. Comparative advertisements can, and often do, cause more harm than good.






Answer: A

Which of the following statements about comparative advertising is true?

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Which of the following statements about comparative advertising is true?




A. Comparative advertisements now constitute over 90% of all television ads.
B. Comparative advertisements attract less consumer attention for the advertiser's brand.
C. Comparative advertisements need market research to provide legal support for their claims.
D. Comparative advertisements have been banned by the Federal Trade Commission.
E. Comparative advertisements can, and often do, cause more harm than good.







Answer: C

Which of the following statements about comparative advertising is MOST accurate?

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Which of the following statements about comparative advertising is MOST accurate?




A. Comparative advertisements now constitute over 90% of all television ads.
B. Comparative advertisements attract more consumer attention for the advertiser's brand.
C. Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D. Comparative advertisements have been banned by the Federal Trade Commission.
E. Comparative advertisements can, and often do, cause more harm than good.






Answer: B

A comparative ad

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A comparative 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.






Answer: E

The primary purpose of a competitive advertisement is to

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The primary purpose of a competitive advertisement is to



A. tell people what a product is, what it can do, and where it can be found.
B. assure current users they made the right choice.
C. reinforce previous knowledge of a product.
D. promote a specific brand's features and benefits.
E. promote the advantages of one product class over another.







Answer: D

The key objective of competitive advertising is to

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The key objective of competitive advertising is to




A. tell people what a product is, what it can do, and where it can be found.
B. show one brand's strengths relative to those of competitors.
C. reinforce previous knowledge of a product.
D. promote the advantages of one product class over another.
E. persuade the target market to select the firm's brand rather than that of a competitor.







Answer: E

A competitive (or persuasive) ad

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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.








Answer: C

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are located near population centers. The timing is right for this company to be extremely successful, but it must use advertising so oil companies will know of its product's existence.

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TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are located near population centers. The timing is right for this company to be extremely successful, but it must use advertising so oil companies will know of its product's existence.



A. reminder
B. competitive
C. pioneering
D. institutional
E. objective







Answer: C

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do. It is an example of a(n) ad.

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Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do. It is an example of a(n) ad.




A. reminder product
B. reminder institutional
C. competitive product
D. informational institutional
E. pioneering product







Answer: E

The key objective of a pioneering ad is to

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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.








Answer: C

The primary purpose of a pioneering product advertisement is to

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The primary purpose of a pioneering product advertisement is to





A. tell people what the company is, what it can do, and where it is located.
B. tell people what a product is, what it can do, and where it can be found.
C. show one brand's strengths relative to those of competitors.
D. reinforce previous knowledge of a product.
E. build goodwill or an image for an organization rather than promote a specific product or service.







Answer: B

A pioneering (or informational) ad

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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.






Answer: D

Advertisements that focus on selling a product or service and take three forms—pioneering (or informational), competitive (or persuasive), and reminder—are referred to as

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Advertisements that focus on selling a product or service and take three forms—pioneering (or informational), competitive (or persuasive), and reminder—are referred to as





A. product advertisements.
B. service advertisements.
C. persuasive advertisements.
D. institutional advertisements.
E. cooperative advertisements.







Answer: A

Product advertisements refer to advertisements that focus on

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Product advertisements refer to advertisements that focus on 





A. a product class rather than on an individual brand.
B. building goodwill or an image for an organization.
C. counteracting negative opinions.
D. selling a product or service.
E. clarifying misconceptions.






Answer: D

Advertising refers to

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Advertising refers to




A.any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
B.any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.
C.any non-paid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.
D.any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E.any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.






Answer: D

Advertisers are excited about online TV because

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Advertisers are excited about online TV because




A. ads look better on computer screens.
B. it will offer target audiences who are engaged in the programming.
C. there will be more advertising space available.
D. its utilizes new technology.
E. measuring effectiveness will be easier.








Answer: B
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