Question 1

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.

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Question 2

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

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Question 3

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

Accepted Answer

AdSense is a tool developed by Google that allows website owners to display Google ads on their websites and earn money. It is a popular platform for publishers to generate revenue from their content and is a key component of Google's display advertising business. AdPage, AdRank, AdWords, and AdSnap are not specifically related to Google's display advertising business.

Question 4

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

Accepted Answer

DoubleClick is an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients. Google acquired DoubleClick in 2007.

Question 5

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

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Question 6

Identify the three different approaches used to schedule advertising.

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Question 7

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

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Question 8

List and briefly describe the four forms of institutional advertising.

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Question 9

What is the difference between a coupon and a deal?

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Question 10

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).

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Question 11

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?

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Question 12

In the traditional advertising model,advertisers were charged using a __________ approach,which charged for the impressions made by 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 advertising model charged advertisers based on the number of impressions (or views) their ad received, using a cost per thousand impressions (CPM) approach. Google's model, on the other hand, is called cost-per-click (CPC) advertising where advertisers only pay when someone clicks on their ad and is directed to their website. Therefore, the best choice is C which specifically describes Google's model.

Question 13

What is the difference between a contest and sweepstakes?

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Question 14

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.

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Question 15

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

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Question 16

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

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Question 17

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

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Question 18

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

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 Discuss two...

Question 19

What are the steps to develop an advertising program?

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Question 20

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

AdSense is the program designed for website owners to place ads next to their web page content, while AdWords is designed for advertisers to create and place ads next to search results. AdPage, AdSupport, and AdRank are not official Google programs.

Quiz 15: Advertising, sales Promotion, and Public Relations