Question 1

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

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 2

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

Accepted Answer

The answer of Describe the three forms of product advertisements.What...

Question 3

In the traditional advertising model,advertisers were charged using a ________ approach,which charged for the exposures to an ad.Google transformed the traditional model to a model called ________ where advertisers pay only when someone actually clicks on the ad and is sent to their website.

Accepted Answer

The traditional model was a cost-per-thousand (CPM)and Google's model is cost-per-click (CPC).

Question 4

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).

Accepted Answer

The answer of Media buyers use many terms to help...

Question 5

What are the steps to develop an advertising program?

Accepted Answer

The answer of What are the steps to develop an...

Question 6

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry.What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The answer of A new sandwich shop has opened just...

Question 7

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

Accepted Answer

Google developed two business practice tools: AdWords and AdSense.One of the tools Google is using to pursue its goal of increasing its display advertising business is AdSense.

Question 8

List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 9

Identify the three different approaches used to schedule advertising.

Accepted Answer

The answer of Identify the three different approaches used to...

Question 10

Google purchased ________,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Accepted Answer

Google purchased DoubleClick,an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

Question 11

List and describe the three types of pretests that can be conducted before advertising is placed in the media.

Accepted Answer

The answer of List and describe the three types of...

Question 12

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.

Accepted Answer

Google developed two business practice tools: AdWords and AdSense.AdSense was designed for website owners as a tool for placing ads next to their web page content rather than next to search results.

Question 13

Most advertising messages are made up of both informational and persuasive 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.

Accepted Answer

The answer of Most advertising messages are made up of...

Question 14

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

Accepted Answer

The answer of What are the two conflicting goals that...

Question 15

Differentiate among full-service advertising agencies,limited-service advertising agencies,and in-house agencies as to the services provided.

Accepted Answer

The answer of Differentiate among full-service advertising agencies,limited-service advertising agencies,and...

Question 16

Discuss the process of pretesting and posttesting advertising copy.Include a list of methods used for pretesting and posttesting in your answer.Be sure to explain why marketers should pretest and posttest ad copy.

Accepted Answer

The answer of Discuss the process of pretesting and posttesting...

Question 17

What is a point-of-purchase display? Discuss two reasons firms use them.

Accepted Answer

The answer of What is a point-of-purchase display? Discuss two...

Question 18

List and briefly describe the four forms of institutional advertising.

Accepted Answer

The answer of List and briefly describe the four forms...

Question 19

What is the difference between a coupon and a deal?

Accepted Answer

The answer of What is the difference between a coupon...

Question 20

What is the difference between a contest and sweepstakes?

Accepted Answer

The answer of What is the difference between a contest...

Quiz 18: Advertising,sales Promotion,and Public Relations