Q&A Hero

Q: The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________. a. gross rating points b. CPM c. reach d. rating e. share points

Q: List two advantages and two disadvantages of using television, radio, magazines, and newspapers for advertising.

Q: 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

Q: Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

Q: The number of different people or households exposed to an advertisement is referred to as a. scope. b. share. c. CPM. d. rating. e. reach.

Q: What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Q: Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing a. reach. b. frequency. c. costs. d. ratings. e. cost per share point.

Q: Most advertising messages are made up of both informational and persuasional elements. These two elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Briefly describe the three appeals.

Q: Figure 1.B With respect to Figure 1.B above, the pie "slice" labeled "E," or __________, has 9% of the total advertising expenditures. a. newspapers b. radio c. television d. direct mail e. magazines

Q: What are the six steps for developing an advertising program?

Q: Figure 1.B With respect to Figure 1.B above, the pie "slice" labeled "D," or __________, has 8% of the total advertising expenditures. a. newspapers b. radio c. television d. direct mail e. magazines

Q: Describe the objectives of institutional advertising. List and briefly define the four forms of institutional advertising.

Q: Figure 1.B With respect to Figure 1.B above, __________ spending accounts for 12% of all advertising expenditures? a. newspaper b. television c. Internet d. direct mail e. magazine

Q: List and briefly define the four forms of institutional advertising.

Q: Figure 1.B With respect to Figure 1.B above, __________ spending accounts for 15% of all advertising expenditures? a. Internet b. television c. direct mail d. newspaper e. magazine

Q: Describe the three forms of product advertisements. What are their objectives?

Q: Figure 1.B With respect to Figure 1.B above, "B" represents which media alternative that has the SECOND LARGEST amount of advertising expenditures (or "slice" of the pie chart)? a. direct mail b. newspapers c. radio d. magazines e. television

Q: How are companies preparing to participate in the transformation to online television?

Q: Figure 1.B With respect to Figure 1.B above, "C" represents which media alternative that has the LARGEST amount of advertising expenditures (or "slice" of the pie chart)? a. newspapers b. radio c. direct mail d. magazine e. television

Q: Google purchased _________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients. a. YouTube b. ClickBot c. eBay d. DoubleHit e. DoubleClick

Q: Figure 1.A According to Figure 1.A above, which of the following media alternatives has the least amount of advertising expenditures? a. newspapers b. radio c. magazines d. outdoor e. television

Q: One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________. a. AdPage b. AdSense c. AdRank d. AdWords e. AdSnap

Q: Figure 1.A According to Figure 1.A above, which of the following media alternatives has the largest amount of advertising expenditures? a. newspapers b. television c. direct mail d. Internet e. magazines

Q: Google's __________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results. a. AdPage b. AdLeaf c. AdWords d. AdRank e. AdSense

Q: 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

Q: In the traditional advertising model, advertisers were charged using a __________ approach Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website. a. cost per thousand occurrences; cost-per-clack b. cost per thousand incidences; cost-per-snap c. cost per thousand impressions; cost-per-click d. cost per thousand recurrences; cost-per-lead e. cost per thousand frequencies; cost-per-hit

Q: The means by which an advertising message is communicated to the target audience is through a. advertising media. b. reach and frequency. c. a source. d. CPM. e. celebrity spokespeople.

Q: To help advertisers place ads based on their search-engine results, Google developed an online tool called __________. a. AdPage b. AdLeaf c. AdRank d. AdWords e. AdRank

Q: 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.

Q: Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue. a. AdWords; AdSense b. AdPage; AdSense c. AdLeaf; AdCall d. AdFolio; AdSummon e. AdRank; AdTag

Q: High-quality TV commercials typically cost about $323,000 to produce a __________ ad a. 30-second b. 45-second c. 60-second d. 90-second e. 120-second

Q: Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important. a. PageLeaf b. PageFolio c. PageRank d. PageCall e. PageTag

Q: 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.

Q: Google is the dominant provider of online search requests and receives more than __________ of the search advertising revenue. a. 30 percent b. 40 percent c. 50 percent d. 60 percent e. 70 percent

Q: Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg's after he a. filled his kitchen with Post cereal products. b. changed his mind about appearing in ads. c. received negative public attention. d. gained too much weight. e. lost a race.

Q: The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, __________, classified, referral, and e-mail. a. show b. track c. monitor d. explain e. display

Q: The use of deceased celebrities such as John Wayne or Fred Astaire in commercials a. creates a humorous appeal. b. avoids the possibility of a spokesperson's image changing. c. creates a fear appeal. d. creates a product ambiance that limits its appeal to older consumers. e. targets the Gen Y consumer.

Q: Advantages of online advertising such as those offered through Google are that it is __________ and allows immediate assessment of its __________. a. objective; measurability b. measurable; effectiveness c. unbiased; impartiality d. detached; measurability e. independent; traceability

Q: The use of Charles Barkley in Nike commercials rather than unknown actors is an example of a very popular form of advertising todaythe use of __________. a. a reference group appeal b. snob appeals c. a peer spokesperson d. a sex appeal e. a celebrity spokesperson

Q: Google generates revenue by offering __________ opportunities next to search results or on specific web pages. a. online advertising b. online sales promotion c. online banking d. online publicizing e. online public relations

Q: 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

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn"t good enough." a. Second b. Satisfying customers c. Making money d. Beating Microsoft e. Great

Q: Geico Ad The Geico ad shown above is an example of which type of appeal? a. reminder b. fear c. sex d. cognitive e. humor

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without __________." a. having an attitude b. a PhD c. an MBA d. a suit e. losing your sense of humor

Q: While many commercials that use humorous appeals gain the attention of the audience, they a. are effective across cultures when used in a global campaign. 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.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information _________." a. is the next frontier b. is the power behind change c. is insatiable d. separates the winners from the losers e. crosses all borders

Q: Geico ads that feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal? a. reminder b. fear c. humor d. sex e. cognitive

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there." a. information b. competition c. opportunity d. money to be made e. customers to serve

Q: The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as a(n) _________. a. authoritarian appeal b. coercive appeal c. family appeal d. humorous appeal e. sex appeal

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, "You can make money without __________." a. an MBA b. doing evil c. compromising ethics d. cheating the other guy e. working 24/7

Q: An ad for Hydrozycut, an advanced weight loss formula by GNC, shows a beautiful woman who claims that she lost "an incredible 23 pounds." This ad is using a(n) __________. a. rhetorical appeal b. sex appeal c. humorous appeal d. appeal to self-esteem e. fear appeal

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don"t need to __________ to need an answer." a. be an Einstein b. ask a question c. be in need d. be at your desk e. be at your computer

Q: When Bebe, a contemporary women's clothing store, uses evocative imagery in its advertising, it is using which type of advertising appeal? a. reminder b. fear c. sex d. guilt e. self-esteem

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________." a. last b. perfect c. slow d. accurate e. pretty fast

Q: Candie's Ad The Candie's ad shown above is an example of which type of appeal? a. reminder b. fear c. sex d. advocacy e. guilt

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well." a. one thing b. everything c. whatever you love d. what you are afraid of e. your job

Q: 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.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow." a. prize b. bottom line c. user d. seller e. brand

Q: 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.

Q: Google's mission is a. to receive 20 billion inquiries each day. b. to be the first company to generate $100 billion in revenues every year. c. to be the most socially responsible company on earth. d. to obtain corporate sustainability by the year 2015. e. to organize the world's information and make it universally accessible and useful.

Q: The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________. a. authoritarian appeal b. coercive appeal c. family appeal d. fear appeal e. sex appeal

Q: Google's first search engine was called "__________." a. Pack rat b. Back-Rub c. Rub-down d. Black eye e. elgoog

Q: 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

Q: When Google chose a new model for its advertising, it decided to a. show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate. b. randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable. c. customize all advertisements to reflect customers' preferences for color, music, and fonts based on information obtained from cookies. d. create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance. e. create an "ad-option" page for consumers to create their own consumer profile blocking out products and services they don"t want and selecting the products and services they do.

Q: When the office of National Drug Control Policy ran an ad with the headline, "Marijuana Harmless? Didn"t see merging truck." it was using which type of ad appeal? a. humor b. fear c. sex d. nostalgic e. guilt

Q: Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity? a. Express strong support for First Amendment freedom and stand its ground. b. Develop an infomercial for its product that is relevant, useful to its customer, and entertaining. c. Produce a public service announcement in support of its current, successful approach. d. Take advantage of the publicity and run the ads in question more frequently. e. Take steps toward self-regulation, imposing standards on its promotional activities that reflect the values of society.

Q: A political ad that incorporates a fear appeal would MOST likely be expressed as a. religious repercussions after death. b. disenfranchisement from mainstream society. c. a lack of patriotic responsibility. d. a lack of self-respect or self-worth. e. warnings against the rise of other unpopular ideologies.

Q: The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as a. legislation. b. self-regulation. c. business practice. d. business ethics. e. government regulation.

Q: 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

Q: During the 2010 winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time. a. news release b. news conference c. public service announcement d. cooperative advertising e. limited-service advertising

Q: 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

Q: A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a __________. a. public service announcement b. cooperative advertisement c. cause-related publicity d. news conference e. news release

Q: The World Wide Fund for Nature ad shown above is an example of which type of appeal? a. reminder b. fear c. sex d. advocacy e. guilt

Q: When Stephen Elop, President, Microsoft Business Division, launched Office 2010 at an event in New York, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2010, as well as Microsoft Visio 2010 and Microsoft Project 2010, for business customers worldwide. This is an example of a ___________. a. news release b. news conference c. promotional giveaway d. PSA e. co-operative advertising

Q: 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.

Q: News conferences would most likely be used during which stage of a product's life cycle? a. introductory b. harvest c. mature d. growth e. decline

Q: 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

Q: A news conference is a(n) a. announcement regarding changes in a company or product line. b. free space or time in a newspaper or on a broadcast medium. c. publicity tool that utilizes high-visibility individuals in lobbying activities. d. meeting of top news executives to decide advertising policy. e. an informational meeting to which representatives of the media are invited.

Q: 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.

Q: A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance. a. infomercial b. news release c. news conference d. news flash e. news huddle