Question 1

________ advertising aims to stimulate repeat purchase of products and services.

Accepted Answer

A)  Reinforcement 
B)  Comparative 
C)  Persuasive 
D)  Informational 
E)  Reminder 
A)  Reinforcement 
B)  Comparative 
C)  Persuasive 
D)  Informational 
E)  Reminder

Question 2

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Accepted Answer

A)  diverting 
B)  panic buying 
C)  hoarding 
D)  stockpiling 
E)  forward buying 
A)  diverting 
B)  panic buying 
C)  hoarding 
D)  stockpiling 
E)  forward buying

Question 3

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

A)  the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads 
B)  it provides detailed product information and effectively communicates user and usage imagery 
C)  it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits 
D)  TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response 
E)  it lets companies achieve a balance between broad and localized market coverage 
A)  the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads 
B)  it provides detailed product information and effectively communicates user and usage imagery 
C)  it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits 
D)  TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response 
E)  it lets companies achieve a balance between broad and localized market coverage

Question 4

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

Accepted Answer

A) True 
 B)False

Question 5

What challenges do marketers face in managing trade promotions?

Accepted Answer

The growing power of large retailers has

Question 6

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

Accepted Answer

A)  increased brand loyalty 
B)  focus on long-run marketing planning 
C)  improved brand-quality image 
D)  increased price sensitivity 
E)  greater coupon redemption rates 
A)  increased brand loyalty 
B)  focus on long-run marketing planning 
C)  improved brand-quality image 
D)  increased price sensitivity 
E)  greater coupon redemption rates

Question 7

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

Accepted Answer

A)  counseling 
B)  corporate communications 
C)  product publicity 
D)  lobbying 
E)  press relations 
A)  counseling 
B)  corporate communications 
C)  product publicity 
D)  lobbying 
E)  press relations

Question 8

The qualitative value of an exposure through a given medium is known as ________.

Accepted Answer

A)  frequency 
B)  reach 
C)  amplitude 
D)  impact 
E)  range 
A)  frequency 
B)  reach 
C)  amplitude 
D)  impact 
E)  range

Question 9

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

Accepted Answer

A)  frequency capping 
B)  flighting 
C)  concentration 
D)  pulsing 
E)  continuity 
A)  frequency capping 
B)  flighting 
C)  concentration 
D)  pulsing 
E)  continuity

Question 11

Which of the following is an example of a trade promotion?

Accepted Answer

A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums 
A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums

Question 12

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Accepted Answer

A)  picture-headline-copy 
B)  copy-picture-headline 
C)  headline-copy-picture 
D)  picture-copy-headline 
E)  copy-headline-picture 
A)  picture-headline-copy 
B)  copy-picture-headline 
C)  headline-copy-picture 
D)  picture-copy-headline 
E)  copy-headline-picture

Question 13

Which of the following is the main advantage of radio as an advertising medium?

Accepted Answer

A)  low competition 
B)  more attention than television 
C)  longer duration of ad exposure 
D)  flexibility 
E)  standardized rate structures 
A)  low competition 
B)  more attention than television 
C)  longer duration of ad exposure 
D)  flexibility 
E)  standardized rate structures

Question 14

Which of the following is a disadvantage of using outdoor media for advertising?

Accepted Answer

A)  low flexibility 
B)  low repeat exposure 
C)  limited audience selectivity 
D)  high costs 
E)  greater competition 
A)  low flexibility 
B)  low repeat exposure 
C)  limited audience selectivity 
D)  high costs 
E)  greater competition

Question 15

Briefly describe the role of television as an advertising medium.

Accepted Answer

Television is generally acknowledged as

Question 16

________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

A)  Informative 
B)  Corporate 
C)  Reinforcement 
D)  Persuasive 
E)  Reminder 
A)  Informative 
B)  Corporate 
C)  Reinforcement 
D)  Persuasive 
E)  Reminder

Question 17

Describe the communication-effect research method of evaluating advertising effectiveness.

Accepted Answer

Communication-effect research, called co

________ advertising aims to stimulate repeat purchase of products and services.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

TV advertising is considered to be particularly advantageous because ________.

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

What challenges do marketers face in managing trade promotions?

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

The qualitative value of an exposure through a given medium is known as ________.

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

Which of the following is an example of a trade promotion?

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Which of the following is the main advantage of radio as an advertising medium?

Which of the following is a disadvantage of using outdoor media for advertising?

Briefly describe the role of television as an advertising medium.

________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Describe the communication-effect research method of evaluating advertising effectiveness.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

Filters

Exam 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

________ advertising aims to stimulate repeat purchase of products and services.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

TV advertising is considered to be particularly advantageous because ________.

Loyal brand buyers tend to change their buying patterns as a result of competitive promotions.

What challenges do marketers face in managing trade promotions?

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

The qualitative value of an exposure through a given medium is known as ________.

MPR can hold down promotion cost because it costs less than direct-mail and media advertising.

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

Which of the following is an example of a trade promotion?

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Which of the following is the main advantage of radio as an advertising medium?

Which of the following is a disadvantage of using outdoor media for advertising?

Briefly describe the role of television as an advertising medium.

________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Describe the communication-effect research method of evaluating advertising effectiveness.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

Filters