Advertising

1. An organization needs to reach out to a specific target audience, and has decided that it wants to use social media advertising to do so. It wants to buy specific keywords to accurately target the audience who would want to see these ads. The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy. Which of the following advertising revenue models would best suit the organizations's needs?
   a. Bidding for ad words
   b. Pay-per-click
   c. I-Traffic Index
   d. Pop-under ads
   e. Bidding for ad space
2. Which of the following is a difference between advertising specialties and business gifts?
   a. Specialties have the sponsor’s logo on them, while business gifts do not.
   b. Specialties promote brand awareness, while business gifts promote close working relationships.
   c. Specialties are quite expensive, while business gifts are inexpensive.
   d. Specialties are given on a selective basis, while business gifts are distributed to all.
   e. Specialties are given to retailers, while business gifts are given to wholesalers and rack jobbers.
3. Mark works for a well-known company that manufactures mattresses. To move the company's product during the President's Day sales events held nationwide, he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. He also offers a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of:
   a. free premiums.
   b. slotting allowance
   c. merchandise allowances.
   d. dividends.
   e. incentives
4. A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time.
   When it evaluates this move, it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising. Why was the sponsorship still beneficial for the manufacturer?
   a. Sponsorships provide a unique opportunity to foster brand loyalty.
   b. Traditional advertising cannot get the amount of exposure that event sponsorship can.
   c. The methods used to calculate cost per brand name exposure are too subjective to be accurate.
   d. Sponsorships create a genuine intellectual contract between the organization and sponsors.
   e. It was one of the multiple sponsorships it takes in order to yield results.
5. The director of a promotional agency has several clients who are skeptical about using branded entertainment.
   Which of the following should he tell his clients about branded entertainment in order to convince them to use it?
   a. "Branded entertainment began with the birth of television and the first variety show—it is very effective."
   b. "It does not matter if your target audience is using DVR—they would still receive your promotional message."
   c. "Branded entertainment lowers the stakes and raises the potential payout—it is the best option for
   your promotion."
   d. "If you use it, you will be able to measure the success of your advertising efforts much more easily."
   e. “You must make sure your target audience is being reached by repeat advertisements.”
6. What does the acronym HTML represent?
   a. Heavy transmission through multiple lines
   b. Hyperbole, thought, memory, and language
   c. Hyperexposure time media language
   d. Hypertext transmission marketing language
   e. None of the above
7. Track II is a gaming Web site for children that uses its games to promote sugary breakfast cereals through the playing of the site's games. Track II is one of a number of Web sites maintained by food companies that target children under age 12. This is an example of which type of Internet advertising?
   a. Viral marketing
   b. Sponsorship
   c. Marquee banner advertising
   d. Spam
   e. A meta ad

Sample Solution