test Chap016 - Chapter 16 ADVERTISING SALES PROMOTION AND...

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Unformatted text preview: Chapter 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) What’s the Future of Advertising? The Answer is Personal! (pp. 343-344) 1, 2 Types of Advertisements (pp. 344-345) 3, 4, 5, 7, 12, 13, 14, 18, 23, 24, 25, 27, 32, 35, 36 8, 10, 15, 16, 20, 22, 26, 28, 38, 168, 169 6, 9, 11, 17, 19, 21, 29, 30, 31, 33, 34, 37 Developing the Advertising Program (pp. 345-352) 45, 49, 52, 56, 58, 59, 61, 63, 64, 69, 79, 82, 86, 87, 88, 89, 91, 92, 94, 171 39, 40, 41, 42, 43, 44, 48, 50, 53, 55, 57, 62, 68, 70, 71, 72, 74, 75, 76, 77, 78, 80, 81, 83, 85, 170, 172 46, 47, 51, 54, 60, 65, 66, 67, 73, 84, 90, 93, 95, 96 Executing the Advertising Program (pp. 352-353) 98, 105, 107, 108, 174 97, 99, 100, 101, 102, 103, 104, 173, 176, 177 106, 175 Evaluating the Advertising Program (pp. 353-354) 109, 113, 114 110, 111, 112, 116, 117, 118, 119 115, 178 Sales Promotion (pp. 354-359) 120, 121, 134, 137, 145, 148, 150, 151, 153, 154, 155, 156, 182, 183, 184 124, 126, 127, 129, 133, 140, 141, 143, 152, 159, 179, 180 122, 123, 125, 128, 130, 131, 132, 135, 136, 138, 139, 142, 144, 146, 147, 149, 157, 158, 181 Public Relations (pp. 359) 160, 162, 164, 165, 185 161, 163 Video Case: Fallon Worldwide (pp. 361-363) 166, 167 Note: Bold numbers indicate short essay questions. 1035 CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS MULTIPLE CHOICE QUESTIONS 16-1 CHAPTER OPENING EXAMPLE: ADVERTISING CONCEPTUAL __________ uses a patented computer system that digitally inserts ads into sporting events and other broadcast—not as a 15- or 30-second commercial—but as a visual part of the program. a. Media convergence b. Interstitials c. The digital divide d. Virtual advertising e. Interactive television Answer: d Page: 343 Rationale: Virtual advertising inserts ads as a visual part of sporting event programming. On ESPN’s coverage of baseball games, for example, television viewers see ads that appear to be on the backstop behind home plate that are invisible to fans at the game. 16-2 CHAPTER OPENING EXAMPLE: ADVERTISING CONCEPTUAL Personal video recorders (PVRs): a. enable viewers to basically program their own personal network. b. are in the prototype stage of market development and may never make it to market due to copyright issues. c. cannot be used as one-to-one marketing tools. d. use video created by the PVR owner and digitally intersperses it with television broadcasts. e. are accurately described by all of the above. Answer: a Page: 343 Rationale: TiVo is an example of a PVR. Soon advertisers will be able to insert ads into PVRs that are specific to the viewer of that television....
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This note was uploaded on 04/04/2011 for the course MAR 2100 taught by Professor Joy during the Spring '11 term at Daytona State College.

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test Chap016 - Chapter 16 ADVERTISING SALES PROMOTION AND...

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